Marketing Myopia and Selling Revisited
One of Harvard Business Review’s all-time best-selling articles is Ted Levitt’s “Marketing Myopia.” It sold 850,000 reprints from its 1960 publication to Levitt’s death earlier this year. Re-read today, it looks more like strategy than marketing. His claim that the railroads failed to see they were in the transportation business is bigger-picture than what most […]
Trust Tip #27-How to Prevent Useless Conflicts
I want to make sure to get tactical and practical every few posts. This is Tip #27, but I’m publishing it first, out of sequence, because I think it’s so provocative. First the rule: then examples: then explanation. Here we go. Rule 27a: get rid of the verb "to be" in all its forms; Rule […]
Trust and Risk—Ronald Reagan Redux
Ronald Reagan, speaking of diplomacy and the Soviet Union, famously said, "trust—but verify." The statement never made sense to me (except as politics). If you’re going to resort to verification, you’re not dealing with trust, but with risk management. Trust without risk ain’t trust. Something related comes to us from a fascinating interview with Stanford’s […]
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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.