“We went from just another vendor communicating features and benefits to the preferred vendor communicating profound business value… and the shift occurred virtually overnight.”

Robert LauttCEO, A3 Solutions
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CSO Insights’ Sales Effectiveness vs. Effort Grid

According to the sales effectiveness research firm, CSO Insights, and illustrated in an excerpt below of its 2008 Sales Performance Optimization Report, improving sales (persuasive) messaging has the highest impact on sales effectiveness for the lowest cost and the least effort.

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