What the Customer Wants You to Know

by Ram Charan

From the bestselling author of What the CEO Wants You to Know—how to rethink sales from the outside in"We have to face the truth: the process of selling is broken. Customers have more choices and are under intense pressure. Yet few companies are facing this reality. When they don't, a lingering malaise sets in."More than ever these days, the sales process tends to be a war about price—a frustrating, unpleasant war that takes all the fun out of selling.But there's a better way to think about sales, says bestselling author Ram Charan, who is famous for clarifying and simplifying difficult business problems. What the customer wants you to know is how his or her business works, so you can help make it work better. It sounds simple, but there's a catch: you won't be able to do that with your traditional sales approach.Instead of starting with your product or service, start with your customer's problems. Focus on becoming your customer's trusted partner, someone he can turn to for creative,