Sometimes, people don’t buy products. They buy better versions of themselves.

Unknown

To win people over, speak to their wants and needs

Nancy Duarte, communications expert

Science and technology revolutionize our lives, but memory, tradition and myth frame our response.

Arthur M Schlesinger, historian

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“The role of a sales person as a provider of information – as a walking, talking brochure – is obsolete.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

A writer without interest of sympathy for the foibles of his fellow man is not conceivable as a writer.

Joseph Conrad