Chapter 1

Agile Sales Concept 1: Customer Understanding

Many organizational excellence approaches such as Lean, Six Sigma, and Agile all concentrate on understanding what customers value. Agile goes one step further, as it also considers what brings customers delight. Agile recognizes that emotional experience is equally as important as the perceived value that the customer experiences when engaging with your brand. Emotional experience interacts with the limbic brain, which is directly involved in decision-making.

Agile focuses on knowing who your customers are and then putting yourself in their shoes to truly, empathically understand them. It becomes simple to learn how to deliver higher value and delight through this empathic understanding. ...

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