CHAPTER 6
SHOW ME THE MONEY
… In which we examine how our customers search for value while avoiding risk and how we manage their expectations whilst avoiding the guidance of idiots.
GOOD VALUE
I have done a lot of work into why people buy things and what they buy, and while this book is in no way a business or sales grimoire, it may not be a bad idea to understand what might provoke people into giving us money. What people buy is value. They will not part with their hard-earned cash until they perceive value.
You may decide to become a business expert and offer to improve the sales performance of your potential client. The offer may be that on a turnover of £500,000 you could guarantee a twenty percent increase after training the sales team. ...
