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Value is subjective. What matters to one customer will be irrelevant to another. To provide relevant value, sales professionals need a clear understanding of the customer’s goals. These goals fit into one of three categories: make money, save money, or reduce risk.
The sales professional must first acknowledge that their information is different from the customer’s information. Moreover, the sales professional must continually track the customer’s information
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Thoughts are hidden; we don’t see them. The only way we can imagine that thoughts are there and that they cause behavior is if we have a theory.
Theory of mind reminds us that others can suffer from misperceptions.
Sales professionals must be aware of differing perceptions. Customers are performing more solution research independent of the sales professional.
As a result, it’s easy for the customer to develop a false understan...
Outward conversations express only part of what the stakeholders discuss behind closed doors. Effective sales professionals seek inclusion in these conversations. They do so by becoming an active participant in the problem-solving process.
They focus less on product features and more on und...
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