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According to business guru Ram Charan, the process of selling is broken. Demand for competitive pricing is ever on the increase, and customers want more than great products at great prices; they want you to know how their business works, so that you can make it work better. It is time for companies to re-think their selling processes, and that's where Charan's concept of Value Creation Selling fits in. It is a new approach that while radical is nonetheless practical and produces stronger customer relationships and long term rewards. VCS will enable you to: gain a deeper knowledge of your customer's business. Use this knowledge to improve your customer's margins. Show how your product and expertise is a winning combination. Someday, every company will listen more closely to the customer.

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Ram Charan is a highly acclaimed business adviser, speaker, teacher, and the author or coauthor of many bestselling business books, including What the CEO Wants You to Know and Execution. He has worked behind the scenes at Fortune 100 companies like GE, B

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你需要知道客户的决策机制及关键决策人。如何才能从纷繁复杂的组织运作中，理清头绪呢？跟踪资金的流向，就很管用。第一，要看买单的是哪个部门；第二，要看谁参与了采购决策。很可能有些人职位不高，你都没有跟他说过话甚至从没见过，却在决策过程中具有发言权。除此之外，你还要知道，客户决策时会把哪些信息作为决策依据。你能否找到新的信息，影响其决策？回顾过去的决策过程，也许会从中找到线索。例如，最后促成决策的是不是财务因素？在研究分析时，你要有意识地发掘未来的企业领导人，并与之进一步加深联系。

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According to business guru Ram Charan, the process of selling is broken. Demand for competitive pricing is ever on the increase, and customers want more than great products at great prices; they want you to know how their business works, so that you can make it work better. It is time for companies to re-think their selling processes, and that's where Charan's concept of Value Creation Selling fits in. It is a new approach that while radical is nonetheless practical and produces stronger customer relationships and long term rewards. VCS will enable you to: gain a deeper knowledge of your customer's business. Use this knowledge to improve your customer's margins. Show how your product and expertise is a winning combination. Someday, every company will listen more closely to the customer.