The challenge, then, it seems to me, is to realize that perhaps the
prospect knows something you don't, or, just as likely, doesn't believe
what you believe. Your job as a marketer is to figure out what your
prospect's biases and worldview and fears and beliefs are, and as a
salesperson, your job is to help them know what you know.
If you keep questioning our judgment, we're going to keep lying to you.
SETH GODIN
MARCH 4, 2012
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