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

The bestselling author of What the CEO Wants You to Know teaches you how to rethink sales from the outside in.

More than ever, these days, the sales process often turns into a war about price—a frustrating, unpleasant war that takes all the fun out of selling. But there's a better way to think about sales, says bestselling author Ram Charan, who is famous for clarifying and simplifying difficult business problems.

Instead of starting with your product or service, start with your c…