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Whatever Gets You Through the Night

One of the questions we often ask new clients is why someone should buy from them.

They typically respond by describing their better service, or their higher quality, or their lower price.

Since these are all relative measures (assumedly vis-a-vis their competition), we then ask to see their competitive analysis. Needless to say, it doesn't exist.

If denial is just a river in Africa, delusion must be the whole ecosystem. Do people just make this stuff up? Or do they try to cherry-pick data that makes them feel good?

Setting aside the fact that these things are probably not why people would buy from you, how much money have you spent promoting benefits that don't exist?

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