Read this – it’s really good!

21st May 2014

The book – which is based on stacks of research – shows that it isn’t enough to just build a relationship with customers. That just means they like you. But it doesn’t mean they’ll buy.

Instead, you have to give them unexpected value – challenge their thinking (you can always tell this has worked – they say “well I’d never thought about it like that before”)

If you buy it, check out figure 2.2 on page 22 – it will change the way you view sales and the (un)importance of relationships. You can find out more about the book here

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