• The book discusses several topics revolving around how to help the customer buy. It provides tips on product differentiation, objection handling, qualifying leads – all leading to improve the sales funnel and close more.
• At the core is the attempt to understand the balance between product, customer and customer, while looking at long-term relationships. This is to optimize customer satisfaction. Product differentiation can be done in many ways, and one keyway is to understand the perceived value of a product in the mind of the customer.
• The salesperson themselves is also a key differentiating factor, bringing in knowledge and support for the customer. With Inbound Marketing, a new challenge posed for Sales reps is that now they have to become writers and content generators.   

These and more insights from the ground in this great episode of Bits About Books.

Run time – 32.52 mins.