Decision-making is emotional.
Decision-justifying is rational, and only comes after a decision’s been made.
The first decision your prospect has to make is the decision to make a change. Justifying it will come later.
Recognize that telling your prospect how great your solution is won't move the needle in your sale until your prospect has decided first to make a change.
Don't lead with facts.
Put away your slide deck.
Have a conversation first.
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