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Shaping Our Customers’ “Why”

I recently shared my thoughts about applying Simon Sinek’s “Start With Why” concept (also known as The Golden Circle) to the sales process.

I used Sinek’s framework to make the point that our best customers don’t just buy what we do, they buy into why we have chosen to do it and are prepared to pay a premium for how we do it.

Being able to articulate our why – and going on to explain how our approach is distinctively different and capable of driving superior outcomes for our customer – is a critical advantage in complex B2B sales.

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