Chapter 4. A Primer on Process

After Patterson insisted that every sales agent in the field use the sales method that Crane had developed, the company’s sales began to soar.

What made Crane’s approach so powerful? It focused entirely on the customer’s needs rather than on the company’s product.

At first, Patterson had made the mistake of thinking that it was the specific words that Crane used and the order in which he said them that was the key to success. As his other sales reps finally showed him, that wasn’t where the power of Crane’s approach resided. Rather, it was in the way the sales cycle was systematically organized.

Once Patterson grasped that fact, he became resolute in training the NCR sales reps to think like businesspeople. They weren’t ...

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