John S McKinstry

Treat Your Customers Like Animals outlines a counterintuitive approach to selling that leads to rapid sales growth through VALUE Encounters.

The cornerstone to an effective VALUE Encounter, whether the engagement is with prospective customers, networking to obtain new customers, or servicing the requirements of existing customers, is the relationship that you have with the party with whom you are communicating.

Not all relationships are the same, and not all customers are the same. Often when people operate in business they gravitate towards those individuals or organisations that they believe can help them the most, particularly when looking for new business opportunities or selling additional products and services to existing customers. This is a fundamentally flawed approach that can damage relationships and results in a significant waste of time and effort.

If you look at your customers and prospects according to their actual or perceived monetary value to you or your organisation, or look at your network and grade the usefulness of those that you know to your commercial objectives, you probably adopt some form of traditional A, B, C and D grading criteria.

If this is the case, you will benefit significantly from learning how to treat your customers like animals, from classifying them as Elephants, Tigers, Cats and Kittens and interacting with them according to their relationship not according to their actual or perceived monetary value.

There is no disagreement from any seasoned business development professional, learning and development specialist, or successful entrepreneur that relationships are the key to successful outcomes. None of these people, however, can explain why this is the case in a way that provides less experienced staff with a framework that allows them to operate as efficiently and effectively as they do.

The VALUE Encounter approach is counter-intuitive. It is revolutionary in terms of conventional business development techniques, is replicable and will rapidly increase your commercial effectiveness.

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