My first ever podcast

I was delighted to be invited to join B2B Marketing Magazine’s first ever podcast, to talk about the importance of creativity. For posterity, here’s the link… (I’m the middle speaker!)…

A core argument for listening to customers

“The role of a sales person as a provider of information – as a walking, talking brochure – is obsolete. Your true competitive advantage is to be a collector of information. The only way to succeed is to know your buyer better. Not just what is posted on their company website or LinkedIn page, but their hopes, their vision, their fears. The things they reveal only to people they trust. And the only way to get that deep knowledge is by asking the right questions in the right way.”

Paul Cherry, sales effectiveness lecturer