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Publisher's Summary

The three conversations B2B sale pros must have with customers to control every step of the long-lead buying cycle
The most successful salespeople understand that they are fundamentally storytellers. The reality is that to succeed in sales, you need to master the art of customer conversation. The best story told in the best way will always win. Being remarkable and memorable in your conversations is very important - but it goes beyond great delivery. You must be able to articulate value.
The Three Value Conversations provides the tools and methods you need to differentiate yourself and your solutions from the competition, elevate value to the right decision maker, and maximize all sales opportunities across the entire long-lead buying cycle. The book teaches you how to:



Create value for your prospects by identifying and advising them on problems, potential threats, and missed opportunities
Articulate why your prospects need to choose you over rival competitors
Elevate the value of your offering to your prospect's senior-level decision makers
Demonstrate the business and financial acumen required to make a compelling, credible business case for your solution
Identify unconsidered needs that only your solution solves
Embrace the natural tension that occurs between buyers and sellers to capture and protect the value of your opportunity from unnecessary discounting

Not just another sales process book, The Three Value Conversations equips you with practical, hands-on concepts for engaging prospects and customers at any moment in the buying cycle with the specific stories and skills to create, elevate, and capture value.
©2015 Erik Peterson (P)2015 McGraw-Hill Education
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Customer Reviews

Most Helpful
3 out of 5 stars
By Tom on 06-24-18

good summary of 100 years old sales methods

good summary of 100 years old sales methods but nothing new. would be a good resource for new sales professionals.

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