To be successful, it is imperative that you not only know the organizations you work with, but more specifically, you have to know the actual people you work with within these organizations, understand what their personal goals and motivations are. In short, to be successful, you need to humanize your clients.

Success is rarely about having the best, the most, or the cheapest features in a product. Instead, it is almost always about knowing what matters to your sponsor in a client or partner account and delivering on that.

Seeing clients as people with goals and desires helps you to understand their perspective, animating their existence beyond a line item in a sales pipeline report.

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