Listen First. Sell Later.
In 1983 I wrote this paragraph as part of an article. "I believe that one of the most potentially damaging myths to which business management falls prey is that superior marketing, advertising, or service is the answer to making a company successful. The truth is even the best of these things do only one thing …
As a writer, sales and marketing consultant, and teacher, I like to think that once I’ve identified problems and offered solutions, my readers, clients, and students will rush out to implement the solutions and everyone will win. I learned a long time ago that isn’t what happens. There are a number of reasons for this. …