Why Do Buyers Agonize?
Buyers have been disappointed so often that they are determined not to be disappointed by you. Salespeople have told them, "No problem," and whatever it was turned out to be a BIG problem. Websites have promised, "easy to use," and the product ended up being infuriatingly unintuitive and didn't do what it was supposed to do. via Why Do Buyers Agonize? | Revenue Journal. Stop selling. Start educating. Great article by Kristin.
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