CHAPTER 11

Great Selling: Navigation Skills

We’ve all been there: staring blankly at a vast display of televisions inside a consumer electronics store. So many choices! Are there meaningful differences? Which is the right one for me? How do I get the most value for my money? How do I make the right decision? Will I make the right decision? Looking at web reviews on my phone, I still find it impossible to determine the best option for me. Maybe it’s just easier to go home and deal with this another time.

This quandary is not just a situation in which consumers find themselves. Businesses face the same circumstances every day. Even for major purchases, businesses today are confronting an unexpected wealth of choices. From the point of view of the ...

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