Download What the Customer Wants You to Know: How Everybody Needs to by Ram Charan PDF

By Ram Charan

From the bestselling writer of What the CEO wishes You to Know?how to reconsider revenues from the surface in

?We need to face the reality: the means of promoting is broken. buyers have extra offerings and are below severe strain. but few businesses are dealing with this truth. after they don?t, a lingering malaise units in.?

greater than ever nowadays, the revenues procedure has a tendency to be a warfare approximately price?a not easy, disagreeable battle that takes all of the enjoyable out of marketing.

yet there?s a greater method to take into consideration revenues, says bestselling writer Ram Charan, who's well-known for clarifying and simplifying tough enterprise difficulties. What the client wishes you to grasp is how his or her enterprise works, so that you may also help make it paintings greater. It sounds easy, yet there?s a trap: you won?t have the capacity to do this along with your conventional revenues method.

rather than beginning together with your services or products, commence along with your customer?s difficulties. specialize in changing into your customer?s relied on companion, a person he can flip to for artistic, low-priced strategies which are in line with your deep wisdom of his values, objectives, difficulties, and buyers.

This e-book defines a brand new method of selling?which Charan calls price production selling?that whereas radical is still sensible. VCS has been battle-tested in businesses in numerous industries, comparable to Unifi, Mead-Westvaco, and Thomson monetary. it is going to provide help to to:
? achieve a deeper wisdom of your customer?s problems
? know how your customer?s corporation relatively makes decisions
? support your client increase margins and force profit growth
? attach revenues with different key capabilities akin to finance and manufacturing
? get a hold of new custom-made offerings
? Make expense less of an issue

VCS will get you out of the hell of commoditization and coffee costs. It differentiates you from the contest, paving easy methods to larger pricing, higher margins, and better profit progress, outfitted on win-win relationships that deepen over the years.

sometime, each corporation will hear extra heavily to the buyer, and each supervisor will become aware of that revenues is everyone?s enterprise, not only the revenues department?s. meanwhile, this eye-opening e-book will enable you to start.

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

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But the customer was focused on something else: accelerating revenue growth and increasing cash flow to fuel that continued growth. Charlie’s competitor, Progis, was attuned to those priorities and found a way to help the customer generate cash by sustainably reducing inventories. It explained to the customer exactly how its offering would help the customer achieve its top priorities. The Progis value proposition met the customer’s business needs far better than the one Charlie’s company offered.

They shared information openly with others at Unifi, and senior leaders ensured that every function and department supported the sales effort. Parke and Holder helped the sales organization make the transition by drilling them in small doses over time, discovering the blockages and resistance points, coaxing them to go back to the customer when information was missing, and helping them round out their picture of the customer’s total business. That kind of business thinking has now become a habit for the sales force.

What they hadn’t done, however, was a thorough reevaluation of the selling process. It occurred to him that while they had streamlined and modernized other areas of the business in recent years, the selling process itself had remained untouched. Maybe it was time for some fresh thinking. We have to face the truth: the process of selling is broken. Customers have more choices today and are under intense pressure to deliver results. Yet few companies change the way they sell in the face of this reality.

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