Tom Evslin writes:
It is almost impossible to sell something which customers cant use unless they change the way they do business. Thats a hard lesson for an innovator to swallow because the best use of innovative products is to change the way business is done. The more you tell your prospect that your product is revolutionary, the more nervous hell get. Besides, it may not matter to him that whats inside your product is revolutionary; he doesnt want to buy a revolution. He wants something thatll make his business work better.