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

Overview

The bestselling author of What the CEO Wants You to Know teaches you how to rethink sales from the outside in.

More than ever, these days, the sales process often turns into a war about price—a frustrating, unpleasant war that takes all the fun out of selling. But there's a better way to think about sales, says bestselling author Ram Charan, who is famous for clarifying and simplifying difficult business problems.

Instead of starting with your ...

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

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Overview

The bestselling author of What the CEO Wants You to Know teaches you how to rethink sales from the outside in.

More than ever, these days, the sales process often turns into a war about price—a frustrating, unpleasant war that takes all the fun out of selling. But there's a better way to think about sales, says bestselling author Ram Charan, who is famous for clarifying and simplifying difficult business problems.

Instead of starting with your product or service, start with your customer's problems. Focus on becoming your customer's trusted partner, someone he or she can turn to for creative, cost-effective solutions that are based on your deep knowledge of your customer's values, goals, and problems. This powerful book will teach you:

—How to gain a deeper knowledge of your customer's company, including costs, values, and how decisions really get made

—How to help your customer improve margins and drive revenue growth

—How to focus on your customer's customers

—How to work with other departments in your own company to customize better solutions

—How to make price much less of an issue

Someday every company will listen more closely to the customer, and every manager will realize that sales is everyone's business, not just the sales department's. In the meantime, this eye-opening book will show you how to get started.

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Editorial Reviews

Publishers Weekly

Charan (Know-How) skillfully and efficiently offers a tutorial on upgrading the productivity of any size company's sales force. His answer: evolve salespeople from "order takers" to knowledgeable ambassadors who approach customers armed with cost-saving solutions they will be happy to pay for Charan's method involves "Value Creation Selling," which at a broad level means reconfiguring a sales force's orientation toward customers' profitability before its own success. The author recommends fostering in salespeople the skills and mindsets of a general manager and equipping them with a "value account plan," or "the document that defines the value proposition and the business benefits the customer can expect to get from it." Charan walks readers through the process of "fixing the broken sales process" with a combination of diagrams and anecdotes from real companies, all while applying the concepts and actions to a booklong case study of a fictitious software company, Sturgis Corporation. The book serves as a practical guide to competing with aggressive price-cutters in today's market. (Jan.)

Copyright 2007 Reed Business Information
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Product Details

  • ISBN-13: 9781400136179
  • Publisher: Tantor Media, Inc.
  • Publication date: 1/2/2008
  • Format: CD
  • Edition description: Library - Unabridged CD
  • Product dimensions: 6.80 (w) x 6.30 (h) x 0.91 (d)

Meet the Author


Ram Charan is the go-to adviser for corporate directors and CEOs and coauthor of the bestsellers Execution and Confronting Reality

Reader of over four hundred audiobooks, Dick Hill has won three coveted Audie Awards and been nominated numerous times. He is also the recipient of several AudioFile Earphones Awards. AudioFile includes Dick on their prestigious list of Golden Voices.

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Sort by: Showing 1 – 4 of 3 Customer Reviews
  • Anonymous

    Posted May 13, 2008

    Become a resource, not a vendor/supplier

    The essence of this book is in the headline above. Too often, sales people and departments in any organization become fixated on their own 'world conquering' solution as the best answer to what they think ails a prospect or client. Charan looks to turn that line of thinking on it's head by stressing the importance of communication and how it positively affects the relationship that develops between a trusted business partner and the client. Understanding what matters to a company and it's employees from top to bottom, understanding what challenges the company is facing in their industry, and developing a solution based on THEIR needs is the name of the game.

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    Posted February 26, 2010

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    Posted January 24, 2010

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    Posted March 13, 2009

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