The Power of Transparency in Marketing
It’s a temptation that lures almost all marketers and salespeople: the desire to limit and control information to consumers. It seems so obvious – lead with your best attributes, downplay your least. Yet in many cases, this impulse turns out to be quite wrong. An example – online car auctions: Common sense would suggest some information—a car’s […]
Willful, Wishful Blindness: Trust and the Real Learning from the BBC Crisis
The UK press is screaming ‘blue murder’ about the recent turn of events in the BBC: ‘How to restore trust in the BBC’ ‘You don’t trust us – and maybe you never will’ ‘Trust lost, hard to regain!’ A crisis for the BBC? Certainly. But a “complete loss of trust” is a wild exaggeration. Still, […]
Warning: Don’t Read This Blogpost
Well, well. You saw the title, right? And yet here you are, reading this blogpost. Worse yet – you’re probably here reading this blogpost because you saw the title warning you not to. What does that say about you? We Are All Teenagers You’re hardly alone. People don’t really ever grow out of our rebellious teenage […]
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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.