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What the Customer Wants You To Know

Author: Ram Charan

Publisher: Portfolio Hardcover

ISBN: Mandy Leonard

Summary:Moving away from the traditional idea of just trying to sell a commodity to a customer, Charan presents us with the Value Creation Selling (VCS) sales process.

Leader Values

Historically traditional sales models have been a formula for guaranteed sales success. Slick talking and masterly salesmanship certainly made the careers of many sales people. However, over the past decade as companies have been overloaded with choices and almost everything can be turned into a commodity, corporations are in the position of bargaining down prices with the option to go to another supplier if their demands aren’t met.

In this evolving environment traditional sales techniques no longer work as effectively.

With this in mind, Ram Charan presents us with his latest book, “What the Customer Wants You to Know.” Moving away from the traditional idea of just trying to sell a commodity to a customer, Ram Charan presents us with the Value Creation Selling (VCS) sales process.  A complete business-to-business process to provide companies with a new framework to change their sales processes and become a supplier that stands out.

At the heart of this process is the idea of adding value to your clients by understanding their business, their objectives and their needs. Allowing companies to tailor the solutions presented to the client should result, according to the VCS model, in higher pricing and profitability and more loyal clients.

In adopting the VCS model, the focus shifts from individual salespeople to a team approach with the salesperson as the team leader. Members of the teams consist of individuals from all areas of the business, each providing detailed information on specific areas of the client’s business, for example finance and legal. This provides a platform to reach other key decision makers within the client organization and developing those relationships.

While Charan has provided a viable process for companies to change, it does not seem to be a process that the vast majority of corporations can adopt. Implementing the VCS process requires the company to completely restructure and this may prove too costly and too much of a long-term investment for many companies.

Ram Charan’s book is definitely worth reading as he provides many interesting insights into current sales processes and ways to improve customer relationships and service which will benefit any business.