By Mark Shonka

ISBN-10: 0793154707

ISBN-13: 9780793154708

Today’s revenues execs are hungrier than ever for brand new principles to assist them steer clear of the scary ''vendor'' label.

Yesterday’s revenues expert depended on evaluating product beneficial properties and merits, low costs, and competitive closings. at the present time, a brand new vernacular is rising to explain revenues good fortune.

Selling worth. promoting as a approach. Being greater than a seller. expanding margins. Making expense beside the point. successful executive-level credibility. developing aggressive immunity. those are the watchwords riding the twenty first century revenues specialist. the place demanding situations abound, notwithstanding, real recommendations stay scarce.

Breaking out of the ''vendor trap'' calls for not anything in need of a wholesale rethinking of what it capacity to promote worth. Salespeople needs to reevaluate the categories of possibilities they pursue, how they plan money owed, what they know about their shoppers, and the extent of purchaser they’re prepared to promote to. this sort of innovative swap in method of the character of revenues additionally calls for a brand new strategic step by step plan for progressing in the course of the revenues cycle. that's exactly the approach defined in past promoting worth.

Featuring luck tales culled from dozens of real-life promoting demanding situations, past promoting worth takes the reader out of the realm of dry, textbook promoting and onto the company entrance traces. utilizing those battle-tested concepts as a advisor, past promoting price walks readers via each degree of the revenues procedure, from focusing on the precise buyers via offering a strategic enterprise strategy to the administrative- point determination maker-that one elusive individual within the client association who's actually located to shop for price.

Along the way in which, readers examine the best how to:

• assemble serious intelligence in regards to the customer’s enterprise.

• Outmaneuver the gatekeepers who attempt to block the trail to the pinnacle.

• achieve entry to senior-level executives to carry high-impact company displays.

• determine long term company relationships the place you're employed heavily with determination makers.

For the gang captivated through strategic promoting and enamored with spin promoting, the subsequent new release in promoting has arrived. past promoting price supplies simply what today’s revenues pros need-a confirmed solution to cease getting beat up on fee and begin changing into a severe participant of their customers’ destiny good fortune.

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Additional resources for Beyond Selling Value: A Proven Process to Avoid the Vendor Trap

Example text

This process can be used at any point in the cycle, whether you’ve already received the RFP, you’re proactively recognizing that someone’s going to come out with one and want to be there first, you have to present an RFP response a week from tomorrow, or you’re just proactively trying to sell value. In each of these cases, you can plug the IMPAX Process in and move ahead immediately. Complexity of situation. This process will obviously be effective in a highly complex selling situation. But the process is also a powerful tool in less complex scenarios, where the emphasis is on using the process efficiently and closing quickly.

We hear this all the time. One Fortune 50 client of ours was conducting a research call on a customer in a lucrative but highly competitive sale, when in the middle of the call the contact said, “No one’s ever come in here and asked me questions like that before. Other people just talk about products and services. ” Another IMPAX client in the desktop publishing business used the process to prevent a low-priced competitor from stealing a key piece of multimedia business. Hearing that the competitor had all but closed the business, the rep hastily scheduled three research meetings.

But what company can’t be commoditized, if they let themselves? Microsoft? Software’s a commodity. ExxonMobil? It’s just gas, right? Northwest Airlines? Airline travel is just a commodity. IBM? Hardware. DuPont? Chemicals. Xerox? What, no one else can make a photocopy? You get the point. None of these products are commodities unless the client perceives them that way. Ink on paper, high-quality checks, great business relationship—not a commodity. Superior won the business, established a beachhead in Canada, and became one of the leading suppliers in Canada with the goal to be the primary check supplier in the entire country.

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Beyond Selling Value: A Proven Process to Avoid the Vendor Trap by Mark Shonka


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