Why Customers Don't Do What You Want Them to Do--and What to Do About It

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9780070217003: Why Customers Don't Do What You Want Them to Do--and What to Do About It

Sales trainer Ferdinand F. Fournies, knows that the key to selling is at once basic and revolutionary: "What successful salespeople do is to help people to buy." So he's written a practical book that approaches selling from the customer's point of view. Using his Problem/Solution format, Fournies helps readers understand why customers act the way they do - and shows them how to respond in order to move the selling process to a winning conclusion. He presents 25 sales scenarios familiar to every salesperson, followed by specific solutions proven to work when: "They don't need what you're selling"; "They don't know there's a better way"; "They don't know they have a problem"; "They don't know what you want them to do"; "They don't believe what you tell them"; "They're afraid to buy"; "They don't enjoy talking to you"; "They don't know how to negotiate"; and"There really are problems with buying your product". Fournies seasons his guidance with real-world dialogue taken directly from selling situations and training sessions. Salespeople will also appreciate the checklists designed to help them prepare for sales calls and analyze post-call results.

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About the Author:

Ferdinand F. Fournies, internationally recognized consultant, speaker, and professor at Columbia's Graduate School of Business is now retired.

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