The problem with taking offense is that it's really hard to figure out what to do with it after you're done using it. Better to just leave it on the table and walk away. Umbrage untaken quietly disappears.
Seth GodinRead
The mistake so many marketers make is that they conjoin the urgency of making another sale with the timing to earn the right to make that sale. In other words, you must build trust before you need it. Building trust right when you want to make a sale is just too late.
Interpretation
What this quote means
Trust is essential in marketing and should be established before attempting to make a sale.
Seth Godin emphasizes the importance of building trust with clients before trying to sell to them. Many marketers rush to make sales without first establishing a relationship, but true effectiveness comes from nurturing those connections ahead of time. When the need to sell arises, having already built trust allows for a much smoother and more successful transaction.
Themes
TrustSalesMarketingRelationshipUrgency
In practice
Example use cases
A marketer might use this quote during a workshop focused on building client relationships.
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