At some point in your sales process you may need need to prove to a prospective customer that your product works as promised. Pressure for accountability and budget control has increased this need. Do you really have to invest in efficacy research for your product? How do you strike a balance between your need for sales and those of your customers for a return on their investment? We’ll explore these important questions and more in a 15-minute interview with Denis Newman of Empirical Education, the author of a new article on the STS website, and a new report and set of guidelines from the SIIA that is now available through the SellingToSchools.com online store.
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