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10/25/2017

Andrew Johnson

headshotAndrew, CEO of ShelfAware, is an entrepreneur, inventor, and business owner. Formerly the sales manager at the family distribution company, O-ring Sales & Service, he is now pursuing a new endeavor, a tech startup called ShelfAware, which is attempting to redefine industrial distribution by leveraging RFID technology, the internet, and the power of data. He is also lucky to work with his three equally talented and passionate brothers.

 

 

013 The Modern Distributor: Digital Transformation

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Relevant Selling

Jaynie L Smith

Research Proves Customers Value More than Just Price

Relevant Selling, the sequel to best-seller, Creating Competitive Advantage, challenges the all-too-familiar price issue. Many companies lament that price pressure has destroyed their margins – but when customers are surveyed in dou­ble-blind studies, we learn that more than 90% of the time, price is not the most important buying factor. This book will teach you how to uncover what is relevant to your market and stop caving in on price. Without relevance, successful negotiation is seriously hindered. More than Just Price

    bookDifferentiators are not competitive advantages if they are not relevant to the customer.

    Companies must not only sell value, they must also sell what is specifically of value to the customer.

    The majority of marketing and advertising efforts rely too heavily on creativity instead of relevance.

Relevant Selling shows you the importance of learning what is most relevant to your customers, your prospects and your different target markets, noting they almost always require tailored messaging to be relevant. You will learn how to obtain and use that valuable information.

Each chapter is loaded with actual case studies and research that demonstrates how companies achieve remarkable results when they sell what is relevant. Many companies are leaving profits on the table each day simply because they lack the research described in this book.

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