content, context, and conversations
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Smart Manager; 16(3)May-June 2017Summary: Markets are at their core conversations between buyers and sellers. The topic of the conversation is the exchange of value. As a buyer, I am exchanging my time and money to obtain the benefits of the sellers’ product or solution. However, value is a very subjective judgment that the buyer makes. That judgment is made in the buyer’s context, not the seller’s. If we can first tap into that context in a way that is meaningful to the buyer, we can then influence the context and ultimately connect our value to that context influencing what the customer values in our favor.
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Main Library | Available | AR16344 |
Markets are at their core conversations between buyers and sellers. The topic of the conversation is the exchange of value. As a buyer, I am exchanging my time and money to obtain the benefits of the sellers’ product or solution. However, value is a very subjective judgment that the buyer makes. That judgment is made in the buyer’s context, not the seller’s. If we can first tap into that context in a way that is meaningful to the buyer, we can then influence the context and ultimately connect our value to that context influencing what the customer values in our favor.
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