Chapter 4

Why do great numbers still slip from the signer's mind?

Vì sao con số đẹp vẫn bị người ký quên?

The chapter's question

How do I retell the value to people who do not use the product?

Big idea

A number needs a short story for the signer to remember it.

In this chapter

  1. Part 4.1

    Before and After

    Which before-and-after pair is strong enough to speak for me?

  2. Part 4.2

    A One-Page Summary

    Which lines go on the value summary page?

  3. Part 4.3

    Letting the Customer Present

    How can my contact carry the number up to their boss?

  4. Part 4.4

    Avoiding Overclaiming

    Which claims sound good but the customer will not believe?

The reading for this chapter is inside Conan School

This chapter has 4 readings, with case stories and exercises. Chapter 1 of The Number the Customer Takes Into the Meeting is free to read right here.

Read in Conan School

Chapters of The Number the Customer Takes Into the Meeting

  1. 1.Did they buy the product, or a change?
  2. 2.Without a baseline, how can I prove any progress?
  3. 3.Will customers trust numbers I calculated for them?
  4. 4.Why do great numbers still slip from the signer's mind?
  5. 5.Is renewal really decided at the renewal meeting?