All marketing and selling questions boil down to one basic query: How do people buy? To learn the answer to this, one only needs to look as far as their own experience in buying to find that itâ€™s not only about qualifications but also about trust.
NOTES FOR THE EPISODE:
00:39 — Introduction
01:02 — Understanding marketing equals understanding buying
02:50 — The key to every marketing question in your profession
04:30 — The essential truth of being a buyer
05:19 — The two necessary attributes for a successful sale: qualification AND trust
07:20 — Conclusion