Today's corporate decision makers are more sophisticated buyers than ever before. Whilst most love to buy, all hate to be sold to. They are no longer willing to be pushed, pressurised or otherwise badgered into making a decision to buy what you are offering. Indeed, the harder you push, the more likely it is that they will push back and you will end up with nothing.
This book is about understanding how people buy high value services and products. It’s about earning respect and trust by knowing your client's business and addressing their problems. It's about solving their issues and helping them succeed, not giving them the 'hard sell'. It tells you what to talk about, and when, and how to really hear what your contacts are saying. Ultimately, it’s about the importance of building rapport and relationships to win business.
The book's message is clear . . . if there's little difference between your product or service and that of your competitors, there needs to be a BIG difference in the way you perform in the 'sales zone'.
