Anthony is the author of Run Frictionless and he shares how adjusting sales proposions based on Who/What/Why/How we serve can have a positive effect on customer experience and make it easier for people to buy. He talks about how we serve customers and the appropriate messaging to promote that.

Key insights include: simplifying modes of selling, beware 'future selling', and pre-empt limitations and develop workarounds.

Connect with Anthony on LinkedIn, and with your host Fred Copestake at linktr.ee/fredcopestake.

Podcast sponsored by Remaster Media.