If you’re bringing something valuable to the market; something that will allow you to break away from your competition and sustain both growth and expanded marketing, then you need to realize that you’re in the change business. This means that the primary focus of your sales and marketing efforts is to change the way your customers and prospects buy. At this point, a reasonable question to ask yourself is, “Why in the world would I want to change a customer’s approach to buying?” After all,...
