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Introduction: Why Read Beyond the Sales Process?
Before, During, and After the Sale
How This Book Is Organized
What Matters Most to Customers
SECTION I. Engage: Driving Success Before the Sale
Strategy 1. Research the Organization: Becoming a Student of Your Customer
What You Need to Know About Your Customer
Where You Can Acquire and Capture Customer Knowledge
How You Can Leverage Customer Knowledge
Testing the Effectiveness of Your Research
Strategy 2. Explore the Possibilities: Giving Your Customer a Reason to Engage
Initiating the Customer Dialogue
The Essence of Exploration: Curiosity and the Inquiring Mind
What Does Your Customer Care Most About?
Are You Willing to Make the Required Investments?
Taking Inventory ...