139. Most Client Briefs Miss the Real Problem w/ Emma Beckmann
Most client briefs describe symptoms, not the real problem. In this episode, Emma Beckmann explains why Consultative Selling starts by challenging assumptions, uncovering hidden business challenges, and reframing the conversation before proposing a solution. Harry sits down with Emma Beckmann, Group Chief Growth Officer at Landor, to explore why many B2B sales teams, agencies, and consultants accidentally commoditize themselves by responding to briefs at face value. From sales discovery and value based selling to proposal strategy, growth strategy, and trusted advisor relationships, Emma…
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