But We’re Different!
The Myth of Uniqueness: Understanding Buyer Perceptions of Uniqueness When selling accounting systems to mid- and large-sized corporations, I made it a point to start every engagement with a conversation—not a presentation. My goal wasn’t to sell features; it was to understand how the buyer’s business operated, what challenges they faced, and how they measured success. These early discovery sessions were invaluable. I would begin by asking a series of probing, open-ended questions, such as: What type of business do you operate, and what’s your typical transaction volume? How many people are involved in your accounting processes? What are your biggest challenges...
01 December, 2025