Becoming the Customer
Beyond the techniques, the methods, and the science of sales, is one great
truth: become the customer. See the world through the eyes of your customers
or prospects. Understand their deepest motivations. Decode their hidden
signals. Speak to them in their language and you will establish better
rapport and close more sales.
This work draws from the worlds of professional sales, behavioral research,
and subconscious influence, including Neuro-Linguistic Programming, body
language and hypnosis. It teaches you how to establish trust, understand and
overcome objections, utilize the timeless principles of influence, and sell
to the unique personality, emotions, needs and desires of your customer.
This underlying philosophy -- literally "becoming the customer" - is the key
to hearing what your customers are truly saying, placing their interests
above your own, and becoming an agent of their success and wellbeing. In
this way, everyone wins.
"Becoming the Customer is really about becoming a better salesperson. A
trained hypnotist and an experienced salesman, Peter weaves both parts of
his illustrious career into a cohesive picture, showing us an unconventional
path to the fine art of selling."
--Marshall Goldsmith, million-selling author of the New York Times
bestsellers, MOJO and What Got You Here Won't Get You There
"Becoming the Customer should be right next to Daniel Pink's To Sell is
Human on your bookshelf. Peter's unique perspective, deep understanding of
customer psychology, and wealth of on-the-street selling experience will
help you more fully understand your customer and exponentially increase your
--Wayne Breitbarth, author of The Power Formula for LinkedIn Success:
Kick-Start Your Business, Brand, and Job Search
"I highly recommend Becoming the Customer to anyone who wants to improve
their sales skills and understanding of people and why they buy. Through
simple but powerful techniques and principles, Peter will give you a
competitive edge in your selling career. If you have been looking for how to
take yourself or your organization to the next level in selling, this book
is for you."
-- Teri Yanovitch, author of Unleashing Excellence