By Tibor Shanto
I’d like you to take a look at the marketing material or collateral you use to prospect and sell. For many, you will find one piece or set aimed at your market. Some will have iterations based on the role of someone in the decision process. Others may reflect the size of the target company or a couple of other demographics. But there is a singular erroneous assumption that goes into pieces, making them all but useless, and often get in the way of selling. It is not so much that they are too product-centric, which they are. But they are completely ignoring the buyers’ state of readiness. That is the time between NOW, and when the buyer indents on making a decision.
Most materials provided to salespeople or made available for buyers directly is geared towards one type of prospect. Namely, those who are out there actively looking,
