Several years ago I shared my thoughts on a crucial distinction in the B2B sales process. Simply, are you making a freedom sale or a capability sale? In a freedom sale, you’re providing a solution that your customer already has in place. In essence, your solution frees your customer from having to worry about the issue. The fundamental proposition in a freedom sale is that you’re going to be able provide the solution better, faster and cheaper than how it is currently being handled. A...
