1. Creating Value Through Selling
1.4 Video Lecture: How to be a Peach in a World Full of Lemons
How do professional salespeople, with value-creating products and services to sell, separate themselves from scammers and spammers? In a world full of lemons, how can you show that you are peach? This six minute video lecture draws on and extends material from the other content in this chapter, to discuss how professional salespeople and their organizations use credible signals to help buyers determine they are trustworthy.
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Comprehension Questions
- If we are professional salespeople with a great product to sell, how do we separate ourselves from low quality sellers?
- What are four broad types of credible signals that organizations can use?
- How are these signals used in interactions with customers across an organization’s go-to-market strategy?
- How does having more digital information available to customers change the nature of sales roles?