How Customers Make Decisions. Account Entry Strategy: Getting to Where It Counts. How to Make Your Customers Need You: Strategies for the Recognition of Needs Phase. Influencing the Customer's Choice: Strategies for the Evaluation of Options Phase. Differentiation and Vulnerability: More About Competitive Strategy. Overcoming Final Fears: Strategies for the Resolution of Concerns Phase. Sales Negotiation: How to Offer Concessions and Agree on Terms. How to Ensure Continued Success: Implementation and Account Maintenance Strategies. Anatomy of a Sales Strategy.