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Sales Strategies
The Decision to Buy
By Jeff Thull, President & CEO, Prime Resource Group

So, how do you guide your customers through a high quality decision process that will help them understand the value of your solution and be willing to invest in it?

How often has a sale been lost after we believed the customer clearly understood their problem and would make a logical, quality decision? 

As sales professionals we have been taught that we must seek out and uncover our customer's decision process. We are to clearly determine who will be involved, what they are looking for, what criteria they will be using to evaluate the situation, how much money they will be willing to spend, etc. Once we have uncovered the customer's decision criteria, we are then advised to present our solution strengths, our added value, to match that decision process.

But what happens when your customer does not have a thorough decision process or seldom, if ever, buys your type of solution? You may find yourself presenting good information into a sub-optimal process. All too often, after the presentation, we find ourselves shaking our heads in disbelief and saying to ourselves or our team, "I just don't understand! We clearly had the best value," or "They just ignored the superiority of our service," or

Jeff Thull is a leading-edge sales and marketing strategist and valued advisor for executive teams of major companies worldwide. As President and CEO of Prime Resource Group, he has designed and implemented business transformation and professional development programs for companies like Shell Global Solutions, 3M, Microsoft, Intel, Citicorp, IBM and Georgia-Pacific, as well as many fast track, start-up companies. Jeff is a compelling and thought-provoking keynote speaker for corporations and professional associations worldwide. He is also the author of the #1 best selling books Mastering the Complex Sale, and newly released, The Prime Solution: Close the Value Gap, Increase Margins, and Win the Complex Sale. For more information contact: Prime Resource Group,, 1.800.876.0378.

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