We have to face the truth: the process of selling is broken. Customers have more choices and are under intense pressure. Yet few companies are facing this reality. When they don't, a lingering malaise sets in.
More than ever these days, the sales process tends to be 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. What the customer wants you to know is how his or her business works, so you can help make it work better. It sounds simple, but there's a catch: you won't be able to do that with your traditional sales approach.
Instead of starting with your product or service, start with your customer's problems. Focus on becoming your customer's trusted partner, someone he can turn to for creative, cost-effective solutions that are based on your deep knowledge of his values, goals, problems, and customers.
This book defines a new approach to selling which Charan calls value creation selling-that while radical is nonetheless practical. VCS has been battle-tested in companies in a variety of industries, such as Unifi, Mead-Westvaco, and Thomson Financial. It will enable you to:
 • Gain a deeper knowledge of your customer's problems
 • Understand how your customer's company really makes decisions
 • Help your customer improve margins and drive revenue growth
 • Connect sales with other key functions such as finance and manufacturing
 • Come up with new customized offerings
 • Make price much less of an issue
VCS gets you out of the hell of commoditization and low prices. It differentiates you from the competition, paving the way to better pricing, better margins, and higher revenue growth, built on win-win relationships that deepen over time.
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.
From the Hardcover edition.
网友对What the Customer Wants You to Know: How Everybody Needs to Think Differently About Sales的评论
Using a simple and direct approach supported by equally simple diagrams, Ram Charan explained in his first chapter the problem with sales. He shared how the first salespersons were order takers and in today's market education based marketing where sales people educate is the right approach.
He suggests that by focusing on your customers first (novel concept) instead of yourself (think ego and pocketbook) you as a sales professional will actually realize more dollars in your piggybank and truly be The Red Jacket in a sea of gray suits.
Since the sales team needs to change, the sales training must also follow suite. Charan recommends using an apprenticeship approach is one concept as well as communicating success and measuring progress. This last two ideas are not knew, but so few companies take these to heart and practice.
Even though this is a small book dimensionally with small type, there is a lot of new information. You will need to invest some time because some of his ideas may be foreign to you or may create a "this won't work attitude."
This book has taken a basic Sales Class and provided new terminology to old techniques with really nothing new at all. To go out and find a few companies that were using the wrong tactics and then turned it around using the right tactics is not a new miracle cure for the industry. Their main theme called "Value Creation Selling" has been around for many decades. The book is not wrong in what it is teaching but it is stuff that I learned under a different title many years ago. Not quite up to Dale Carnegie standards. Your money would be better spent on a book called "How to Win Friends and Influence People". This is not a waste of time but is really nothing new.
I've bought several copies of this book to enlighten many of my clients and friends. Ram Charan is always on top of things in the business world and his wisdom is most valuable. This latest copy went to a salesman friend who could have been the man in the beginning story--the one who lost the sales. He was so surprised and excited that he could not put the book down. He recognized himself, rewrote his proposal for a business venture and is on his way to finding out what his customers want him to know.What the Customer Wants You to Know: How Everybody Needs to Think Differently About Sales
GREAT Book by Ram Charan. This book changed the way our organization views our customers. We no longer focus on what we can sell to our cusotmers but how we can help them solve thier biggest challenges. Also excellent customer service by Amazon
Excellent book for all salespeople and C-suite executives interested in growing both revenues and profits.
喜欢What the Customer Wants You to Know: How Everybody Needs to Think Differently About Sales请与您的朋友分享,由于版权原因，读书人网不提供图书下载服务