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Storyselling – when you go from selling a product to selling a service
Philips sells light, not lamps. SKF sells rotation, not ball bearings. Rolls-Royce sells power per hour, not aircraft engines. It is becoming increasingly common, and there are good reasons, for…
When experts talk to experts
What if the communicator is an expert? And what if the expert you’re talking about doesn’t want to let you This was the theme of today’s workshop in an unusually…