Different moments in the buyer’s journey demand different stories and different selling skills. Telling a disruptive story when you’re trying to acquire a new prospect is proven by research to be effective. But research also shows that applying that same provocative story later in the customer relationship—say, during renewal time, or when you’re trying communicate a price increase—will backfire in a big way.
Discover how you can apply research-backed approaches—rooted in decision-making science—to develop the messages, content and delivery skills you need to make the biggest impact in every key moment of the buyer’s journey.