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Positioning is a wedge – a tool designed to separate things. Those driving sharp distinction lead with their point of difference. Consultative sellers seek first to understand prospects’ needs and then narrow their message to focus on the most important of those needs. The most effective of all combine a sharply distinctive positioning with a consultative selling approach.
Those combiners run around the world trying to fit puzzle pieces together. They are confident enough in their sharply distinctive point of difference to begin conversations seeking to understand others’ needs to see if their pieces fit. If their offering is the best fit, the best tool for the task, they move forward. Otherwise they suggest other people’s tools.

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