Hitting a 7-Iron from the Tee Box
This weekend I joined a dozen school buddies for an annual golf outing. Now, I took up golf late in life, which explains why I’m pretty much the worst player in the group. At least, that’s what I tell myself. Nobody minds much, except for me; everybody respects everyone else’s level of play. After all, […]
The Five Levels of Customer Focus
One of the Holy Icons of marketing is the concept of customer focus. It’s almost always used to signify a good thing, and something that is self-evident – that doesn’t require a lot of explanation. Of course, in reality things are a little more shades-of-grey. Here, then, is a guide for distinguishing between Five Levels […]
Insecure Egomaniacs
In April 2007, the New Yorker published an article by John Calapinto called The Interpreter. It describes Dan Everett, a linguistic researcher who lived for many years with a remote Amazonian tribe in Brazil, the Parahã. The Parahã consider their language to be vastly superior to all others, and show no interest in learning other languages. In […]
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THE TRUSTED ADVISOR FIELDBOOK
The pragmatic, field-oriented follow-on to the classic The Trusted Advisor. Green and Howe go deep into the how-to’s of trusted business relationships—loaded with stories, exercises, tips and tricks, and deeply practical advice.
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TRUST-BASED SELLING
“Sales” and “Trust” rarely inhabit the same sentence. Customers fear being “sold” — they suspect sellers have only their own interests at heart. Is this a built-in conflict? Or can sellers serve buyers’ interests and their own as well? The solution is simple to state, hard to live—and totally worth the effort.
THE TRUSTED ADVISOR
This classic book explores the paradigm of trust through the filter of professional services. It is a blend of thought and practice, clear ideas and practical suggestions, and it has found a place on many professionals’ working bookshelves.