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I was in St. Louis the other day, talking Youtility at an event put together by my friends at Standing Partnership, a killer reputation management firm. It was on the official book launch day, so that was a milestone to remember.
Also memorable was a great question from the audience.
One of the three ways to create Youtility – marketing so useful, people would pay for it – is to answer every customer question. Your prospective customers have TONS of questions they need to have answered before making a purchase. This is true for all businesses, but perhaps most so for B2B, where the stakes are higher and the consideration cycle is longer. In the book, I have lots of case studies about answering customer questions, highlighted (of course) by Marcus Sheridan from River Pools and Spas, who revolutionized his business and the swimming pool industry by focusing on teaching, not selling…
