I had a brilliant, eccentric professor at Harvard Business School named Mel Horwitch. After selecting someone to present the day’s analysis, Mel was notorious for interrupting, asking: “Why are you telling me this?”
Mel wanted us to focus on what was most important. In every business, what is most important is how we add value to our customers or clients. Why do clients hire us or customers buy from us? What value do we bring to them?
We must articulate that value clearly, lest a prospect interrupt our sales pitch, like Mel might: “Why are you telling me this?”