We are in the business of selling hope!
So said a relatively well-known politician speaking to a collection of business-finance-economics students at a local college last week. I'm not sure how to categorize my initial reaction - except that i resisted the impulse to hurl my shoes at him. Yet after a few minutes I thought .. "well, yeah!". It's really a classic case of current state (misery), desired state (happyness and security) with hope as the bridge to get you there.
Of course, when you look at the bridge of hope in more detail ..
My point is that using good ol' Solution Selling terminology - we are in pain. Some of us have latent pain, most have real pain, and a distinct few have the vision as to how they may overcome their pain. So Selling In a Down Economy does need to focus on economics, tangible ROI, extensive differentiation - but don't forget to throw in that little shining nugget of hope.
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