The authors lay out a "DREAM" buying path (do something or nothing; repeat or not repeat; evaluate a new choice; access where to buy; and money...agreement that the price is in an acceptable range. They show how this process is applied, customizing your sales approach to the profile of the customer. Based on extensive interviews, the authors have identified three dominant buying profiles; these are explored in detail. This is a thoughtful presentation of an approach to sales that breaks down the buying decision from the customer's point of view. The keys are the ability to read the customer, determine the appropriate buying profile, and customize the message accordingly. An informative and intuitively appealing approach, that has the added allure of being well tested in the field. For those who sell, this book is a must-read!
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