Tucker Marcom

Maximizing Your Prospect's Currency of Attention

If we think of attention as currency, it represents something of a commodity -- highly valuable but limited in supply. As such, the expenditure of the currency that we call "attention" probably deserves more ... well, attention. Consider the typical one-sided sales presentation. Companies drill salespeople incessantly about the features and uses of the product they represent, and too many sales professionals become walking brochures as they spew meaningless minutia. The problem with this approach is that the typical customer stops paying attention to the presentation long before it has concluded. Why? Because their currency of attention was already spent.  Read More

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