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Ian Brodie

Ian Brodie teaches consultants, coaches and other professionals to attract and win their ideal clients by becoming seen as authorities in their field.


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[Podcast] Brent Adamson on Winning Business with Commercial Insight

Posted on February 28, 2017. Brent Adamson on Winning Business with Commercial Insight

Brent Adamson of the CEB is back :)

You may remember my podcast with Brent from a few weeks ago where we looked at his research into the “Challenger Customer” and its implications for selling high-value products and services.

You might also remember that we touched on the concept of “Commercial Insight”. It's perhaps the most effective method for individuals and firms to both differentiate themselves vs competitors and motivate their potential clients to take action.

So I got Brent back for a second interview to dive into more details on Commercial Insight.

In the interview we talk about:

  • What Commercial Insight is.
  • Why traditional “thought leadership” doesn't work and the missing component you need.
  • How to develop your own Commercial Insight for your products and services.
  • How to communicate your Commercial Insight in a way that spurs potential clients to action, rather than causing them to reject or react against your new ideas

Click here to listen to the podcast »

Featured

More Clients Podcast

[Podcast] Brent Adamson on the Challenger Customer

Posted on December 21, 2016.

This is a special podcast.

Partially because my guest, Brent Adamson of the CEB, is such an expert and entertaining speaker.

But perhaps more because the topic is so critical.

As I mentioned in Why Being An Expert Won't Get You Clients, we're in an era where it's becoming tougher and tougher to sell premium solutions to our clients. Time and time again a service we know will bring huge benefits is turned down in favour of a cheaper option, or the client just doesn't move ahead and do anything.

It's not just because of the way we're marketing and selling to clients; it's because the way they're buying has changed.

In this podcast Brent dissects the way corporate clients buy today, based his extensive research at the CEB. And he highlights what service providers like us MUST do if we want to win clients for our premium services in today's new buying environment.
 
Click here to listen to the podcast »