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Don’t Just Relate—Advocate!: A Blueprint for Profit in the Era of Customer Power by Glen Urban

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Chapter 8. Tools for Advocacy

In the last chapter, you considered whether advocacy was the right strategy for your firm. If it is, you need to have a range of tactics to build trust and move to an advocacy position on the eight profile dimensions. In this chapter, you will learn about the analytic techniques that underlie these tactics. You have seen examples of trusted advisors in the previous chapter (Intel, GM, and First Tech), but now you will explore the alternative methodologies you can use to build an advisor for your firm. This is an important building block in constructing the advocacy pyramid, but other blocks are available to establish a trusted relationship and reach the advocacy pinnacle. I will present a number of building block ...

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