CHAPTER 6
The Architect
Design Customer-Focused Solutions
Early in my career I stopped by the radiology department of a medium-sized hospital. From the receptionist, I learned that the department was using outdated dictation equipment. A few days later, I sent the chairperson of the department an appointment letter. After several attempts to reach him by phone, I was finally successful in speaking with him and scheduling an appointment.
Having been trained in a traditional four-step sales approach (Approach / Needs / Present / Close), I began the sales call with comfortable conversation, which was successful in building trust. I then began questioning my prospect about his needs. During this portion of the call, I helped him recognize a serious ...
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