The Menu Card, the Prescription, and the Jigsaw Piece Imagine walking into a restaurant. You’re handed a menu—a neat list of curated options. You browse, you choose, and maybe you even tweak a dish to your taste. That’s menu card selling. You carry a list of products, spread it out, and let the customer pick what appeals to them. Some businesses are like speciality restaurants—laser-focused on one niche, making it exotic and exclusive. Others are multi-cuisine giants, catering to every palate with a sprawling spread. Both work. But both assume the customer knows what they want. Now picture a different scene: a doctor’s clinic. The patient speaks, the doctor listens, runs a test or two, and prescribes a remedy tailored to the diagnosis. That’s prescription selling—problem-first, solution-second. It’s not about options; it’s about answers. This approach shines in high-stakes B2B sales, where the cost of being wrong is high, and the value of getting it right is even higher. Th...
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