They Ask, You Answer, Marcus Sheridan (Wiley; 2nd ed., 2019)
For today’s digital buyer, a new approach is required for inbound sales and content marketing, according to author Marcus Sheridan, whose book offers a guide to changing strategy. “It’s really impressed me more than any other book that I've read lately,” says Oli Thordarson, founder and CEO of Alvaka Networks, an MSP in Irvine, Calif. He notes that the book advises answering the hard questions buyers have and that businesses don’t always want to answer. For example, he says, “If you're more expensive than others, just confront that right on the website content and talk about why some companies are more expensive than others.” The book also recommends being honest about your solutions and what they do or don’t offer. “All our products and all our solutions have their strengths and weaknesses, but companies don't want to be honest and talk about the weaknesses.” Yet, he adds, “there's a certain trust and affinity that's created when you talk honestly and openly about your solution.”
Image: Courtesy of Amazon
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