1: It’s Wednesday. “You park your car at your home airport. You get on a plane for a business trip,” Erik Peterson and Tim Riesterer write in their book Conversations That Win the Complex Sale.

Two days later, you fly home. But what happens if you haven’t written down your parking space?

You can’t remember where you parked your car.

“Why not?” Erik and Tim ask. “You parked there … continue reading

1: “A lot of people enjoy the Geico gecko commercials,” Erik Peterson and Tim Riesterer write in their book Conversations That Win the Complex Sale.

“They’re fun, and they get your attention,” the authors note.

Beyond entertainment, these commercials clearly communicate Geico’s main value proposition in just 30 seconds: “Fifteen minutes can save you 15 percent or more on your car insurance.”

“It’s perfect,” they note. “Simple, specific, and … continue reading