The Key to the C-Suite

CHAPTER 2BUILDING YOUR VALUE INVENTORY

In his Little Red Book of Selling (Bard Press, 2004), Jeffrey Gitomer wrote, “Why do people buy is a billion times more important than how do I sell.” I often wonder why organizations spend millions of dollars on teaching their sales professionals how to sell, but very few spend a dime on helping them to understand why their customers buy. This question is where we begin the journey of creating our value inventory.

THE USES OF A VALUE INVENTORY

Building a high-quality value inventory takes time and effort, but the payback comes tenfold. It is crucial to engage people from both sales and other areas in this effort. We believe that anyone who interacts with your customers should participate in the process ...