The Intangible Elements of Trust

Jorge Lazaro Diaz says it better than I can in his post on on Selling the Invisible on 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 …

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Don’t Sell?!

A recent study by McCord Training, reveals some interesting and powerful results.  They surveyed 450 businesses to determine what was most effective in getting them to do business with people they had never done business with before.  They examined cold calling, referrals, meetings and conferences and so on. What…

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  Dave Brock in a post last week spoke about how the words we use, convey a point of view to our customers. So if we are using words like “lure”,” hunt” or, “eat what we kill” when talking about selling, how do you think our customers would respond.…

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