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Relevant Selling: Research Proves Customers Value More Than Just Price

Jaynie L. Smith

7 ratings by Goodreads
ISBN 10: 0615564038 / ISBN 13: 9780615564036
Published by Executive Suite Press, 2012
New Condition: New Hardcover
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Bibliographic Details

Title: Relevant Selling: Research Proves Customers ...

Publisher: Executive Suite Press

Publication Date: 2012

Binding: Hardcover

Book Condition:New

Edition: 2nd.

About this title


Stop Guessing What Your Customers Want. Start Selling What Is Relevant To Them...Many companies lament that price pressure has destroyed their margins and market share. Sales people are often convinced that price is their only tiebreaker. This book will show you research that proves otherwise. When customers are surveyed in double-blind studies, we learn that price is not the most important buying factor more than 90% of the time, but many companies cave in because they have no idea how to sell relevance. Without relevance, successful negotiation is seriously hindered.

Research shows that 98% of the time companies have little or no internal agreement on what matters most to customers. External customer alignment falls apart. This is why most companies are not engaged in Relevant Selling. Price trumps value if you don t know how your customers define value. Internal strategic decisions risk going aground when the customer perspective is ignored.

Relevant Selling shows you the importance of learning what is most relevant to your customers, your prospects and your different target markets, noting they almost always require tailored messaging to be relevant - yet, that rarely happens. You will learn how to obtain and use that valuable information. Each chapter is loaded with actual case studies and research that demonstrates how companies achieve remarkable results when they sell what is relevant. Many companies are leaving profits on the table each day simply because they lack the research described in this book.

About the Author:

Jaynie L. Smith is the best-selling author of Creating Competitive Advantage and CEO of Smart Advantage, Inc. She has been an international speaker and consultant for over 20 years.

She works with Fortune 500 companies and has spent over 40,000 hours coaching CEOs and csuite executives from midsized companies to multinational organizations.

Craig Mowrey, Senior Partner of Smart Advantage, is the in-house research expert. He has designed and analyzed more than 150 studies and presents the relevance of these findings nationally and internationally. He has been a subject matter expert in multiple fields for over 35 years.

Mark Steisel is a writer, editor, and consultant who has worked on bestselling books with authors including Donald Trump, Jay Conrad Levinson, and Rick Frishman.

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