At the core is the attempt to understand the balance between product, customer and customer, while looking at long-term relationships. Instead of competing on price, products must compete through...

Startups have to understand customer needs and propose solutions for the user, rather than trying to sell a ‘product’. Salespeople in startups have the responsibility of introducing the product,...

The book talks about a single powerful strategy that contributes to maximizing sales, with emphasis on use case selling. There are several kinds of needs. Even if the buyer...