If you work for a company who sells products, services, and solutions to other companies, then you’ll be interested in this book, because it is all about how you persuade a customer to buy from you.
The starting point is to recognize that business is doomed unless it has a regular stream of new sales. Sales are the life blood of business. Sales are the oxygen that a business needs to breathe, and if you don’t have new sales, then you don’t have a business, right?
So, everyone needs customers and most of us spend a lot of time and energy trying to win new customers, so our businesses can be successful, and we can make some money.
The big question is why does a customer buy from you?
Business is won when the customer thinks you have the ...
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