The full title of this book by David J. Pannell is
How to Influence Buying Criteria and open doors to More Business, Better Margins in Less Time
In my review posted on Amazon.co.uk, I gave it 3 Stars.
Here is my review.
Worth reading if price versus value is a consistent problem
This book looks at the issue where customers focus on price when there are clear differences in value between competing products. The challenge for the sales person (this book is sales rather than marketing focused) is to open up the conversation.
This book fits into the respectful, consultative selling style of sales training. Although it’s a short book, it’s also quite wordy and wide-ranging. It could have done with a stronger editor to help keep it focused or to push for a wider title. This is an important topic but I wasn’t convinced that it really got to grips with it.
I think it’s worth reading if you are consistently challenged on price when the buyers should be focusing on getting the best value for money. Try the techniques and see if they help.
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