Selling a product to a buyer in today’s market can be difficult with so many competitors offering similar solutions. The tendency is to differentiate yourself by providing detailed product messaging, but this isn’t always the case.In this episode of our Takeover series, we hear an episode from Emisary's "ABM Mythbusting Series".Bernard Brower, Former VP IT North American Consumer Group, Global R&D - J&J, discusses what a buyer is really looking for and how to foster future sales. Bernard covers:Missing the mark with product messagingTipping the scale with similar productsHow a marketer stays top of mindWhat to look for in a product pilot This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.