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{In What the Customer Wants You to Know, Ram Charan explains how the crisis of a broken selling system can be tackled. According to the author, today selling has become a war of prices. Conducting a business transaction is no longer fun since most customers feel cheated by their respective vendors. Charan says that the easiest way to avoid the hassle is to understand the customer's point of view. Instead of feeling cheated, the consumer should look to the seller for assistance in today's cost-effective times. The author brings in a new aspect of selling, which he calls value creation selling.}

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