What the Customer Wants You to Know : How Everybody Needs to Think Differently About Sales

What the Customer Wants You to Know:
What the Customer Wants You to Know

Why did I choose this resource?

I chose this book summary with Kevin’s help because I am interested in working in sales and this book offers a different approach to selling.

What did you learn from it?

I learned that when making a sale, you should focus on the client. You should know all details about their business and what can/will make them better. When you rate your success by theirs, both parties benefit and will continue to want to work together.

Key Knowledge

VCS – Value Creation Selling

  • Focus on the prosperity of the customer
  • Measure success by how well the customer is doing with our help
  • Add value by using all possible resources to help customers meet their business goals and priorities
  • What’s different about this approach?
    • Large amount of time spent on learning the customers business in great detail
    • Use new capabilities and tools to understand and improve how the customer does business
    • Know your customers’ customers.
      • Customer Value Chain – working backwards from the needs of the end consumer to the needs of the customer
  • More time is needed to produce an order or generate revenue
  • Top management must regulate/enforce the behaviors that will make the new sales approach effective
  • Sales people become team leaders – organize and direct groups of experts from diverse areas such as finance, legal, and manufacturing. Everyone has to work together!

How are you using what you learned?

  • Taking time to learn about our clients. Who they are, what they do, and who are their customers.
  • Trying to change my focus from my success to the success of the client.

Key Changes / Key Actions

Anant is already using VCS, but there is always room for improvement.

Additional Information



  • Name : What the Customer Wants You to Know
  • Author : Ram Charan

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