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What the Customer Wants You to Know
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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. He has worked behind the scenes at Fortune 100 companies like GE, Bank of America, DuPont, Thomson Financial, Honewell, Home Depot, and Verizon to help senior executives develop and implement strategic plans. Visit www.Ram-Charan.com

Reviews

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 2007 Reed Business Information.

Ram Charans 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 professionalfrom a CEO to a front-line sales personwho is looking to improve sales effectiveness is sure to find this book well worth reading.
Francisco DSouza, 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 methodsand 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 everyones primary goal. It is must reading for every manager and salesperson.
Murray Martin, CEO, Pitney Bowes, Inc.
For the winners in todays 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 todays competitive environment.
Bill Teuber, vice chairman, EMC
"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
aRam Charanas 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 professionalafrom a CEO to a front-line sales personawho is looking to improve sales effectiveness is sure to find this book well worth reading.a
aFrancisco DaSouza, president and CEO, Cognizant Technology Solutions Corporation
a"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.a
aJohn A. Luke, CEO, MeadWestvaco
a"What the Customer Wants You to Know" challenges sales forces to revolutionize their methodsaand 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.a
aDick Harrington, president and CEO, The Thomson Corporation
a"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 everyoneas primary goal. It is must reading for every manager and salesperson.a
aMurray Martin, CEO, Pitney Bowes, Inc.
aFor the winners in todayas 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 todayas competitive environment.a
aBill Teuber, vice chairman, EMC
?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.?

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