How Well Does Your Branded Content Invite and Reward Conversation?

Last week, I wrote about why I think sales people need to spend more time in front of their customers. I told the story of one of my former customers and how he taught me the importance of nurturing business relationships – the kind of relationships between a seller and a buyer where the salesperson genuinely cares about his customer's business and understands his needs. If you really think about it, none of this should be surprising. Very few people I know are going to be “sold” by broadcast content from a faceless brand about how great the company and its products are. What…

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