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What's Keeping Your Customers Up At Night?

Overview

A groundbreaking approach to selling to your customer's "pain"

PR guru Steve Cody and sales consultant Richard Harte team up to bring readers a revolutionary methodology for discovering what customers really need and using that knowledge to build stronger, more profitable relationships with them. The evolutionary next step in the "trusted adviser" approach to selling that has taken the sales world by storm, the system successfully combines ...

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Overview

A groundbreaking approach to selling to your customer's "pain"

PR guru Steve Cody and sales consultant Richard Harte team up to bring readers a revolutionary methodology for discovering what customers really need and using that knowledge to build stronger, more profitable relationships with them. The evolutionary next step in the "trusted adviser" approach to selling that has taken the sales world by storm, the system successfully combines public relations strategies with consultative sales techniques in a strategic framework.

Among other important lessons, salespeople learn to uncover a client's deepest concerns —"what keeps them up at night"— and to position their products or services in light of those concerns, using message points and other traditional PR tactics to help them successfully sell to the customer's "pain."

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Product Details

  • ISBN-13: 9780071411035
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 2/27/2003
  • Edition number: 1
  • Pages: 192
  • Product dimensions: 6.00 (w) x 9.00 (h) x 0.44 (d)

Table of Contents

Foreword
Acknowledgments
Introduction
1 Uncovering the Pain (Opening the Wound) 1
2 Enhancing the Pain (Pouring Salt on the Wound) 53
3 Selling Against the Pain (Applying Salve to the Wound) 79
4 Getting the Commitment (Healing the Wound) 99
5 Using Persistence and Imagination to Close More Deals 121
6 Becoming the Pain Doctor 137
Afterword 163
Endnotes 165
Index 167
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