It determines which segments to target, how best to position the company, what programs will build mind share, increase market share, overcome customer objections, and deliver quality leads to sales.
Think about the rejections you have been faced with over the past 6 months and use these four variables to evaluate how you could have or will overcome the objections you faced.
Only when every one of these objections had been overcome and the prospect had clearly stated that the only thing standing between us was price would I come down off rate card.