Long sales cycles make it hard to structure your message and address the right questions. The key is to instead structure a series of messages that answer the right question at the right time. A message format that your organization probably uses is focused on how. In fact, it’s common for ALL of your messaging to be focused on how: the features and benefits of your product or service. The problem is that How is only useful to address once the audience when your audience gets to What Now.
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