Difference versus a “Differentiator”

Difference versus a “Differentiator”

When does a “difference” become a “differentiator”?  Typically, a marketing or product marketing team provides a list of differentiators to the sales organization. Sales reps then take that list and trot it out to customers and prospects.  But, are lists like these...
Negotiation isn’t About Price…it’s About Value

Negotiation isn’t About Price…it’s About Value

When does negotiation start in an opportunity?  The most common response is “in procurement.”  Is that true?  How about “negotiation starts whenever something of value is requested”?  How about “negotiation starts at the beginning”? There are  hundreds of books on the...