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The Science of Customer Connections by Jim Karrh PhD

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4

CRAFTING YOUR CONVERSATIONS: What Needs to Be Said . . . and How!

“I HAVE BEEN WORKING on this thing so long that now I'm lost.”

Scott, a regional sales manager for a manufacturer, was an up-and-comer. He had earned a reputation not only for hitting his sales numbers but also for his innate messaging skills. Scott had a knack for asking good questions and simplifying complex technical details. Recently elevated to a manager role, he was showing promise in the way he worked with reps to help them do the same.

Because of his rising reputation, he had been asked to create two very different types of messages. The first was a capabilities presentation, one that eventually salespeople across the company could use in meetings with prospects' finance ...

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