What the Customer Wants You to Know客户希望你知道的事情 mobi 下载 网盘 caj lrf pdf txt 阿里云

“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.

1 The Problem with Sales

2 Fixing the Broken Sales Process

3 How to Become Your Customer's Trusted Partner

4 The Value Account Plan

5 Developing the Value Creation Sales Force

6 Making the Sale

7 Sustaining the Process

8 Taking Value Creation Selling to the Next Level The End of the Story

Appendix: How Far Are You with Value CreationSelling?

Acknowledgments

Index

About the Author

RAM CHARAN is a highly acclaimed business adviser, speaker, teacher, and the author or coauthor of many bestselling business books, including What the CEO Wants You to Know and Execution. For more than thirty-five years, he has worked behind the scenes at

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你需要知道客户的决策机制及关键决策人。如何才能从纷繁复杂的组织运作中，理清头绪呢？跟踪资金的流向，就很管用。第一，要看买单的是哪个部门；第二，要看谁参与了采购决策。很可能有些人职位不高，你都没有跟他说过话甚至从没见过，却在决策过程中具有发言权。除此之外，你还要知道，客户决策时会把哪些信息作为决策依据。你能否找到新的信息，影响其决策？回顾过去的决策过程，也许会从中找到线索。例如，最后促成决策的是不是财务因素？在研究分析时，你要有意识地发掘未来的企业领导人，并与之进一步加深联系。

媒体评论

“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

书籍介绍

From the bestselling author of What the CEO Wants You 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 difficult business problems.

Instead of starting with your product or service, start with your customer’s problems. Focus on becoming 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, and customers. This powerful book will teach you:

• How to gain a deeper knowledge of your customer’s company, including costs, values, and how decisions 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 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.