Reveal your capabilities in layers, in accord with the customer’s level of interest…. First, show the route to achieve the desired result with the fewest number of mouse clicks (the “Do It” pathway). This proves your capabilities and helps build a vision in your customer’s minds: they can visualize themselves using your software. Then, as your customer asks questions, you can drive deeper to show more relevant breadth of the Specific Capabilities desired (the “Peel Back the Layers” pathways). Note that the highest-ranking audience members may only need to see the “Do It” to be convinced.—Peter
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