From Publishers Weekly
This marketing manual has an imaginative format and a step-by-step strategy to help win that sale in a technology-dominated marketplace. Davis, president of a sales training and consulting company, contends that getting inside a customer's head means chucking traditional pitches and adopting eight new roles: student, doctor, architect, coach, therapist, negotiator, teacher and farmer. You study your customer's business until you think you are the customer, prescribe remedies, design bold new systems, direct their use, assuage customer fears, win a fair contract, provide instruction for using the product purchased and tend the soil of customer relations. Davis doesn't pretend this is easy, because each step opens many possibilities, but he comes up with a plan for each of them-with specific suggestions for writing letters, telephoning, e-mail and voice-mail communication and face-to-face encounters. He specifies the order of points to raise and questions to ask, and even suggests the words to use.
Copyright 1996 Reed Business Information, Inc.
Davis has been in sales for more than 25 years, and he has discovered that to be successful it's more important to know how people buy than it is to know how to sell. He breaks the first-time purchase of a significant product or service--what Davis calls the "buy-learning process" --into eight steps and devises corresponding roles for the seller to assume that focus on the customer's needs at each of these steps. Filled with practical examples, Davis' thoughtful guide is well attuned to today's tougher marketplace. David Rouse