This session is all about getting in touch with why customers really buy. We’ll talk about what causes them to get out their checkbook, sales triggers and how to relax pressure on price. We’ll share bit brand examples and demonstrate how changing the narrative puts the customer at ease and makes them choose you!

Bill examines typical printer talk tracks and why they are all wrong. He will teach you to focus on what each stakeholder wants out of the transaction and how to make them comfortable with your solution. You’ll learn what questions to ask and how to make everything you do more valuable — and more fun.