I usually have one or several resources of the following resources open when I'm developing a new messaging strategy. 1. Doug Kessler's "Irresistable Content for Immovable Prospects [https://www.slideshare.net/dougkessler/irresistible-content-070714v3] " [Slideshare] 2. Andy Raskin's "Promise...more

I think Dave's answer covers a lot here, so consider me co-signed. I do want to add a few things though:  1. The problem is almost always the messaging. If you have developed a clear narrative and messaging for the customer segment, it would take an extraordinarily untalented sales rep to mess...more