Disruptive Selling: More Risk, Not Less

The temptation in elevator speeches and presentations  is to tell customers that your solution is “risk free”. But it is not only impossible to be risk free, it is a really bad move to say this to your customers. You lose your consultative credibility because you are clearly using hyperbole, not providing value. All business process owners know there is no such thing as risk free changes, and change risk is a serious topic for them.

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