What the Customer Wants You to Know: How Everybody Needs to Think Differently About Sales

Speaker and author Ram Charan advocates for a different way of selling, based on creating value for the customer. Accomplishing this requires a sales team that understands their customers' business, finances, and decision process. This concept isn't new. What Charan adds to it is a framework. For someone who hasn't already discovered these concepts, this book could be helpful. What would have made it more useful for me would be to skip the very basic content, such as explaining margins and ROI, and to use some real success stories rather than created ones.