To get customers to consider a change to the status quo, you have to give them a good reason. A really good reason. They need to know about the tangible business results they'll get from using your product or service.

One of the best ways to awaken prospective customers out of their "everything is OK" slumber is to jolt them with a statement about the significant difference that your offering can make. And the bigger the jolt, the better.

That means you can't just say "We help you increase sales," or "With our products your service costs go down."

You need to be explicit. And metrics are a must:

• How much did sales go up?

• What kind of savings were realized?

• How much did you lower the cost of goods sold?

• What was the financial impact of the time saving?

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Jill Konrath is the author of Selling to Big Companies. Get more information at