10 Temptations to Avoid in Acquisition Packages

A good prospect package is always tactile. There’s something to feel, something to see, something to touch, something to look at, something to turn over — maybe even something to squirrel away.

But if your package is just a sticky morass of words, then nothing is going to feel good about it. And if your new package looks rather like the control but has great new words, don’t expect much besides an incremental increase. A breakthrough rarely comes with words. It comes with a total package change.