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(More customer reviews)For the record, the quote in my review title is from page 10. "Escaping The Price-Driven Sale" bills itself as being "From the creators of SPIN Selling," even though its author, Neil Rackham, is not directly involved. Rackham is the founder and president of Huthwaite Inc., while "Escaping" authors Tom Snyder and Kevin Kearns are its Senior VP of Strategy and Business Development and CEO, respectively.
That said, my initial impression of the book is that it draws a direct connection to the importance of the "Implication" phase of SPIN selling. In the Implication phase, you work with the customer to review all of the variables, both pro and con, involved with taking or not taking action. "Escaping" points to the "sweet spot" intersection of Industry Knowledge, Business Acumen and Questioning Skills...that spot being "Business Impact (Value) Zone / Customer Discovery Zone"...as the area in which a skilled salesperson can soar.
There are four quadrants to the book:
1). The "Unrecognized Problem"
2). The "Unanticipated Solution"
(both classified as "Consultative Selling")
3). Unseen Opportunity
4). Broker Of Strengths / Cross-Selling
(both classified as "Strategic Selling")
The premise is that if a salesperson is adequately comfortable and skilled in each of these four quadrants and has done their homework prior to approaching a potential or current customer, they are empowered to "escape the price-driven sale."
There are no gimmicks here, no voodoo, and the "methods" are based in common sense. It should not require a massive "paradigm shift" for any salesperson to understand and embrace the principles, but make no mistake about the fact that this approach requires focus, effort, and determination. Readers who are drawn to books on "how to close the sale" or "cold calls that really WORK"...any kind of short cuts, and especially those who think memorizing a sales script is a way to get their foot in the door...are basically order takers and not salespeople. Reading this book would not be the best use of their time unless they're ready to roll up their sleeves and go to work and stop being order takers.
The authors assert that it is too easy for most customers in the modern economy to purchase products or services without the involvement of a salesperson. It's called "The Internet"...look at where you are right now! You're on a Web Site that allows you to purchase products without dealing with a salesperson, cashier, etc. The business world is the same. Your clients have access to more information than you could possibly offer them.
The nuance...and the selling point of the book...is that most customers have access to the raw data but lack the insight to cherry-pick it and shape it into meaningful solutions to increase profit, save money, etc. They are too close to the day-to-day operations, too directly involved, to have the objectivity and creativity needed to find the source of pain and obliterate it. That's the job of the salesperson. Do the homework, connect the dots, THAT is the value you bring to the table.
A powerful book of the 80 / 20 mode. 80 percent of the people who buy it will either put it on the shelf without reading it or will not put the principles into action.
The other 20 percent will "wake up to the new reality." Then 20 percent of THAT 20 percent will be the cream that rises to the top and actually puts the wisdom in this book to good use.
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From the creators of SPIN Selling®--a groundbreaking strategy for selling at a premium price every time.
Do you frequently discount to win business? Do your customers ignore the differentiators you believe you bring to the marketplace? Does your brand seem to matter less tocustomers today?
Great products, stellar service, and a strong brand are just prerequisites today. They no longer differentiate. If you don't do something radically different soon, you will become unnecessary to customers.
Integrating the most comprehensive research in the selling profession with years of realworld application by leading sales organizations, Huthwaite, Inc., creator of SPIN Selling®, brings you Escaping the Price-Driven Sale. This book builds on Huthwaite's history of providing groundbreaking concepts with straightforward guidance for execution.
Sellers who master requisite new skills can dominate their market and virtually eliminate their competition. Those who fail to make the adjustment are doomed to irrelevance.
Escaping the Price-Driven Sale reveals how sellers can become differentiators themselves by providing insight that customers cannot find elsewhere.
In this book you will discover:
The tectonic shift in today's market that has irrevocably changed the nature of consultative selling
Four strategies for selling at a premium—even in acommoditized market
How to create lasting behavior change, individually andorganizationally, to succeed in today's marketplace
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