CHAPTER 1
CUSTOMER 2.0 IS MAD AS HELL!
Understanding the New Independent Buyer
It’s the usual Wednesday 4 pm meeting, time to catch up with the sales team. John watches nervously as the members of his team straggle into the conference room and drop into chairs, distracted, discouraged, detached, and restless. The forecast numbers have continued to slide and the end of the quarter is only weeks away. He hired this team last year, but the members haven’t produced the way he had hoped. It’s getting demoralizing, and his boss has made it clear that their lack of productivity is reflecting badly on him.
John takes a deep breath. He knows what he’s going to hear but feels helpless to do anything but listen to the bad news. He starts with Ashley, ...
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