Why “Tell Them Something They Don’t Know” Is Bad Advice in B2B Sales.

Few people in sales would dispute the importance of bringing insights to customer conversations. One might call this the Jane Austen rule of selling: a seller in possession of the desired prospect must be in want of relevant insight. Or as one executive says to sellers who call on him: “Your job isn’t to ask me what keeps me up at night. It’s to tell me what should be.”

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