PDF Download Rethinking the Sales Force: Redefining Selling to Create and Capture Customer Value
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Rethinking the Sales Force: Redefining Selling to Create and Capture Customer Value
PDF Download Rethinking the Sales Force: Redefining Selling to Create and Capture Customer Value
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In today's markets, success no longer depends on communicating the value of products or services. It rests on the crucial ability to create value for customers. Sales forces need to retool current strategies by recognizing the customer's dominant power in today's economy and what that means for those who sell. Capitalizing on research into the practices of cutting edge companies, the authors show how the successful sales force breaks away from traditional thinking and transforms themselves into complex business processes with multiple sales approaches and selling mdoels that meet the demands of today's sophisticated customers.
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Product details
Hardcover: 320 pages
Publisher: McGraw-Hill Education; 1 edition (February 5, 1999)
Language: English
ISBN-10: 9780071342537
ISBN-13: 978-0071342537
ASIN: 0071342532
Product Dimensions:
6.1 x 1.2 x 9.3 inches
Shipping Weight: 1.4 pounds (View shipping rates and policies)
Average Customer Review:
4.0 out of 5 stars
33 customer reviews
Amazon Best Sellers Rank:
#288,265 in Books (See Top 100 in Books)
Love the book, It's given me a hugely valuable framework for segmenting customers and opportunities that I've never seen anywhere else. Even though it was written more than a decade ago, it's still spot-on, and highly relevant!But the Printing is AWFUL! Almost unreadable. A poorly printed newspaper looks better than this. If I didn't need a couple of people that I work with to read this right away, I would have returned the books. They were printed on what looks like a 20-year-old inkjet printer - probably 300 dpi - with cheap, aftermarket ink.McGraw Hill, you should be ashamed of yourselves for letting your printer get away with this horrible quality.Even if these were mass-market, discount, paperback books, the quality would not be acceptable. But these are expensive, hardcover books.
The book is nearly 10 years old - but still is very relevant. The authors take the reader through an analysis of the Tranactional, Consultative and Enterprise sales cycles, skills, approach and characteristics. The key lesson, emphasized over and over again by the authors, is that "selling is not just selling". Each type of sales requires a different approach, a different sales strategy, a different type of salesperson, and a different selling expectation on the part of both the customer and the vendor.Much of what was predicted by the authors a decade ago has come to pass - and their insight into the psychology and strategy of sales along these three approaches make the book near timeless at its core. If you are responsible for sales or developing sales strategy, this book will help you think and frame up many questions to ask when your sales approach is not performing as expected.
It is a very good explanation how the sales process is boarded from a Buyer's view. The result is the change of usual analysis if you work as a sales person. How to engage with the buyer with a better knowledge of his vision is quite useful depending on the stage of the sales cycle you are. Also talks about strategies and makes reference to the specific activities you can adopt in your business to improve results when you sell solutions. Eventhough you have no experience in sales it could be positive to read it at a manager level.
Some of the books addressing the Internet's effect on business are so buried in futurist fantasy, that it's appliaction for selling today is limited. Rackham and De Vincentis do an excellent job of building a framework for viewing today's selling in an atmosphere of radical change including, but not limited to the Internet's effect on business. Filled with relevant examples, and clear advice about what works and what doesn't; I found the book very valuable in thinking how to apply new age selling to old work products. The premise of the book is that Sales must be about creating value for the customer and not just communicating it. How this is done is dependent on the nature of the sale: transactional, consultive, or enterprise and the structure of the sales channel. They warn against the ctitcal mistakes of applying the wrong solution for the wrong type of sale: If you are in a transactional situation (cost and price driven) it would be disastrous to apply a consultive or enterprise solution. They also warn that while our egos may want us to think that we want a consultive or enterprise relationship, that these types of sales are much tougher that we think, and that enterprise sales specifically are rarely successful for both parties. This is solid usable information. It should be a part of your thinking on sales strategy.
There have been many changes in how our customers buy. The two biggest influencers are the Internet and the crowded marketplace. Rackham's book was published in 1991 and laid the foundation for new thinking in how we align with our customer's buying processes and create value, reduce costs or become easier to do business with. B2B companies that do not follow Rackham's lead are doomed to become commodities. Every student of professional sales processes should have this book.
This book includes key considerations about the nature of large sales and shows, by means of contrasting with smaller sales, the specific requirements for success in this field. By reading this book the reader understands perfectly why extremely successful salespeople of low priced items fail when they are "promoted" to the selling of most prestigious and expensive items. It is a must for anyone in the field or large sales.
It was sold as a new book, but it has writing on all of the pages from the prior owner.
... but getting outdated. Everyone interested in shaping and organizing a sales organizations should read it. Sales professionals should also review it for insight when thinking about segmenting their customers. It was very insightful in its days and is to an extent still today. As with all of these types of books it is ONLY ONE COMPONENT or view of how customer segmentation ans sales force alignment can be successful. SO take it as input, not gospel.
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