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“You have no right to go before a public without an adequate technique. You have to have speech, and it's a cultivated speech.” Martha Graham, pioneer of modern dance
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“You have no right to go before a public without an adequate technique. You have to have speech, and it's a cultivated speech.” Martha Graham, pioneer of modern dance
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One of the most powerful strategies in business development is to demonstrate your process to communicate its value.
People buy from people, but process and values are what they buy. The key is to remember that your work isn't actually your technical expertise—it's transforming your customer's mission fulfillment from friction to flow. To overcome customer inertia from direct, implicit, opportunity, and switching costs, you need a vivid illustration of the value of your offer. The most evocative details of the story you tell will come from your expertise. To persuade of the revenue, savings, risk reduction, productivity increase, or improved market positioning you can realize through your approach, use the same principles of that approach to prepare for and make the sale. People want to be seen, and they want to know that you can help them be seen. Show the customer what they'll see as they work with you. Align your explanation of the actions you take with the problems you've already solved for your own business, and with the customer's vision as the information you provide brings it to life. Our Offer Development & Capture practice uses information design to integrate emotional, technical, and business messaging. We can help you grow your capabilities and tackle bigger challenges by showing you how to present the value of your expertise. To tell us more about your goals, and to discover how McMath Solutions can help you Make your Market, contact us today to schedule a strategy call.
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As a businessperson, you’ve taken the obligation to stand before someone who has their own goals and needs, and to assure them that you can help bridge the gap between present and future. You desire to bring something real to bear both on the gap itself and on the customer’s understanding of it—nothing hidden behind cliché or sophistry. We know you take the promise to maximize customers’ time and money as seriously as we do. That’s why we treat thought leadership as another means to earn the trust your dreams will place in us.
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Make Your Market Today!
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