Don't Buy the Sizzle Without Being in the Know By J.R. Simmons

There is an old saying in sales: "Sell the sizzle, not the steak." But what happens if the buyer does not understand how to make the sizzle? After all, even a few drops of grease can create a sizzle.

In the contact center sales game, it appears that some are buying the trendy sizzle of the day. It used to be multi-channel, then omnichannel, and now, as analyst Sheila McGee-Smith points out in her recent slideshow on the top contact center stories of the year, the sizzle phrase is "Digital Transformation." But selling the digital transformation sizzle can be tricky since many buyers don't understand what digital transformation is or how to accomplish it.

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