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

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9780070217010: Why Customers Don't Do What You Want Them to Do and What to Do About It

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 the only 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.

From Booklist:

Fournies does here for persons who sell what he did for persons who manage in Why Employees Don't Do What They're Supposed to Do (1988). Just as his advice to managers was offered from the point of view of the employee, this advice on more successful selling is offered from the point of view of the customer. Fournies argues that anyone can sell if only he or she uses the same tactics and strategies used by successful salespersons, and he demonstrates how to overcome customer objections at each step in the selling process by providing customer arguments and counterarguments. He warns that the salesperson must know the product, know the competition, and know the customer; he offers practical, specific tips on how to prepare for the sales call, how to make the sales presentation, how to close, and how to follow up. Fournies' lack of gimmicks and hype makes his guide one of the better and more useful--and unique--books on selling. David Rouse

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