Digital media and technology sellers -- and, for that matter, most people who sell anything -- make it harder on themselves than it needs to be. We weigh ourselves down with elaborate demonstrations, mountains of statistics and detailed battle plans for how we'll emerge victorious from the next sales call. We then plug all this into a PowerPoint -- "the deck" -- and rest our hopes and dreams on our ability to blow them away with a truly awesome presentation.
But unfortunately sales is not performance art. And a great many promising sales opportunities never come to fruition because of the bad assumptions we make in preparing for them. Too much of our advance work ends up having little effect, and some even works against us.
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