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Maister Moments
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How We Buy


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 it’s not only about qualifications but also about trust.


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