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You may have heard from me before that “words have power”.
So do the stories that you tell yourself habitually.
Recently, I worked with a sales leader and his team on a project to improve their positioning and messaging so that they sounded and acted in a competitively distinct manner to their competition.
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Recently, I watched a video delivered by an inside sales expert. He teaches a LOT of leading-edge content that will be creating a great deal of value for his customers.
BUT, and I use the word intentionally, I believe he is unconsciously sabotaging the results that his SDRs and potential customers will be getting because of the words he uses to describe potential customers – aka “targets.”
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Last week, I wrote an article – CEO! Sales Are Struggling Because of YOU! – on why salespeople often struggle to discover and create customer value because of the way YOU talk about your products, services and solutions – what they are vs. what they do specifically for your customers.
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In the course of my sales growth advisory, training and coaching engagements over the last ten years, it’s become apparent to me that much of the responsibility for sales organizations that struggle lies at the feet of the company’s most important salesperson: you – the CEO.
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