Whether you’re emailing, calling or on site, you need to compel your prospect (primary or influencer) to meet and listen to you. Follow the steps outlined in this section to learn how to initiate conversations, show why a company’s current situation endangers specific business objectives, understand the pains specific individuals face, and reinforce why prospects can’t continue without our assistance.

If you don’t need to convince a prospect to meet with you and have easy access to your primary target, then skip ahead to the “Create Differentiation” section to learn how to articulate the importance of change and guide conversations toward our unique strengths.