You 2.0: Rebel With A Cause

A few years ago, social scientist Francesca Gino was browsing the shelves at a bookstore when she came across an unusual-looking book in the cooking section: Never Trust a Skinny Italian Chef by Massimo Bottura.
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Why “Tell Them Something They Don’t Know” Is Bad Advice in B2B Sales

Few people in sales would dispute the importance of bringing insights to customer conversations. One might call this the Jane Austen rule of selling: a seller in possession of a desired prospect must be in want of a relevant insight. Or as one executive says to sellers who call on him: “Your job isn’t to ask me what keeps me up at night. It’s to tell me what should be.”
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