Do you market or sell your luxury product or service? When a client (not a customer, mind you, nor a prospect, but a client) approaches you to discuss your product or service, do you casually say it “costs” such and such, or do you instead offer: “This has a value of __________; would you like a demonstration?” Does the client come to you because of your expert salesmanship, or because of an effective marketing campaign? This author maintains that it is the latter.
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