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Bring the salespeople in, require them to memorize the 30-word version and train them in persuasively presenting it. Lots of roleplay and practice here. Do the same with anyone who has regular customer contact.
Finally, publish the one-page version. Make it into a hard copy leave-behind for the sales force. Publish it on your website. Hand it to every vendor. Distribute it to everyone who has an interest. Then, watch as it begins to flow into every aspect of your business, stimulating and shaping your growth.
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