What are the issues – what happens when customers pick you”?
- They need to know what you’re selling
- They need to believe what you’re selling addresses an issue or desire they have
- They need to be comfortable that what you’re selling actually solves the problem or addresses the desire (that is, they need some kind of proof)
- They need to know if the cost/benefit ratio is in their favor
- They need to know that other people are having success with the solution, and what they think about it
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