It looks like a client of mine is about to lose a big deal. The problem? He has no idea what he is selling. And although he has made it to the finals on sheer luck and the strength of his offering, it’s not looking good.

When I say my client doesn’t know what he is selling, I mean he doesn’t know why the prospect needs to buy. He doesn’t know his prospect’s motives for change. He doesn’t know if his competition is a better fit, because he doesn’t know what the prospect is trying to do. He knows nothing about what the prospect might need or what impact buying might have. And this is why he’s going lose out.

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