"The Power Of Value Selling" by Steve Waterhouse

"I think one of the things we forget is that someplace along the line the customer asks the simple question: What does this mean to me? How am I going to pay for this? How much is it going to make us? What's the bottom line value to our organization? It's a tough thing to come up with, but someplace along the line, somebody asks that question. And you have to be prepared to help the customer answer the question."

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