When you’re trying to win a new piece of business, it’s really not about you or your products and services. Yet many sales efforts focus on all the company’s features and benefits without first discerning the prospect’s needs. Even large, sophisticated companies fall into this navel-gazing trap. My friend/client Joe Paduda illustrated this in a recent post http://www.joepaduda.com/2012/11/no-one-cares-value-prop/
What examples can you think of?