Why Customers Don't Do What You Want Them to Do
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Overview
THE MCGRAW-HILL PROFESSIONAL EDUCATION SERIES
These quick reads, based on McGraw-Hill bestsellers, are designed to meet the needs of busy people. Titles in the series focus on each book's main themes and action ideas, reduced to a manageable page count for on-the-go readers.
A results-focused guidebook for recognizing and resolving 24 often-fatal customer objections, and then moving to the close.
Biographical note
Ferdinand Fournies is an internationally acclaimed business consultant and author. His books include Coaching for Improved Work Performance, the bestselling Why Employees Don't Do What You Want Them to Do, and others.
Back cover copy
Why Customers Don't Do What You Want Them to Do
While what you do obviously sets the tone for each sales call, your sales success is based on what your customer does. To achieve breakthrough success, you must learn how to make customers do what you want them to do, at each stage of the sales process.
Why Customers Don't Do What You Want Them to Do ignores gimmicks and tricks to show you specific actions that will dramatically raise the odds of your customer doing the "buying things"--and placing the order. Written by internationally acclaimed author and sales coach Ferdinand Fournies, this results-focused guidebook will help you to recognize and resolve twenty common selling problems and objections and move beyond them to:
Achieve a customer action objective for each call
Spark customer interest
Clarify your product--and yourself
Identify and address potential problems
Show customers how to get the approval they need
Assist customers in choosing, negotiating, and placing an order
You, as the sales professional, are in charge of each selling situation--so it is up to you to manage the encounter and lead the customer to action. Let Why Customers Don't Do What You Want Them to Do show you how to view each call through your customer's eyes, and move to the close with the least number of sales calls--by getting customers to do what you want, when you want them to.
