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  • How can I tell if a customer is defecting early enough to do something about it?
  • What are the different buyer types we might be negotiating with?
  • Why are salespeople so quick to offer discounts?
  • Any tips for getting others in our company on-board with conducting more rigorous competitive analysis?
  • What's the difference between defection detection and customer retention?
  • Is speaking about loss avoidance really more powerful than highlighting upside gains?
  • When conducting research interviews, how many should we try to conduct?
  • When positioning ourselves vs. the competition, won’t prospects see us as negative and get turned off?
  • When it comes to calculating customer profitability, how good is “good enough”? How accurate is accurate enough?
  • Should it concern us that customers haven't ever considered the value-drivers we've identified?

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