What happens after you spend 30 years searching deeper for why customers do and don’t buy? You discover there’s more that affects whether customers buy and what price they pay then their needs, pain points, situation, challenges and goals. A lot more. Turns out value is not what everyone thought it was. And these discoveries aren’t in any books or training programs yet. Off the radar screen. Sales teams who’ve applied these discoveries boosted their sales by over 20%.
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