Your single, highly-effective strategy for exposing need is using a diagnostic. Well-constructed diagnostics come in a variety of forms, but they share two attributes: 1. Low cost, low risk for the prospect. A simple quiz, survey, graphic or even a few hours of analysis could be free—a complimentary service you provide to Yusimi. Alternatively, you could offer Yusimi a low-cost assessment of his plant. 2. The prospect’s own evidence convinces him. Your hypothesis and speculations about throughput are unlikely to move Yusimi. On the other hand, when his plant’s data reveal an indisputable,
...more
