Clients Don’t Buy Solutions, They Buy Problem Definitions
You’re familiar with the old idea that people don’t buy products, they buy solutions – not drill-bits, but holes, in Ted Levitt’s classic formulation. This idea became closely allied with the commonplace view that we should be selling value, and packaging up ‘value propositions.’ But when it comes to complex services, Uncle Ted understated things. The very […]
Bleeding Trust from Every Sales Interaction
If there’s one guaranteed head-nod, bromide, platitude that most marketers and salespeople would agree to, it’s that trust in the seller positively affects buyer behavior. Conversely, companies we don’t trust are adversely affected by a lack of trust. Pure data to support this claim is tricky to come by, but it’s a commonsensical proposition most […]
The Twelve Steps of Business Relationships
Usually when someone hears the words “12-step program,” they’re quick to judge it as something to get out of a rut. But what if you turned that perspective on its axis? What if you saw a program – particularly one with 12 steps – as something to advance you to a new level of life, thought […]
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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.