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Mary Schmidt Marketing Troubleshooter

Mary

Your Customers - Can’t or Won’t?

Feb 22, 2012

“We simply can’t fit it in the budget this year.”
“I can’t get approval for that.”
“We can’t implement right now.  We’re too busy.”

You’ve heard all these (and more), haven’t you?  And, sometimes they really can’t. 

But then there’s “won’t.”  Ah, that word is awfully tricky. Sometimes people say “can’t” when they really mean “won’t.”  As in, they don’t want to…hurt your feelings (yes even in B2B)…spend the money (even if it’s for their

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