What The Customer Wants You

Summary of the Book
This book presents Ram Charan’s ideas on how to solve the various problems faced by people in the selling business. He explains that selling is a war of prices and that this is what takes away the fun in the entire business. He teaches sellers how to empathize with the views of the customers to avoid an ugly episode of haggling which only turns customers away. He shows readers that customers begin to feel like they’ve been cheated and betrayed when they are faced with haggling, and sellers must instead look towards value creation selling if they want to achieve their profit margin. He mixes witty writing with examples to show how the relationship between a buyer and a seller can be streamlined by better understanding of the customer’s needs and by building empathy for their requirements.

About Ram Charan
Ram Charan is an Indian American business advisor, author and speaker. He tutors entrepreneurs and CEOs to become world-class leaders. A prolific writer, he has also co-written Execution with former Honeywell CEO Larry Bossidy.
He was a Distinguished Fellow of the National Academy of Human Resources and has worked on the Blue Ribbon Commission on Corporate Governance.