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How to Influence Buying Criteria by David J. Pannell

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.

There are many thousand of business books, you can see the full list of my reviews at Business Books Reviews by Paul Simister (Please click). I've also narrowed these down to a list of the 12 Best Business Books For Business Owners & Entrepreneurs (Please click).

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