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Steve Yastrow kirjutab Tom Peters’i blogis Stop Telling Stories

Dialogue is not only key to all human relationships, it is at the essence of successful marketing and sales. Advertising, elevator pitches, sales pitches, press releases, billboards, and brochures are, at times, necessary, but we have to recognize them for what they are: Monologues that make for very imperfect ways to connect with customers. If it is possible to be in dialogue with a customer, it’s always preferable to speak with them than to talk at them.

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