Answering your customer’s three critical questions

In today’s challenging and uncertain business climate, your customers have good reason to be cautious. They are unlikely to initiate new projects unless they see them as being strategically relevant, tactically urgent, and capable of delivering rapid time-to-value. The rest can wait.
If your sales organisation are to break through the deadlock, they must develop compelling answers to their customer’s three critical questions:
Why should they change?
Why should they choose you?
Why should they act now?
If your answers to any of these questions are less than completely compelling, the chances are your customer will stick with the status quo. Generic value propositions are not going to be much help – your salespeople need to learn how to craft customer-specific outcome-centric value stories…
Why Change > Why You > Why Now?
Each of these three questions needs to be broken down into its constituent parts –