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The Hidden Wealth of Customers: Realizing the Untapped Value of Your Most Important Asset by Bill Lee

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3

The Most Powerful Sales Force

Your Customers Are More Credible to a Buyer Than You Are

BEFORE SHE EVER BEGINS to engage with you, your next customer has already found out everything she needs to know. She’s checked out your products and services on the Web through an arsenal of communities, blogs, and posts from industry and media commentators. She has gotten a thumbs up or down on your business from your customers on her personal network and social media sites. In other words, she won’t even consider talking to you directly until late in the buying cycle, only after she’s communicated with her peers.

No wonder traditional sales and marketing pitches fall short these days in wooing skeptical buyers! Instead, it’s customers themselves who ...

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