Month: March 2018


Developing Expertise Requires Selling Expertise

By Liston Witherill / March 31, 2018 / Comments Off on Developing Expertise Requires Selling Expertise

You and your team didn’t get into selling your expertise for the selling part. You got into it because you’re good at what you do. You got into it because you love what you do. You got into it because you’re curious, starving for answers, and driven to find and apply them. Selling what you…

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Experts Aren’t Desperate

By Liston Witherill / March 30, 2018 / Comments Off on Experts Aren’t Desperate

Selling your expertise can be a difficult endeavor. If you or your company are well-established, you’ll walk in to every sale with esteem and credibility. Working with clients to uncover the problems is where your sales happen. Nothing endangers your esteem, credibility, and perceived expertise quite like desperation. The signals sent by desperation are palpable.…

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Practice Makes Better

By Liston Witherill / March 29, 2018 / Comments Off on Practice Makes Better

When I was 8, I learned to type in a summer. It took hundreds of hours but I can type pretty quickly now. As a kid, I played basketball every day for hours. I grew up in LA where summer days frequently surpass 100 degree Fahrenheit. It was hot, but I got really good at…

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By Liston Witherill / March 28, 2018 / Comments Off on Breadcrumbs

A boat cutting through water leaves a wake in its path. The larger the boat, the larger the wake. If you’re in a nearby boat, you feel the effects of the wake. As we build our business and especially marketing, we leave a wake. As we serve more people, the wake grows. It’s like dropping…

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The Q+A Method

By Liston Witherill / March 27, 2018 / Comments Off on The Q+A Method

Something funny happens when you talk to people: you learn. They know things you don’t know. They have different perspectives. Their wants and needs are different from yours. And yet we spend an inordinate amount of time obsessing over the “right” way to do things in our sales and marketing. But sometimes it would be…

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Selling as a Service?

By Liston Witherill / March 26, 2018 / Comments Off on Selling as a Service?

There’s been a lot written about how “the Internet changed everything.” Marketing and sales software companies like to tell you about it so you go out and buy their thing. They’re right, of course: the Internet has fundamentally changed marketing and sales, but we knew that. The question is: how? The Old Days A sale,…

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The Long Game

By Liston Witherill / March 25, 2018 / Comments Off on The Long Game

Deceit and trickery can work in the short run. In fact, quite a few people get filthy rich doing it, so I won’t pretend that “cheaters never prosper.” Sometimes they are prosperous. But if your goal is to build a solid reputation over decades, prioritizing short term wins that include malfeasance just won’t cut it.…

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Boosting Sales: Actions, Not Outcomes

By Liston Witherill / March 24, 2018 / Comments Off on Boosting Sales: Actions, Not Outcomes

Why are some people extremely successful, and others fall short? It’s a question I’ve asked many times. Looking at competitive sport is a good place to find an answer because there’s little difference in athletic ability at the top. John Wooden, the famous college basketball coach at UCLA, didn’t teach his team to win. He…

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Backward v. Forward

By Liston Witherill / March 23, 2018 / Comments Off on Backward v. Forward

There’s a lot we can learn from history. What’s possible. what’s worked, what hasn’t. But looking into and shaping the future is a completely endeavor. It means learning lessons from the past and envisioning something new. Innovation could be as simple as putting a spin on something that already exists. It could be something completely…

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The Artist, Not the Tool

By Liston Witherill / March 22, 2018 / Comments Off on The Artist, Not the Tool

A funny thing happened. I stopped paying so much attention to my tools. When I started making music, I’d spend a lot of time researching which tools the greats used, and how they used them. When I wrote my songs, I’d spend time researching the process other songwriters used to generate ideas, work out songs,…

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