CHAPTER 14
Delivering Maximum Value
Unfortunately, in the world of sales, the word “value” is in danger of actually losing its value due to overuse. In this part of the book, I’ll help you by framing what value means from a customer’s perspective—and what it means for you, the seller. In addition, I will give you a simple and practical sales planning tool that will enable you to quickly visualize and maximize the value that you can deliver for your customers at each stage of your selling process.
In the context of selling, value is so loosely defined and randomly tossed around that I suspect it has lost much of its meaning for salespeople. In sales, value has two dimensions, and it is important to understand the difference between them.
Sales ...
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