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What the Customer Wants You to Know: How Everybody Needs to Think Differently About Sales
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Binding: Hardcover
Dewey Decimal Number: 658.85
EAN: 9781591841654
ISBN: 1591841658
Label: Portfolio Hardcover
Manufacturer: Portfolio Hardcover
Number Of Items: 1
Number Of Pages: 192
Publication Date: December 27, 2007
Publisher: Portfolio Hardcover
Studio: Portfolio Hardcover
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Editorial Review:
From the bestselling author of What the CEO Wants You to Knowhow to rethink sales from the outside in 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 dont, a lingering malaise sets in. More than ever these days, the sales process tends to be a war about pricea frustrating, unpleasant war that takes all the fun out of selling. But theres 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 theres a catch: you wont be able to do that with your traditional sales approach. Instead of starting with your product or service, start with your customers problems. Focus on becoming your customers 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 sellingwhich Charan calls value creation sellingthat 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 customers problems
Understand how your customers 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 everyones business, not just the sales departments. In the meantime, this eye-opening book will show you how to get started.
Customer Reviews
Average Rating: 
Rating:  - Author Hits a Home Run With This Book!
Ram Charan is outstanding at presenting the customer's perspective in the sales process. Often times sales people get hung up selling themselves, their company and on product features rather than focusing on customer needs. Turning things around and having sales people focus on how they can help a customer solve improve their business or process can change the sales process completely. Consultive selling is greatly appreciated by nearly all customers.
Rating: - Good Insights on Account Driven Sales
I have not read all books written by Ram Charan, but picked up this one since it was show-cased as "New Arrivals" in my neighborhood bookshop. I started with the expectation on relationship management, but found it is intended to be different. Nevertheless, the topic is very much relevant, and should be read by everybody concerned with some kind of sales (direct or indirect).
Mr. Charan brought out one very crucial point that reflects the change in sales process: The sale is not a ... Read More
Rating: - On Value Creation Selling
In this short and instructive text on how to move away from commoditization and low price selling, author and respected business advisor Ram Charan uses storytelling, real business situations, and instructional examples to explain Value Creation Selling (VCS).
Charan starts by declaring the traditional sales method - representative calling on purchasing agent - a broken process; it relies to heavily on a single point relationship and only considers the cost side of the customer equation. ... Read More
Rating: - What the Customer Wants You to Know
I feel this book provides an excellent "road map" for selling solutions to the customer. With global competition for all business development operations, the author's concept of Value Creation Selling should help any organization re-invent its sales force and sales strategy. I would recommend this book be required reading at any company, from the CEO down the frontline sales person.
Rating: - A Sales-Force Led Approach to Helping Customers Succeed
Peter Drucker first described the importance of helping customers be more successful in serving their customers as a strategic issue. As such, most students of business leadership and management have favored analyzing what you as a supplier can do to help customers succeed, adding new capabilities that fit those customer needs, and focusing on customers where you can add the most value. More recently, Michael Porter has developed quite a reputation for spelling out some of the sources of potential advantage ... Read More
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