Value can be described as the satisfaction received by the customer for the cost incurred. Find out more...

To communicate a message – especially at scale – it's helpful to understand the message's origin, its journey, and how it is received.

Executives and leaders want to talk to vendors about results impact and outcomes because they are ultimately responsible for their organization's performance and the achievement of their business goals

Pain points are unmet needs waiting to be satisfied. The persistent problems inconvenience prospects (or many people in the prospect organization). Or, they want and conditions - or possibilities - the option is trying to achieve but don't know precisely how.

Getting access to a buyer is crucial because it allows you to build rapport, establish credibility, and position your offering as a solution to the buyer's needs. The goal is to create a platform for a successful sales conversation where you can gather information, provide value, and ultimately close the sale.

Root cause problems refer to the underlying, fundamental, or original cause of an issue or problem. These factors contribute to the development of a problem and are often the source of other symptoms or issues.

When selling, a benefit is a positive outcome or advantage that a product or service provides to the customer. It is the value that the customer will receive from purchasing the product or service