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The Mind of the Customer: How the World's Leading Sales Forces Accelerate Their Customers' Success

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Overview

Reinvent the Sales Process in Your Own Organization

?Today?s sales professionals have to find a way to contribute to their customers? ability to satisfy their own customers and achieve their critical business goals.? ?Dale Hayes, Vice President of Sales, UPS

?The old world of buying them a scotch and having a great dinner is not enough.... The speed of change, the availability of information to your customers, and aggressive global competition has produced a new playing field.? ?Rick Cheatham, Sales Director, ...

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The Mind of the Customer: How the World's Leading Sales Forces Accelerate Their Customers' Success

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Overview

Reinvent the Sales Process in Your Own Organization

“Today’s sales professionals have to find a way to contribute to their customers’ ability to satisfy their own customers and achieve their critical business goals.” —Dale Hayes, Vice President of Sales, UPS

“The old world of buying them a scotch and having a great dinner is not enough.... The speed of change, the availability of information to your customers, and aggressive global competition has produced a new playing field.” —Rick Cheatham, Sales Director, Information Processing & Systems Division, Avery Dennison

Let the world’s best sales forces show you a new way of selling that redefines success. Today’s competitive edge belongs to the salespeople who deeply understand their customers’ businesses and who accelerate the rate at which their customers realize tangible business results.

The Mind of the Customer explores the ways leading companies like UPS, Toyota, Nokia, and others achieve exceptional performance. The book builds on the proven performance-improvement training techniques of The Real Learning Company to supply sales and marketing professionals with a dynamic, straightforward plan to:

  • Improve profitability
  • Raise productivity
  • Increase customer satisfaction

Rich graphical models illustrate key concepts, while contributions from industry leaders provide eye-opening perspectives on how sales in changing—and how you can create competitive advantage amidst that change.

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Product Details

  • ISBN-13: 9780071470278
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 2/3/2006
  • Edition number: 1
  • Pages: 304
  • Sales rank: 849,829
  • Product dimensions: 6.30 (w) x 9.30 (h) x 0.99 (d)

Meet the Author

Richard Hodge founded the Real Learning Company in 1994 after holding both sales leadership and other executive roles in global companies, where he worked with customers who included half of the Fortune 500. He helped to develop new technology categories and worked with Lexus, UPS, Genentech, American Express, and others to implement new breakthrough strategies.

Lou Schachter is senior vice president for design and development at the Real Learning Company. Before joining the Real Learning team, he wrote learning programs for salespeople at a variety of companies, including Cisco and Merck. Previously, Lou helped lead the fast growth of a specialized communications firm.

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Table of Contents

A Parable: How Would You Treat Your One Last Customer? ix
Chapter 1 The Big Picture 1
Pillar 1 Understand: Gain Insight into the Minds of Your Customers 7
Chapter 2 Context Is Everything 11
Chapter 3 Accelerating Value Creation 25
Chapter 4 Earn Your Way into the Mind of Your Customer 33
Chapter 5 Aligning with Executives 37
Chapter 6 Giving Customers What They Want 47
Pillar 2 Create: Let Your Customers Define Value 57
Chapter 7 Traveling among Multiple Dimensions of Value 61
Chapter 8 Get to the Core by Asking High-Impact Questions 65
Chapter 9 Organize Your Brand around the Customer 71
Chapter 10 Calculate the Value Your Offerings Create for Your Customers 75
Chapter 11 Express the Value You Personally Create for Your Customers 79
Chapter 12 Lyalty Comes from Individualizing Value 83
Pillar 3 Communicate: Facilitate Your Customer's Change-Management Process 91
Chapter 13 Overcoming Existing Relationships 95
Chapter 14 From One-Way Presentations to Two-Way Interactions 99
Chapter 15 Negotiate on All the Value Your Customer Obtains, Not Just Price 115
Chapter 16 Negotiating Cooperatively with Value in Mind 123
Chapter 17 Building Partnerships 133
Pillar 4 Manage: Sales Managers Focus Reps on Customer Results 141
Chapter 18 Customers Expect Sales Managers to Focus on Business Results 147
Chapter 19 The Systems Solution 155
Chapter 20 The Six Competencies that Distinguish World-Class Salespeople 159
Chapter 21 Six Ways to Drive Salesperson Performance 169
Chapter 22 The Best Practices in Coaching Salespeople 183
Chapter 23 Focusing the Telescopic Lens 189
Call to Action 199
Chapter 24 The Leader's Role 201
Chapter 25 There's Help around the Corner 215
Bibliography 227
Notes 229
Index 231
About the Authors...and Their Customers 241
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Customer Reviews

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Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted February 18, 2006

    Understandng the Customer just got easier

    This new book breaks new ground in its development of an approach and methodology to REALLY understand the customer. I would highly recommend this book to assist you in gaining the significant advantage of understanding the customer that is usually the difference in closed sales. The authors have developed a series of interlocking templates covering the primary aspects of the sales process and the methods that will work best in meeting the needs of the customer. This is not a book about the highly effective habits or 10 minutes of wisdom, it is a well developed thesis with specific strategies that are reinforced by interviews with key executives (included in book). If you consider yourself 'Best of Breed', you probably agree that the difference in a competitive situation is most often very nuanced. Be prepared to jettison your ego, when you go to the chapter that covers your 'best ' method and find the nuances that could be gained by using their approach. You will also recommend this book to the other sales professional in your organization, EXCEPT for your personal rival

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