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Jul 12, 2018

You and your building materials competitors are playing a different game than your customers. It's like you are playing football and your customers are playing soccer. Rather than trying to beat your competition, you should focus on helping your customers win more of their own games.

Jul 5, 2018

Many building materials sales and marketing people do not put their product message in context. They start right out with the reasons why their product is better. If you don't put things in the context of the customer's situation, you are making them work too hard to figure out what you are saying and why they should care.