Some years ago while running a trusted advisor program for risk professionals I talked about learning to “sell” your message.  I remember how insulted one or two of the participants were.  Along the lines of, “I don’t sell snake oil, I provide great advice”.

Several years on, I now run a Persuasive Advisor Program (because you have to prove your worth first to be invited to become a trusted advisor) and I don’t call it selling.  I sometimes wonder if I should hold my ground, brief up the participants a bit more and call it selling.  I would be interested in your thoughts.  Before you comment, however, please have a read of S. Anthony Iannarino’s latest newsletter here and decide for yourself if risk professionals can learn a thing or two from sales professionals.