The Intangible Elements of Trust
Jorge Lazaro Diaz says it better than I can in his post on on Selling the Invisible on Jobing.com. He reviews the book Selling the Invisible by Harry Backwith. Who points out that when buyers buy complex solutions they don’t understand, it is often the intangible things that sway the decision.
For example I work in a world where money is the end product. How much can my firm recover. So my operations management team is often all about the numbers. And yet when buyers can’t see the magic sauce they are looking at other elements:
– How well do we …
