Marketing - Do People Really Care How Long You've Been in Business?

Some marketing consultants talk about how you should always stress benefits, and never talk about features … and how you should always focus on the customer, and never on the company.
But is that always true? Of course not. For instance, the number of years you’ve been in business is a feature – a fact about the company. Yet prospects care how long you’ve been in business -- and your longevity can help close the sale.
Why?
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