Get ready for this HARDCORE episode! Today we have Samantha Stone, Founder & CMO at The Marketing Advisory Network. Samantha discusses with Casey Cheshire that people need to learn that is it okay to not be right all the time. She also talks about how when you’re wrong, you have the opportunity to learn something new about your business that you could change for the better. Samantha gives us her tips on how to grow a durable business. Tune in to this educational episode.     Busted Myths: Everything we think we know about how to sell to our buyers are just wrong.  Takeaways: Samantha encourages us to focus on the people we can best serve. She explains that doing this, will help grow your business since you aren’t focusing on yourself or your tasks. Putting 100% of your effort into the customers is key.  We have to learn that it is okay to be wrong. No one is ever right. When you’re wrong, you have the opportunity to learn something new about your business that you could change for the better. When you are doing the research on your customer first you will have to know how you will frame your questions. Ask prompted and unprompted questions, this will help them warm up a little and feel comfortable talking.  As marketers, you want to sell to the buyers and in order to sell to them, you have to sound like them. So having the buyers tell you how they would describe their problems and the challenges they have is really important because then you can speak the same language about their problems which will help with selling them your company. It is important to be very open about listening to your client's needs. It is one of the main structures to building a durable business, not just a good business, but one that can last for years. You want to always keep up to date with technology trends. The marketing business is always growing and changing with its customers. If you fall behind too much, your client percentage will drop.     Quote of the Show: “This is about making money. This isn't about just growing awareness of what we're doing.” (03:55) Links: LinkedIn: https://www.linkedin.com/in/samanthastonemarketing/  Website: https://www.unleashpossible.com/  Twitter: https://twitter.com/samanthastone  Book: Unleash Possible: A Marketing Playbook That Drives B2B Sales Podcasts: Today In Woburn and Unleash Possible Ways to Tune In: Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd Spotify:  https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube: https://youtu.be/toZtsJHcGp8   Podbean: https://www.hardcorpsmarketing.com/e/build-a-durable-business-samantha-stone-hard-corps-marketing-show-episode-323/?token=2c19bf0368b7b2df5b3aea830a4b95ae   Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/