Too often, says Burke McCarthy, companies focus on their product… the technology they’re offering, as well as the price. But prospects and customers don’t care about that.

No, they’re looking for value. And that exists only between their ears, not in your product. This recognition fundamentally changes how you approach sales and marketing.  Burke reveals the best source to determine this value – it’s closer than you think – as well as how to implement it. And we also talk about…

• The two elements that must be in your customer engagement process 
• Learning a common language with your prospect
• Using salespeople as “spies” - and market researchers
• How to identify advantages you’re not exploiting fully (we all have them)
• And more