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The moment of truth

In: Moment of Truth

Author

Listed:
  • Andreas Bauer
  • Björn Bloching
  • Kai Howaldt
  • Alan Mitchell

Abstract

The moment of truth. For most sellers that’s when a deal is clinched, a product or service is sold, and money changes hands. That’s what everything else – all that work, heartache, strategy, and tactical planning – is for. To achieve that moment of truth. But closing a sale is just a by-product of something else: the customer’s belief that this choice is the right one. This belief is generated by the right alignment: when what a customer wants lines up perfectly with what the company has to offer.

Suggested Citation

  • Andreas Bauer & Björn Bloching & Kai Howaldt & Alan Mitchell, 2006. "The moment of truth," Palgrave Macmillan Books, in: Moment of Truth, chapter 2, pages 11-28, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-20388-4_2
    DOI: 10.1057/9780230203884_2
    as

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