Description
Book SynopsisKey strategies for long-term, sustainable customerrelationships With nearly every sector of the marketplace challenged likenever before, sales professionals are under pressure now more thanever. Success demands superior strategies and precise execution.
Table of ContentsForeword Wayne Hutchinson, Shell International ix
Acknowledgments xxi
Introduction to the Second Edition xxv
I the World in Which We Sell 1
1 Caught between Complexity and Commoditization 3
If Our Solution Is So Complex, Why Is It Treated as a Commodity?
2 Avoiding the Traps of Self-Commoditization 31
Challenge Your Assumptions and Set Yourself Apart
3 A Proven Approach to Winning Complex Sales 49
You’re Either Part of Your System or Somebody Else’s
II the Four Phases of Diagnostic Business Development 87
4 Discover the Prime Customer 89
Entering at the Level of Power and Influence
5 Diagnose Complex Problems 117
The Ultimate Source of Credibility and Differentiation
6 Design the Value-Rich Solution 145
Creating the Confidence to Invest
7 Deliver the Value 169
Creating Competitor-Proof Customer Relationships
III Driving Predictable and Profitable Organic Growth 187
Building a Diagnostic Business Development Capability
8 Building a Value-Driven Sales Organization 189
Getting Paid for the Value You Create
9 Prevent Value Leakage 217
Capture Your Value with Diagnostic Business Development
Epilogue: The Era 3 Sales Future 241
You Can Watch It Happen to You or You Can Make It Happen for You
About Prime Resource Group 249
Notes 255
Index 259
