Mastering the Complex Sale

Jeff Thull 지음

Wiley 2010년 03월 10일 출간

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책소개

Praise for Mastering the Complex Salequot;Jeff Thull's process plays a key role in helping companies and their customers cross the chasm with disruptive innovations and succeed with game-changing initiatives.quot;-Geoffrey A. Moore, author of Crossing the Chasm and Dealing with Darwinquot;This is the first book that lays out a solid method for selling cross-company, cross-border, even cross-culturally where you have multiple decision makers with multiple agendas. This is far more than a 'selling process'-it is a survival guide-a truly outstanding approach to bringing all the pieces of the puzzle together.quot;-Ed Daniels, EVP, Shell Global Solutions Downstream, President, CRI/Criterion, Inc.quot;Mastering the Complex Sale brilliantly sets up value from the customer's perspective. A must-read for all those who are managing multinational business teams in a complex and highly competitive environment.quot;-Samik Mukherjee, Vice President, Onshore Business, Technipquot;Customers need to know the value they will receive and how they will receive it. Thull's insights into the complex sale and how to clarify and quantify this value are remarkable-Mastering the Complex Sale will be required reading for years to come!quot;-Lee Tschanz, Vice President, North American Sales, Rockwell Automationquot;Jeff Thull is winning the war against commoditization. In his world, value trumps price and commoditization isn't a given, it's a choice. This is a proven alternative to the price-driven sale. We've spoken to his clients. This stuff really works, folks.quot;-Dave Stein, CEO and Founder, ES Research Group, Inc.quot;Our business depends on delivering breakthrough thinking to our executive clients. Jeff Thull has significantly redefined sales and marketing strategies that clearly connect to our global audience. Read it, act on it, and take your results to exceptional levels.quot;-Sven Kroneberg,

목차

Foreword Wayne Hutchinson, Shell International ixAcknowledgments xxiIntroduction to the Second Edition xxvI THE WORLD IN WHICH WE SELL 11 Caught between Complexity and Commoditization 3If Our Solution Is So Complex, Why Is It Treated as a Commodity?2 Avoiding the Traps of Self-Commoditization 31Challenge Your Assumptions and Set Yourself Apart3 A Proven Approach to Winning Complex Sales 49You&-re Either Part of Your System or Somebody Else&-sII THE FOUR PHASES OF DIAGNOSTIC BUSINESS DEVELOPMENT 874 Discover the Prime Customer 89Entering at the Level of Power and Influence5 Diagnose Complex Problems 117The Ultimate Source of Credibility and Differentiation6 Design the Value-Rich Solution 145Creating the Confidence to Invest7 Deliver the Value 169Creating Competitor-Proof Customer RelationshipsIII DRIVING PREDICTABLE AND PROFITABLE ORGANIC GROWTH 187Building a Diagnostic Business Development Capability8 Building a Value-Driven Sales Organization 189Getting Paid for the Value You Create9 Prevent Value Leakage 217Capture Your Value with Diagnostic Business DevelopmentEpilogue: The Era 3 Sales Future 241You Can Watch It Happen to You or You Can Make It Happen for YouAbout Prime Resource Group 249Notes 255Index 259

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저자(글) Jeff Thull

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Jeff Thull is a leading-edge strategist and valued advisor for executive teams of major companies worldwide. As President and CEO of Prime Resource Group and author of three bestselling books, he has designed and implemented business transformation and professional development programs for companies including Shell, 3M, Intel, HP, Tyco, Siemens, Boston Scientific, and Abbott, as well as many fast-track start-up companies. He has gained a reputation as a thought leader in the arena of sales and marketing strategies for companies involved in complex sales.