What's Keeping Your Customers Up at Night?: Close More Deals by Selling to Your Client's Pain [Paperback]

Steven Cody (Author), Richard Harte (Author)

Book Description

Publication Date: February 27, 2003 | ISBN-10: 0071411038 | ISBN-13: 978-0071411035 | Edition: 1

A groundbreaking approach to selling to your customer's "pain"

PR guru Steve Cody and sales consultant Richard Harte team up to bring readers a revolutionary methodology for discovering what customers really need and using that knowledge to build stronger, more profitable relationships with them. The evolutionary next step in the "trusted adviser" approach to selling that has taken the sales world by storm, the system successfully combines public relations strategies with consultative sales techniques in a strategic framework.

Among other important lessons, salespeople learn to uncover a client's deepest concerns --"what keeps them up at night"-- and to position their products or services in light of those concerns, using message points and other traditional PR tactics to help them successfully sell to the customer's "pain."

Editorial Reviews

From the Back Cover

"The Dr.'s of pain have provided a prescription for those who are looking for a cure to their sales ills."--Jerry Kaplan, President, Magazine Group, Meredith Corporation

Powerful, provocative, and proven techniques that send your sales figures soaring

Want to open doors and win accounts that seemed beyond your reach in the past? What's Keeping Your Customers Up at Night? shows sales reps and executives how to leverage proven public relations techniques to close more deals, increase repeat business, and prosper in good times and bad. It also provides the keys to deepening relationships, up-selling customers, and keeping sales figures up in uncertain times.

Following a foolproof, four-step approach, you'll learn how to:

• Uncover the pain using combined PR audit and sales assessment strategies
• Enhance the pain using PR-type case studies and sales war stories
• Sell against the pain through pain-based questioning and message point development
• Heal the wound by empowering the prospect to move forward with you

About the Author

Steven Cody is the founder and managing partner of Peppercom, Inc., a top strategy communications firm with offices in New York, San Francisco, and London.

Richard Harte, Ph.D., is the president of Harte Associates, a sales and organizational consulting firm. He has designed sales and management training programs for top corporations worldwide.

Product Details

• Paperback: 208 pages
• Publisher: McGraw-Hill; 1 edition (February 27, 2003)
• Language: English
• ISBN-10: 0071411038
• ISBN-13: 978-0071411035
• Product Dimensions: 9.1 x 6 x 0.5 inches
• Shipping Weight: 6.4 ounces (View shipping rates and policies)
• Average Customer Review: 3.5 out of 5 stars  See all reviews (8 customer reviews)
• Amazon Best Sellers Rank: #2,319,555 in Books (See Top 100 in Books)

More About the Author

Discover books, learn about writers, read author blogs, and more.

Customer Reviews

Most Helpful Customer Reviews

4 of 4 people found the following review helpful:

1.0 out of 5 stars VERY IMPRESSED WITH THEMSELVES, September 15, 2003

By 

Steve Sanders (Chicago, IL) - See all my reviews

This review is from: What's Keeping Your Customers Up at Night?: Close More Deals by Selling to Your Client's Pain (Paperback)

This is an excellent book for anyone in sales (as far as the authors are concerned) Then again they did manage to convince me to buy it! I've been in sales for more than ten years and have attended some of the best seminars in the company at my employers expense. I get the impression the only research these two did was attend a few seminars and take tape recorders. There is not one original idea in this book....I'm not sure what planet they think this concept is succesful on but it is not earth....

3 of 3 people found the following review helpful:

1.0 out of 5 stars This book should come with crayons., October 15, 2003

By 

Raindog (Manhattan) - See all my reviews

This review is from: What's Keeping Your Customers Up at Night?: Close More Deals by Selling to Your Client's Pain (Paperback)

For a couple of purported "pros," Cody and Harte certainly have assembled a collection of facile, redundant, patronizing and almost completely irrelevant advice for the business professional. Read it for entertainment purposes only. Don't quit your day jobs, guys.

5.0 out of 5 stars Brings together the best of Sales and PR techniques, May 8, 2003

By 

James F. Haggerty (New York, NY United States) - See all my reviews

This review is from: What's Keeping Your Customers Up at Night?: Close More Deals by Selling to Your Client's Pain (Paperback)

As the owner of a PR firm, I've read a lot of sales books and a lot of PR books. This is the first book to bring it all together into a system for sales professionals at every level. Cody and Harte have created a practical tool for sales professionals--regardless of industry or level of experience. I bet anyone who reads this book will find it useful, no matter what they're selling. It's also a great read! Highly recommended!