Businesses of all sizes continually fall victim to the “features trap”, which is a primary focus in sales and marketing materials on solution features and functionality, rather than business benefits and value. A very common mistake, this approach turns off the sales prospect who comes to you for offerings that solve their challenges, not bells…
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Differentiation and positioning with regards to branding is all about making the prospective buyer discern value and distinction in what you are selling – as compared to competitive offerings. This so called marketing positioning is not easily crafted by most. Many organizations struggle with really standing out from the competition in a way that makes the…
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