What the Customer Wants You to Know: How Everybody Needs to Think Differently About Sales [精装] 1591841658

From the bestselling author of What the CEO WantsYou to Know: 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 difficultbusiness problems. Instead of starting with your product or service, start with your customer’s problems. Focus onbecoming 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 his values, goals, problems, andcustomers. This powerful book will teach you: • How to gain a deeper knowledge of your customer’s company, including costs, values, and howdecisions 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 realizethat 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. From 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 Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. Review “Ram Charan’s done it again! In his signature, easy-to-follow style, Ram describes a practical, down-to-earth yet radically new approach to sales and new business development. Any professional—from a CEO to a front-line sales person—who is looking to improve sales effectiveness is sure to find this book well worth reading.” —Francisco D’Souza, president and CEO, Cognizant Technology Solutions Corporation “What the Customer Wants You to Know is an excellent primer for any business looking to drive better sales results and profitable growth by focusing on what the customer needs to improve his or her business.” —John A. Luke, CEO, MeadWestvaco “What the Customer Wants You to Know challenges sales forces to revolutionize their methods—and our experience at The Thomson Corporation testifies to the fact that the payoff in increased sales and customer loyalty can be significant. His recommendations may sound radical, but they are practical and effective.” —Dick Harrington, president and CEO, The Thomson Corporation “What the Customer Wants You to Know offers a revolutionary approach to customers and sales. Ram Charan provides readers a detailed road map of the coming organization in which creating value for customers becomes everyone’s primary goal. It is must reading for every manager and salesperson.” —Murray Martin, CEO, Pitney Bowes, Inc. “For the winners in today’s complex business environment, the days of simply selling products and services are over. I recommend What the Customer Wants You to Know for anyone trying to understand the shifting sands of today’s competitive environment.” —Bill Teuber, vice chairman, EMC Ram Charan is the author or coauthor of many bestselling business books, includingWhat the CEO Wants You to Know and Execution. For more than thirty five years,he has worked behind the scenes at Fortune 100 companies like GE, Bank of America, DuPont,Thomson, and Home Depot to help senior executives develop and implement strategic plans.

出版社	Portfolio Hardcover
作者	Ram Charan