Differentiating Your Company in a Tough Market

Several years ago, while selling software in the British telecom market, I met the CMO of a smallish network operator. He described the issues his business was facing, and when I asked him his churn rate, he replied, almost casually, that it was "about normal for our industry: 37 percent." He must have seen my jaw drop, as he quickly abandoned his blase tone. However, his brutal honesty gave a young salesperson stark insight into the industry's attitude toward its customer base.

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