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Expertise is not the main source of our credibility.
On episode #124 of the Rethink Marketing Podcast, Eric and Colin take a look at "Mr. Know It All" and yes, why he always loses! It's an easy trap to fall into as we try to close business and find new audiences in sales and marketing. We need to remember that humility is preferred over self elevation, and that while competence is part of what controls trust, it is the lessor part! Overcomplicating and being demeaning is never a tactic that works. We would be better served by making a buyer or audience feel informed and bringing them along with us in the process and serving them in a role of a teacher not a lecturer. It's an important episode so give it a listen! Enjoy the lesson shared by Colin Jeffries from the philanthropist and industrialist, Andrew Carnegie
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