Matt Dixon: Create a need that your client has overlooked

(bright tones) - The core of insight based selling is getting to a place where we can create an opportunity or need for the client, create a need that they've overlooked and tie it to our solution. Now, that naturally is going to lead to a question of how is your solution unique? What is it that makes it different from what I could get from other competitors out there in the market? And getting that right is actually the hardest part of getting insight selling right, which is answering the question what is it that makes our solution, what is it that makes our product, what is it that makes our service truly unique and differentiated in the market? What I would tell you is that you've got to answer the Deb Oler question. Now Deb Oler is the head of Granger North America, Granger, the provider of maintenance repair kind of operations support to facilities and companies around the world. Deb has worked with her organization for many years to try to isolate what is it that makes Granger…