When trying to win over prospects, lead with “why” your company is in business, move on to “how” you serve customers and, finally, get to “what” you offer. Customers don’t buy what you do. They buy why you do it.
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When trying to win over prospects, lead with “why” your company is in business, move on to “how” you serve customers and, finally, get to “what” you offer. Customers don’t buy what you do. They buy why you do it.