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What the Customer Wants You to Know: How Everybody Needs to Think Differently About Sales
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Sales rank 74,016
Customers rating (based on 16 reviews)
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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.
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| Publisher | Portfolio Hardcover | | Release date | 12/2007 | | Availability | Usually ships in 24 hours | | Edition | Hardcover |
| | List price | $21.95 | | Our price | $14.27 (you save 34.99%) | | Used price | from $5.31 |
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 Support Engineering Project Manager
I finished the book and scribbled all over. I love this book and the book makes a lot of sense to me. What Ram Charan did was just took the common sense approach to create value in individuals and their approaches. A must have book for all the sales team of any organization of modern times.
 Not Sales 101 but Basic Sales 100
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.
When You Change How You Think
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."
What Selling Organizations SHOULD Want to Know About Improving Sales
Ever to the point on matters of importance to business leaders, Ram Charan has distilled a great deal of insight into this deceptively small book. Don't be deceived, however. If you are serious about growing your business, this will not be a quick read. You will want to go through it slowly, highlighting relevant passages and making notes on how your own organization might adopt some of the approaches it outlines.
In Charan's capable hands, "what the customer wants you to know" turns out to be how to win and keep customers by serving them better and more effectively. It is really a prescription for reinventing and re-energizing your sales organization and indeed, remaking your whole company into a customer-focused learning organization attuned to the needs and successes of the companies (and their customers) it serves.
This little book packs more specific ideas, concepts, and practical tools into 162 pages than many others do in twice the length, including value creation selling, total value of ownership, leveraging internal and external social networks, and adopting a multi-functional approach to account planning. Charan gives specific advice on recruiting the right people, training and development, customer information to be gathered, conducting customer meetings with cross-functional teams, and much more.
Not all companies will be able to implement the approach Charan advocates. Many of those that could will not - it requires a great deal of planning, commitment and effort. Those who do, however, will find a powerful, sustainable advantage over more transactional competitors. The field of sales is experiencing a transformation, still in its early stages. This book is one of the harbingers of that transformation. Innovators and early adopters will, as always, mark the path others will follow and gain both experience and advantage in the process. Highly recommended to those serious about improving sales effectiveness.
The intersection of excellence, ideas and exectuion
One of the most famous quotes of our 16th president Abraham Lincoln reads, "I do the very best I `know how,' the very best I can, and I mean to keep on doing so until the end." According to contemporary business thinkers, this concept of "know how" that President Lincoln referenced comprises a compendium of emotions, personality traits, intuition, cognition and creativity. Which is why noted business writer and executive counselor Ram Charan wrote a book by the same name - Know How - because he believes this ethereal characteristic is what separates overachievers from underperformers. Soundview recommends this book because Charan has synthesized a list of eight "know-hows" ranging from coping with external societal dynamics to corporate positioning, which he believes drives organizational success. More importantly, he further believes these are operable skills that any executive can develop. The author uses case-history sources to demonstrate that command of these know-hows can help provide creative insight to problems beyond typical solutions resulting in innovative outcomes. While few of us will ever face the challenges of a President Lincoln, it's nice to know we can tap into the "know-hows" that can lead to our respective solutions.
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