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60-Minute CEO: Mastering Leadership an Hour at a Time by Dick Cross

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Chapter 9

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It’s Not Your Products Anymore

I find many businesses that are coaxing customers through their doors with attributes that have very little to do with what those businesses think they’re selling. These are customers who come for what I call “collateral benefits.”

Because features, functions, quality, convenience, and price are still so ingrained in our thinking as the dominant factors in selling, we fail to even consider all the other things that might be influencing customers’ decisions about who to reward with their business. Again, largely because of the Internet—which links us to immediate substitutes with comparable features, functions, ...

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