Conversations establish what customers want.
A prospective client sends you an email requesting information. You have the information they need, and you want to send it to them as quickly as possible.
You might want to believe that your responsiveness is going to make you appear professional and helpful. You might even suffer from the delusion that sending the information will help create a preference for you, your company, and your solution. Unfortunately, the opposite is true.
When a prospect emails you to request information and you send it, you have allowed the prospect to determine that you are going to transact. That makes you — and your company — transactional. And that makes you a commodity.
WHAT IS MOST IMPORTANT
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