Think Like Your Customer : A Winning Strategy to Maximize Sales by Understanding and Influencing How and Why Your Customers Buy

Acknowledgments xvii Introduction xix PART I WHY CUSTOMERS BUY What Customers Think About 3(22) What Customers Really Want 25(20) How Customers Perceive Value and Risk 45(28) The Cause and Effect of Business Value 73(32) The Value of Customer Relationships 105(26) PART II HOW CUSTOMERS BUY The Sales Process---Redefined 131(16) Anatomy of a Buying Decision 147(26) Reverse-Engineering the Buying Process 173(30) Elevating the Buying Process 203(26) Accelerating the Buying Process 229(22) Notes 251(2) Index 253