What the Customer Wants You to Know

The sales process used by most companies today has changed very little through the decades. Their methods for selling are still rooted in a time when supplies were tight and vendors held the cards, when orders had to be booked weeks or even months in advance. Customers had little room to negotiate, and salespeople were basically order takers. Many companies have determined that it is time to transform their approach to selling to better fit with today’s highly competitive business world. They are searching for a method that is radical yet practical.

In What the Customer Wants You to Know, Ram Charan outlines a process successfully implemented in numerous companies and industries. The heart of this new approach to selling is an intense focus on the prosperity of the customer. Adopting this methodology will allow companies to differentiate themselves from their competitors and pave the way to better pricing, better margins, and higher revenue growth, all resulting from deeper, trusting relationships with customers.