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Is It What You Have Done Or What You Can Do? by @berkson0
One of the biggest challenges in selling professional services is dealing with buyers' preconceptions of who is best qualified to help them. It seems most buyers want to find something more than someone who has done it before. They want to know that you: Understand their business, and; have solved this problem for someone just like them. They are looking for industry expertise. But sometimes there's a gap between what the customer wants and what the customer needs. How important is industry experience in the buying decision? I started in technology years ago on Wall Street. It was the beginning of a long career in Information Technology, but I didn't realize the edge it would give me in the future providing technology services to the Financial Services industry. There were many jobs I was able to win because my answer to "do you have financial services experience?" was yes. Was I the best person for the job or was it simply a comfort level that I was more likely to be the best person