To peeps in their everyday lives:
- They have one gigantic concern.
- They fill our lives with many smaller concerns.
Everything else takes a backseat -- meaning:
- If needing an e-procurement system is a small concern to CEO X, that means you're at the initial stages of CEO X's buying cycle (tip: nurture the relationship until it becomes a gigantic concern.)
If your product/solution/service/offering can remedy the prospect's gigantic concern, you're knocking on the @#$@# door.
How do you figure out gigantic concerns?
Try asking this question:
- "What keeps you up at night?"
- See if whatever you're selling/offering can remedy the situation.
- If it can't: Provide external (read: handy) tips and resources to help them rectify their gigantic concerns; in that sense, you're nurturing a relationship, helping them resolve their gigantic-concerns-after-gigantic-concerns until a gigantic concern pops up that can be mended with your solution.
You're in business.
"What keeps you up at night?"
Posted on February 18
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