CHAPTER 4

Creating a Customer Experience

There is an obvious implication in your reading this book from chapter to chapter. You will note that I’m creating emphasis on relationships and customer interaction. That is because in years past, the structure of most organizations was concerned with the “what’s in it for me,” approach. However, today’s customer is concerned with the “what’s in it for me” approach and those that make the transition from organization to customer focus will be more successful. There are several reasons for this. First, every organization has got to be concerned about the number one asset—the customer. It is the customer that decides what products and services are to be sold by the selling professional. Selfish selling ...

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