A great sales pitch hurts so good

Pain is an extremely powerful emotion, one that can make a huge difference if we tap into it. But it’s not easy! At Sandler, we typically talk about the effect it has in the sales arena, but it’s also useful in marketing and advertising. As it turns out, it’s not easy there either.
Recently, I was a guest speaker at a class at the University of Colorado Boulder. The class topic migrated to consumer behavior, and there were about 50 people in the class. Most of them were upper-class students, and some were marketing and advertising majors.

When my contact at…