This work offers a summary of the book "WHAT THE CUSTOMERS WANTS YOU TO KNOW: How Everybody Needs to Think About Sales differently" by Ram Charan.
For more than thirty-five years, business adviser, speaker, teacher and author Dr. Charan has worked behind the scenes with top executives at some of the world´s most successful companies.
The traditional sales process is broken. Customers today have so many choices that if all you focus on is price, the only thing you can do is keep lowering your prices until it gets to a stage where you´re not making enough money to stay in business.
According to Charan, what´s needed is a completely new approach to selling called "value creation selling" (VCS). The whole essence of VCS is instead of starting with your own product or service offering, you start by looking closely at what problem the customer is trying to solve when he or she considers buying your product or service. If you start using VCS effectively, you´ll have a customer relationship which gets deeper and deeper over time making it exceptionally difficult for your customers to switch to someone else.
What The Customers Wants You To Know offers a revolutionary approach to customers and sales. A must read for every manager and salesperson.
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