The Importance of Universal Internal Problem Solving

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This chapter emphasizes the significance of solving universal internal problems for customers rather than just solving external problems. It discusses the importance of integrating subject matter expertise and sales, building a brand culture, and representing a bigger purpose. The chapter also highlights the value of deep knowledge and mastery in a specific subject area, as well as the significance of honesty, vulnerability, and trust-building in customer relationships.

When it comes to sales, you can't settle for mastering product knowledge.That's too myopic. You have to broaden your approach to include a comprehensive knowledge and expertise, not just of a particular product, but of the whole industry or field of which your product is one part. As Andy Frisella says, you have to be "the guy." You yourself have to be a holistic resource for your customer. Those who do that will reap benefits for your brand and bottom line.