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Brokers have been urged to “give away secrets” to build trust with potential clients.
Marketing expert Steve Sammartino said clever business ideas could no longer be kept secret because somebody in the world will already have shared them on the internet.
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Brokers who share information through blogs would climb the rankings of internet searches and be regarded as more trustworthy by potential clients, he said.
“The best way to build a relationship is to be a resource,” he said. “Giving away trade secrets is actually a good thing.”
Mr Sammartino added that clients will increasingly judge brokers on the size of their digital footprint.
Posting often was more important than posting in depth – and brokers could even share other people’s content.
He also advised brokers to stick to subjects with which they were familiar and to avoid publishing anything they wouldn’t want to see on the front page of the newspaper.
Mr Sammartino has addressed visitors to the Melbourne and Sydney legs of the Better Business Summit. He will also speak at the events in Adelaide (March 6), Brisbane (March 12) and Perth (March 20). Click here to register for the Summit.
