Vinay Rao

“Business buyers don’t buy your product or service, they buy into your approach and perspective to solving their problems.” — Jeff Ernst, Forrester Research Group

A price-centric discussion also indicates that customers don’t really know what they want. They look at the products as a commodity which they hope will help them achieve their goals. That’s why cheap products are a safe option. If they fail to help the customer, she can take comfort in the fact that she mitigated the damage.

“You know, it’s funny; when you look at someone through rose-colored glasses, all the red flags just look like flags.”