Book description
The three conversations B2B sale pros must have with customers to control every step of long lead buying cycle
The Three Value Conversations provides the tools and methods you need to differentiate you and your solution from the competition, elevate value to the right decision maker, and maximize all sales opportunities across the entire long lead buying cycle.
Based on extensive research, the authors’ program enables salespeople to articulate value in three essential conversations with the customer: the Differentiation Conversation (creating value), the Justification Conversation (elevating the value to the right level of decision maker), and the Maximization Conversation (capturing that value and maximizing the size of your opportunities).
Table of contents
- Cover
- Praise for The Three Value Conversations
- The Three Value Conversations
- Copyright Page
- CONTENTS
- ACKNOWLEDGMENTS
- Introduction: The Storyteller
- SECTION I Create Value: The Differentiation Conversation
- SECTION II Elevate Value: The Justification Conversation
- SECTION III Capture Value: The Maximization Conversation
- Afterword: The Last Mile
- ENDNOTES
- INDEX
- ABOUT THE AUTHORS
Product information
- Title: The Three Value Conversations: How to Create, Elevate, and Capture Customer Value at Every Stage of the Long-Lead Sale
- Author(s):
- Release date: June 2015
- Publisher(s): McGraw-Hill
- ISBN: 9780071849722
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