Think Like Your Customer

I just finished reading Bill Stinnett’s book, “Think Like your Customer” and I was very impressed with how well he understands the customer’s side of the sales process. I recommend the book highly for a couple of key concepts:


A à B à C


The concept of your product or service being the means rather than an end isn’t new, however I haven’t seen it crystallized as well as Stinnett puts it in the A à B à C analogy. Where the company is today is the A, where the company wants to be tomorrow is the C, we as a vendor must provide the B vehicle to get the there. However, we must first understand the A and the C before we can recommend the B. What a simple but fantastic way to take the attention off of our product and put it back where it should always be – the customer.


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