Relativity

If it doesn’t matter to them, it doesn’t matter.

I’m reminded of a conversation with a salesperson who was frustrated that a particular potential client wanted nothing to do with his services. When asked deeper questions about his client, the salesperson – himself in a service role – couldn’t answer any of them. He was headstrong, refusing to seek the needs of his potential client and seeking only to force his services.

It is indeed possible that you have an amazing, timely product or service. It is indeed possible that your event or workshop will speak to the needs of its attendees. But the reality lies here: your potential clients, attendees or partners absolutely must see the need for what you offer. If it doesn’t matter to them, it doesn’t matter.

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