This essential book demystifies what it takes to succeed as a business-to-business (b2b) salespersons today. The way buyers choose suppliers today has changed significantly. Yet, many salespeople, and the people who train them, still rely on last-century methods that are tips and tricks at best. 21st-century selling starts with understanding your customer. Knowing how they evaluate suppliers, and what triggers an intent to buy, should always direct your sales efforts. Selling is not about trickery, emotional blackmail, high-pressure manipulation or achieving a target at ay cost. It's about being wholly customer-centric. By putting the needs of the customer first, you will always find the right issues and words to base your sale on.
