Matthew Gillogly argues that good content pre-educates and pre-qualifies prospects so thoroughly that traditional sales pitches become unnecessary. When marketing does its job right, the sale closes itself.
So the whole key is that the content is king. What we want is we want to create an environment where the prospect is pre-educated, pre-qualified, and predisposed to doing business with us so that there's zero selling that has to go on. The whole role of marketing is to make the sale. You shouldn't have to have this really elaborate sales process in order to make the sale. You shouldn't have to rely on a bunch of neuro-linguistic programming.
OUT OF THE SYSTEM | How 100,000 Free Doctors Could Save Healthcare $40 Trillion
