How to motivate the customer

02/26/2009 | Harvard Business Review

When your target customers are cutting back, you need a provocative sales strategy, say the consultants at TCG Advisors. Find a problem that would keep the CEO up at night, portray it in a novel way, then lodge your provocation with the right person. "Provocation-based selling helps customers see their competitive challenges in a new light that makes addressing specific painful problems unmistakably urgent," they write.

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