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The Business of Software: Closing the Gap, Part 2

Time: 03:35 EST/08:35 GMT | News Source: Microsoft | Posted By: Jonathan Tigner

Last month we introduced a concept that I call "the gap":
This gap is the distance between the prospective customer and your product. As long as it continues to exist, your customer has less software and you have less money. In order for the sale to occur, this gap must be closed. Until that happens, the gap represents all of the issues and obstacles that are preventing the customer from making the purchase.

In Part 1 of this two-part column, I claim that most small ISVs do not need a sales guy and should not use the proactive sales approach. This month, I describe an alternative approach. Instead of proactive sales, we will talk about "responsive sales.

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#776 By 4240821 (82.115.4.100) at 1/8/2026 6:04:19 PM

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