Getting in Sync With Your Customer
I have a book published by Harvard Business Review titled Business Classics: Fifteen Key Concepts for Managerial Success. The book contains the 15 articles in HBR’s history that have sold the most reprints. One article, published in 1964, was titled, “What Makes a Good Salesman,” by David Mayer and Herbert… Read More
Customer’s “buy – learning” Process
In my book, “Getting Into Your Customer’s Head, I describe the “buy-learning” process customers go through when making an organizational buying decision. But don’t for a minute think that your customer is doing a good job of buying. According to studies referenced in the leadership book, For Your Improvement: A… Read More
Customer Care
All experienced salespeople are skilled at communicating care for the customer during the sales cycle. It is still true that for some (and indeed, far too many) salespeople, customer care is a hypocrisy: they pretend to care about the customers’ needs when in fact they do not. They have become… Read More
Sales Call Objectives
In my seminars, we have an exercise that asks salespeople to consider the next three appointments they have set, and answer the questions, “What is your objective for that sales call?” The answers I received at a recent seminar fell into the following categtories: Create a need Discuss their marketing… Read More
