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Glimpse from the book
What the Customer Wants You To Know

The sales process is broken, and companies are ignoring the harsh reality. In today's world, customers are overwhelmed by choices and constantly under pressure, turning sales into a frustrating battle for price. Ram Charan offers a better way: value creation selling. This radical yet practical approach shifts focus from your product to your customer's unique problems, helping you build trusted partnerships and create customized solutions that improve margins and drive growth.

Themes
Value Creation Selling
Customer-Centric Sales Strategy
Building Win-Win Relationships
What The Customer Wants You To Know
  • Pramod Bhasin
    President and CEO, Genpact Global

    “Ram Charan’s advice and ideas have dramatically changed the way Genpact goes to market and sells to key strategic customers. His insights are priceless.”

  • Francisco D’Souza
    Former CEO, Cognizant

    “Ram Charan’s done it again! In his signature, easy-to-follow style, Ram describes a practical, down-to-earth yet radically new approach to sales and new business development. Any professional—from a CEO to a front-line sales person—who is looking to improve sales effectiveness is sure to find this book well worth reading.”

  • John A. Luke
    CEO, MeadWestvaco

    “What the Customer Wants You to Know is an excellent primer for any business looking to drive better sales results and profitable growth by focusing on what the customer needs to improve his or her business.”

  • Dick Harrington
    Former CEO, The Thomson Corporation

    “What the Customer Wants You to Know challenges sales forces to revolutionize their methods—and our experience at The Thomson Corporation testifies to the fact that the payoff in increased sales and customer loyalty can be significant. His recommendations may sound radical, but they are practical and effective.”

  • Bill Teuber
    Former Vice Chairman, EMC

    “For the winners in today’s complex business environment, the days of simply selling products and services are over. I recommend What the Customer Wants You to Know for anyone trying to understand the shifting sands of today’s competitive environment.”

  • Murray Martin
    Former CEO, Pitney Bowes

    “What the Customer Wants You to Know offers a revolutionary approach to customers and sales. Ram Charan provides readers a detailed road map of the coming organization in which creating value for customers becomes everyone’s primary goal. It is must reading for every manager and salesperson.”

What The Customer Wants You To Know

"It is your job as a leader to steer the company through inflation, whether or not you have practice at it. That means fully understanding how inflation touches every part of the business and enlisting the help of others in the company to combat it. Hunkering down until the Federal Reserve fixes things is not a viable plan..."

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