FOUR ACTIONABLE TAKEAWAYS

1. Don't put your customer in box. Use "soft" language like "typically", "usually" and "what I've seen".
2. Before holding an intro meeting with a new prospect, mine your ecosystem for inside intel about what they care about & what they're like.
3. Always assume there are multiple decision-makers in a deal (not just 1).
4. Tell the customer upfront who you're NOT for - it actually makes you appear more credible.