Up to this point in the book, much of what we have discussed has to do with the marketing side of They Ask, You Answer. But when all is said and done, getting found on Google and increasing traffic, leads, and trust is just one of the many benefits of creating a company culture of obsessive listening and teaching.

In fact, the biggest benefit to this type of business philosophy has much more to do with selling than anything else.

But this only makes sense. When all is said and done, regardless of the increased traffic and leads great content produces, if you’re not generating new business, the end result is a failure.

As businesses, we must generate a profit. Having personally looked over the cliff called “Bankruptcy,” I can attest to the truthfulness of this statement.

In this part of the book, we analyze how the principles found in They Ask, You Answer go well beyond your marketing department, permeating your entire sales team and organization when done properly. We show you its impact on sales teams, their culture, their ability to close, and exactly how you can better use content to dramatically increase your sales numbers.