Take The Burden

Burden: a duty, a responsibility, the bearing of a load, something oppressive or worrisome.

One of the worst things you can do as a sales rep is to ask your buyer to DO SOMETHING … to burden them.

Build your champion’s buying guide for them. Take the burden! Nobody pitches your product better than you, one of the company’s top sales reps, right? Unfortunately, if you let your champion give it a go, they will likely fall back on feature selling (dumping).