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The typical prospect, satisfied with an incumbent supplier, is a skeptic. What are you doing to satisfy the skeptic?
They didn't believe you
Latent demand is a marketing idea. It means unexpressed demand. There's latent demand for new ideas that haven't come to market yet.
The typical prospect does not have enough experience to make an educated decision. The prospect didn't buy from you because they didn't believe you.
...It's not the referral source's job to figure out how to trust you. It's your job to figure out how to help them develop trust...
3M popularized the idea of time-pacing by requiring that 30% of their profits came from businesses that didn't exist 5 years ago. We do the same thing in selling by creating new relationships faster.
...As we come out with new ideas, they're latent demand. The customer doesn't know about it. We have to challenge them...
Andy Gole Seminars:
The Crisis in Sales Leadership
Do or Die vs. Best Efforts
Rocky, Freud, Darwin & Selling
Crisis in Creating New Sales Relationships Heroic Selling
Do you want me to sell or fill out paperwork? The Leads Are Terrible
How Buyers Buy & What To Do About It
Video proFile® page: http://videoprofile.net/professionals/they-didn-t-buy-because-they-didn-t-believe