Rule of thumb: Keep having conversations until you stop hearing new stuff.
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Rule of thumb: The more they’re giving up, the more seriously you can take their kind words.
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Commitment can be cash, but doesn’t have to be. Think of it in terms of currency—what are they giving up for you? A compliment costs them nothing, so it’s worth nothing and carries no data. The major currencies are time, reputation risk, and cash.
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Rule of thumb: If you don’t know what happens next after a product or sales meeting, the meeting was pointless.
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Commitment is important. It tells us whether people are actually telling the truth. The more they give us, the more we can trust what they say.
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commitment and advancement are separate concepts which overlap quite a lot and tend to appear together.
Commitment — They are showing they’re serious by giving up something they value such as time, reputation, or money. Advancement — They are moving to the next step of your real-world funnel and getting closer to a sale.
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Rule of thumb: “Customers” who keep being friendly but aren’t ever going to buy are a particularly dangerous source of mixed signals.
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Rule of thumb: Give as little information as possible about your idea while still nudging the discussion in a useful direction.
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Rule of thumb: If it feels like they’re doing you a favour by talking to you, it’s probably too formal.
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Rule of thumb: There’s more reliable information in a “meh” than a “Wow!” You can’t build a business on a lukewarm response.