What the Customer Wants You to Know How Everybody Needs to Think Differently about Sales

ISBN-10: 1591841658
ISBN-13: 9781591841654
Edition: 2007
Authors: Ram Charan
List price: $21.95 Buy it from $3.00
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Description: From the bestselling author of What the CEO Wants You to Knowhow to rethink sales from the outside in We have to face the truth: the process of selling is broken. Customers have more choices and are under intense pressure. Yet few companies are  More...

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Book details

List price: $21.95
Copyright year: 2007
Publisher: Penguin Publishing Group
Publication date: 12/27/2007
Binding: Hardcover
Pages: 184
Size: 5.50" wide x 8.50" long x 0.75" tall
Weight: 0.594
Language: English

From the bestselling author of What the CEO Wants You to Knowhow to rethink sales from the outside in We have to face the truth: the process of selling is broken. Customers have more choices and are under intense pressure. Yet few companies are facing this reality. When they dont, a lingering malaise sets in. More than ever these days, the sales process tends to be a war about pricea frustrating, unpleasant war that takes all the fun out of selling. But theres a better way to think about sales, says bestselling author Ram Charan, who is famous for clarifying and simplifying difficult business problems. What the customer wants you to know is how his or her business works, so you can help make it work better. It sounds simple, but theres a catch: you wont be able to do that with your traditional sales approach. Instead of starting with your product or service, start with your customers problems. Focus on becoming your customers trusted partner, someone he can turn to for creative, cost-effective solutions that are based on your deep knowledge of his values, goals, problems, and customers. This book defines a new approach to sellingwhich Charan calls value creation sellingthat while radical is nonetheless practical. VCS has been battle-tested in companies in a variety of industries, such as Unifi, Mead-Westvaco, and Thomson Financial. It will enable you to: Gain a deeper knowledge of your customers problems Understand how your customers company really makes decisions Help your customer improve margins and drive revenue growth Connect sales with other key functions such as finance and manufacturing Come up with new customized offerings Make price much less of an issue VCS gets you out of the hell of commoditization and low prices. It differentiates you from the competition, paving the way to better pricing, better margins, and higher revenue growth, built on win-win relationships that deepen over time. Someday, every company will listen more closely to the customer, and every manager will realize that sales is everyones business, not just the sales departments. In the meantime, this eye-opening book will show you how to get started.

Ram Charan has been an advisor to CEOs & senior executives of many Fortune 500 companies including General Electric, DuPont, Citigroup, Ford & Allied Signal. Earlier in his career he was on the faculty at Harvard Business School & Northwestern University.

The Problem with Sales
Fixing the Broken Sales Process
How to Become Your Customer's Trusted Partner
The Value Account Plan
Developing the Value Creation Sales Force
Making the Sale
Sustaining the Process
Taking Value Creation Selling to the Next Level
The End of the Story
How Far Are You with Value Creation Selling?
Acknowledgments
Index
About the Author

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