What is changing?

Why Should a Prospect talk to you?

Because we have something new/meaningful to say, and we can deliver it in a fashion that rises us above the clutter and noise they are inundated with. Just because we call them up, send them an e-mail, point them to a podcast, or invite them to a webinar does not mean we have “earned the right” to elicit all kinds of information from them. We have to earn that right by delivering relevant value that demonstrates our understanding of their challenges. In other words we have to work to earn the right for them to even talk to us.  This was realized some years ago and spawned the boom in “white papers”. Due to commercial ADD these days, people do not read 20 page white papers unless they have a compelling reason to do so