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Why addressing Risk is 3 times more important than the benefits

Plenty of time and effort is put into talking up the benefits of our products and services in a selling situation. Sales people often focus on why the benefits are important to our clients and how our client will be better off if they buy from us, etc.  This has been the mainstay of sales for years. Think of all the time, effort and money that goes into meetings, brainstorming sessi
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