Most vendors carefully research what customers expect of their products and services, but few, if any, ask customers what they expect of their salespeople. That’s a mistake.
Based on extensive research of customer and vendor organisations, this book uncovers a number of glaring gaps between customer expectations of salespeople and vendor performance. Moreover, it shows a considerable discrepancy between the capabilities that vendors think are important and those that customers actually want. Focusing on the latter, the book suggests ways to professionalise how you sell by incorporating customer expectations of salespeople into all aspects of sales engagements.
Customerized Selling targets all those involved in selling products or services in a business-to-business environment. The book is essential reading if you want to make your sales process a competitive advantage and stand out by selling in the way customers want.