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So what? The prospect responds with "So what?" in regard to your claim that your organization offers "XYZ product or service." This means he or she is not impressed because anybody can do that. For example, you tell a potential client that you offer great customer service, that you can provide a high-quality brochure or pen—and he or she says or thinks, "So what?" "So what" shows that we have not communicated anything remarkable. Instead, we sound just like everyone else. We must overcome the "so what" factor.
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- Ryan T. Sauers
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