Consultative Selling, 8th Edition

PREFACE

At a meeting of the Global Marketing Conference of Management Centre Europe, 250 managers were asked to stand if growing their customers came first in the way they ran their businesses. About one-third stood. They were asked to remain standing if their mission statements committed them to their customers’ growth. Ten still stood. The ten were asked if the growth of their own businesses was driven by prices that were based on the value they contributed to their customers’ growth. All ten sat down. The amount of value that the entire group was leaving on the table was approximately 10 percent of the gross domestic product of their countries.

Consultative Selling is the delivery system for value. In return for improved customer outcomes, ...