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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

In making a sale, motivation trumps benefits

Consumed => “How to Get Your Idea Approved” by Amy Gallo on HBR.

http://blogs.hbr.org/hmu/2010/11/how-to-get-their-approval.html

Left a comment…

A (good) marketing person would tell you that the first and key step to a sale is to define motivation. That is somewhat addressed here in mentioning benefits. However, what benefits someone and what motivates them, especially when politics, egos and other hidden variables get involved, might not be the same thing. Yes, benefits can motivate but motivators don’t have to be benefits.

The difference can be a tricky fine line but it’s probably worth noting, especially if you’re getting resistance to what are obvious benefits. In that case, step back and try to address what might be motivating them instead.

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