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When a give to get thinking pervades your entire business thinking you begin to approach customer relationships by asking "What am I here to give" or "How can I serve" as opposed to "What can I sell." You begin to look for and develop strategic partner relationships with a view on adding value to your existing customer relationships instead of as a means to get in front of new prospects. Accepting this way of looking at the world in business can change the entire architecture of your organization and open up substantially higher levels of attraction inside your marketing efforts. Some successful small business owners adopt this habit as the primary driving force of their business relationships.
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