CHAPTER 7
How Customers View the X-to-Y Shift
Customers see change differently than salespeople do. It’s as if customers are on a moving train and salespeople are on the platform at various stations. Each group has a different sense of what’s moving or changing.
Let’s look at an example from real life, though the details have been changed to provide anonymity. Phillips Connelly is a global accounting firm. Like most professional service firms, it is highly decentralized and allows the partners to run their businesses fairly independently. However, the company manages its profitability by consolidating many back-office functions, and all offices are required to use those centralized services.
A few years ago, in violation of those rules, the Saõ ...
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