Show a better way

3D rendering of a compass with a Better Way icon.

It is at this point that you need to resist the urge to revert to your old way of selling, where you start delivering details around your product or service. If you start a product dump at this point, you will have undone all the work you have done so far.

Your prospects won’t have enough context, yet as to why your product or service is the right solution for them.

What you want to do at this juncture is show how, by using your product or service, your prospect will move from an an undesirable state, to a more “DESIRABLE” one.

Your product or service is ostensibly just a conduit, which will support your customers, to move from an undesirable to a desirable state.