February 2020
Intermediate to advanced
256 pages
4h 4m
English
14 Over the course of this book, you’ve learned the frameworks, situational fluency, and tactical skills your organization needs to message effectively to existing customers in the four acute commercial moments—renewals, price increases, upsells, and apologies.
And yet underneath it all, there’s a broader story to tell. It’s the story of the difference between assertions made from “best-practices” capture and assertions made through applying scientific rigor to your understanding how your customers frame value and make choices. ...