Sales 101 tells us that if we find the pain, we find the sale. Of course this is an over simplification and yes the underlying habits surrounding this concept evolve, but it’s still an essential best practice. The fundamental presumption is that if I can uncover my prospects needs and meet them as desired, I will win the sale. In short, when I act as the authentic advocate to my customers, they are more likely to reward me by becoming advocates of my brand – loyalists, one might say. Do this well and you become what content marketing pioneers Chris Brogan and Julien Smith refer to as Trust Agents. Read the rest of this entry »