Relevant Selling: Research Proves Customers Value More Than Just Price [NOOK Book]

Overview

Many companies lament that price pressure has destroyed their margins and market share. Sales people are often convinced that price is their only tiebreaker. This book will show you research that proves otherwise. When customers are surveyed in double-blind studies, we learn that price is not the most important buying factor more than 90% of the time, but many companies cave in because they have no idea how to sell relevance. Without relevance,...
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Relevant Selling: Research Proves Customers Value More Than Just Price

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Overview

Many companies lament that price pressure has destroyed their margins and market share. Sales people are often convinced that price is their only tiebreaker. This book will show you research that proves otherwise. When customers are surveyed in double-blind studies, we learn that price is not the most important buying factor more than 90% of the time, but many companies cave in because they have no idea how to sell relevance. Without relevance, successful negotiation is seriously hindered.

Research shows that 98% of the time companies have little or no internal agreement on what matters most to customers. External customer alignment falls apart. This is why most companies are not engaged in Relevant Selling. Price trumps value if you don't know how your customers define value. Internal strategic decisions risk going aground when the customer perspective is ignored.

Relevant Selling shows you the importance of learning what is most relevant to your customers, your prospects and your different target markets, noting they almost always require tailored messaging to be relevant - yet, that rarely happens. You will learn how to obtain and use that valuable information. Each chapter is loaded with actual case studies and research that demonstrates how companies achieve remarkable results when they sell what is relevant. Many companies are leaving profits on the table each day simply because they lack the research described in this book.
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Product Details

  • ISBN-13: 9781617509742
  • Publisher: Executive Suite Press, Inc.
  • Publication date: 3/12/2012
  • Sold by: Barnes & Noble
  • Format: eBook
  • Pages: 270
  • Sales rank: 1,224,439
  • File size: 623 KB

Meet the Author

Having sold over 40,000 hours consulting to C-Suite Executives for hundreds of businesses, Ms. Smith uncovered the lost discipline of most organizations. She has spent the last 15 years researching and analyzing the causes and developing the solutions. As an internationally sought after and award-winning consultant, Ms. Smith travels extensively to deliver the message of Relevant Selling. She has a masters degree from New York Institute of Technology.
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Table of Contents

Acknowledgements vii

Introduction xiii

Chapter 1 Relevant Selling Frees you from Price-Based Negotiation 1

Chapter 2 Relevant Selling Depends on Unbiased Information 28

Chapter 3 Guesswork Undermines Relevant Selling 52

Chapter 4 Relevant Selling Relies on Internal Agreement 73

Chapter 5 Prospects and Customers have Different Hot Buttons 93

Chapter 6 Relevant Selling Defines Differences in Buying Criteria for Each Target Market and Each Level of Customer 125

Chapter 7 Operational Gaps Affect Relevant Selling 149

Chapter 8 Relevant Selling Relies on the Right Investments 166

Chapter 9 Finding Relevance is Easier than you Think 196

Chapter 10 How to Buy the Voice of your Customer 218

Conclusion and that's a Wrap 231

Index 235

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