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[Podcast] Brent Adamson on Winning Business with Commercial Insight
Posted by
Ian Brodie on February 28th, 2017.
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