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Topic: Sales

Become A Better Person

[29 Mar 2010 | Written by: Jorge Lazaro Diaz | No Comment | ]
Selling the Invisible You Through What They Can See

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Harry Backwith’s Selling the Invisible: A Field Guide to Modern Marketing was required reading at the system integration firm where I worked. All directors were given a copy and expected to finish them. I wasn’t sure what point our CEO was making when he assigned it to us, but I sure did when I was done with it.   Selling the Invisible explains the customer’s perception when buying something they don’t understand.   In our firm it meant buying technology they clearly didn’t understand.
What is it in your case?  About …

Become A Better Person

[6 Jan 2010 | Written by: Jorge Lazaro Diaz | One Comment | ]
Is There a Blue Ocean Way to Position Yourself?

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A college friend recommended “Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant” by W. Chan Kim and Renée Mauborgne.  She’s in real estate and the book helped her promote her business differently.
With traditional marketing strategy, companies strive to build a better solution at a better price.  The idea is to outsmart and outdo the competition.  It’s an exercise in one-up-man-ship that frequently leads to each competitor releasing marginally better solutions over their competitors.  The authors describe that approach as a red ocean strategy.  Firms behave …

Become A Better Person

[19 Oct 2009 | Written by: Jorge Lazaro Diaz | One Comment | ]
Job Hunt Secrets You Never Knew You Needed from “The Amazing Adventures of Working Girl”

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I read a KeppieCareers.com blog post plugging Karen Burns’ “The Amazing Adventures of Working Girl: Real-Life Career Advice You Can Actually Use” and it peaked my interest . So I went out and got me a copy. I’m glad I did and I’m recommending it to my Career Jockey blog readers and getting copies for my three daughters.

The author Karen Burn delivers some light-hearted, entertaining advice on a bunch of work related topics. Some are light other are serious. The book consists of 59 four …

Become A Better Person

[13 Aug 2009 | Written by: Jorge Lazaro Diaz | No Comment | ]
Selling the Invisible: How People Buy Something They Don’t Understand

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Harry Backwith’s Selling the Invisible: A Field Guide to Modern Marketing was required reading at the system integration firm where I worked. All directors were given a copy and expected to finish them. I wasn’t sure what point our CEO was making when he assigned it to us, but I sure did when I was done with it. Selling the Invisible helped me better understand the customer’s perception when buying complex services like the technology work we delivered. It also explains how buyers evaluate the quality of …

Become A Better Person

[24 Feb 2009 | Written by: Jorge Lazaro Diaz | 8 Comments | ]
Job Seekers: Never Eat Alone Guides My Networking Approach

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Keith Ferrazzi’s Never Eat Alone: And Other Secrets to Success, One Relationship at a Time was recommended to me several years back by a fellow salesman that attended my lead sharing group. Ferrazzi is a great writer vividly describing how his father enabled him to break with his blue collar background by networking profusely on his behalf. Ferrazzi ended up attending a prep school well beyond his parents means, gaining the benefits that come by knowing the well off parents of his peers (he became a caddy), attending Yale …