Positioning your solutions in response to your prospect’s stated needs may not seem like a terrible approach. But the problem with this kind of messaging is that you won’t be the only one doing it. As a result, you’ll fail to create the urgency and differentiation you need to defeat the status quo and distinguish your story from the competition.

A better way? How about messaging to your prospect’s “unconsidered needs” – the challenges, problems or deficiencies in their current approach they don’t yet know about.

Just how powerful is a messaging approach based on your prospect’s unconsidered needs? That’s what our latest study, conducted with Dr. Zakary Tormala, a professor at the Stanford School of Business, sought to find out. Check out the following video to learn what we discovered

unconsidered-video

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