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CHAPTER 8: Leverage Knowledge to the Ful... > Your Competitor May Have the Same In... - Pg. 137

Q LEVERAGE KNOWLEDGE TO THE FULLEST 137 Buyers like information, but they like knowledge even more, and they will pay dearly for it. When I say knowledge, I mean information that has insight and has been interpreted to mean something of significance. Too many salespeople believe if they simply bring their buyers a lot of information, they'll be well received and their buyer will like them. As I said ear- lier, buyers may very well appreciate the information, but it won't allow you to be seen as a real sales leader. To achieve that status, you must be able to turn the information into knowledge the customer can appreciate. Your Competitor May Have the Same Information