Mastering the Complex Sale E-Book

Jeff Thull

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 346

Veröffentlichungsjahr: 2010

Beschreibung

Praise for Mastering the Complex Sale "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." --Geoffrey A. Moore, author of Crossing the Chasm and Dealing with Darwin "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." --Ed Daniels, EVP, Shell Global Solutions Downstream, President, CRI/Criterion, Inc. "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." --Samik Mukherjee, Vice President, Onshore Business, Technip "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!" --Lee Tschanz, Vice President, North American Sales, Rockwell Automation "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." --Dave Stein, CEO and Founder, ES Research Group, Inc. "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." --Sven Kroneberg, President, Seminarium Internacional "Jeff's main thesis--that professional customer guidance is the key to success--rings true in every global market today. Mastering the Complex Sale is the essential read for any organization looking to transform their business for long-term, value-driven growth." --Jon T. Lindekugel, President, 3M Health Information Systems, Inc. "Jeff Thull has re-engineered the conventional sales process to create predictable and profitable growth in today's competitive marketplace. It's no longer about selling; it's about guiding quality decisions and creating collaborative value. This is one of those rare books that will make a difference." --Carol Pudnos, Executive director, Healthcare Industry, Dow Corning Corporation

Leseprobe

Table of Contents

Praise

Title Page

Copyright Page

Foreword

Acknowledgements

Introduction

I - The World in Which We Sell

Chapter 1 - Caught between Complexity and Commoditization

The Driving Force of Complexity

The Driving Force of Commoditization

Commoditization Is a Choice

The Missing Ingredient: Professional Guidance

Eliminate the Dry Run

Chapter 2 - Avoiding the Traps of Self-Commoditization

Assumption #1: The Decision Trap

Assumption #2: The Comprehension Trap

Assumption #3: The Presentation Trap

Assumption #4: The Adversarial Trap

Systematic Self-Sabotage

Chapter 3 - A Proven Approach to Winning Complex Sales

Systems, Skills, and Disciplines

A Value-Driven, Diagnosis-Based System for Complex Sales

The Right Set of Skills for Complex Sales

Right People: Managing the Cast of Characters

Right Questions: Quality Conversations, Vital Information

Right Sequence: The Bridge to Change and Value Clarity

The Discipline for Mastering Complex Sales

Creating Value Clarity with Diagnostic Business Development

II - The Four Phases of Diagnostic Business Development

Chapter 4 - Discover the Prime Customer

Understanding Your Distinctive Value

Pinpointing the Prime Opportunity

Diagnostic Positioning—Creating a Compelling Engagement Strategy

How to Be Invited In

The Diagnostic Agreement for Privileged Access and Insight

Chapter 5 - Diagnose Complex Problems

A Wellspring of Exceptional Credibility

Establishing the Critical Perspective

Peeling the Onion

The Buying Decision

Chapter 6 - Design the Value-Rich Solution

Three Types of Solution Risk

Six Essential Design Questions

Confirmation and the Discussion Document

Chapter 7 - Deliver the Value

Formalizing the Sale

Delivering the Solution

Measuring and Reporting Results—Value Achieved

III - Driving Predictable and Profitable Organic Growth: Building a Diagnostic ...

Chapter 8 - Building a Value-Driven Sales Organization

Beyond the Black Box

Creating a Diagnostic Business Development Capability in Sales

Hiring and Developing a World-Class Sales Organization

A 12-Stage Quick-Start Plan

From Novice to Expert

Chapter 9 - Prevent Value Leakage

Who Knows Where the Value Goes?

Diagnostic Business Development Prevents Value Leakage

A Source of Organizational Alignment and Learning

The Value-Driven Company

Epilogue

About Prime Resource Group

Notes

Index

Praise forMastering the Complex Sale, Second Edition

“This book is a ‘must-read’ for anyone in the world of complex sales. Expect game changing impact. My team was able to improve close ratios by 20 percent by applying principles in this book. Collaboration and co-creation drive much better results.”

—Frank Bernieri, Division Vice President, ADP, Inc.

“The clear and powerful message of this book is: Sales is a vehicle for organizational change. Companies evolving to face complexity need a new kind of sales to serve new kinds of customers. Jeff Thull explains why and how, with a foot in the traditional sales world, a foot in the evolving professional’s world, and both eyes on the future.”

—Art Klein, editor-in-chief, strategy+business

“Jeff Thull has changed the way we see ourselves as professionals and the value we bring to our clients. It is hard to imagine being in this profession without Jeff’s contributions. Mastering the Complex Sale contains the best thinking in our field.”

—David L. Miller, Vice President, North American Business Development, Duke Corporate Education

“Mastering the Complex Sale is a masterpiece! It’s street smart, research-backed, and full of real-life advice on how to move all the chess pieces in the complex sales game. You’ll walk away with not only the ‘what’ and the ‘how’ of the complex sale, but also discover how to build the mental stamina it takes to compete at the top.”

—Donato J. Tramuto, CEO and Vice Chairman, Physicians Interactive

“Jeff Thull ‘gets it’. The approach he outlines is pragmatic. Mastering the Complex Sale captures the essence of how an organization must approach defining and delivering real value . . . and the benefits this provides to everyone involved in the process.”

—Kristina Robinson, Vice President and General Manager, HP-Business Intelligence Solutions.

“Don’t read this book without a highlighter and Post-its to capture the concepts and apply them today. You can really sink your teeth into the real life examples and scenarios. We adopted the principles that Jeff introduced in the first edition and really increased our market share over the competition. The concept of ‘value clarity’ in this edition is already enabling our sales executives and engineers to drive even more profit going forward.”

—Chris Krieps, President, Compressor Controls Corporation

“We have been leveraging Jeff’s Thought Leadership for more than 20 years. As a CEO with a global client base, I have found the Diagnostic Business Development process to be an invaluable tool. To be successful today, CEOs must get more involved in understanding and executing their sales strategy through an integrated organizational capability. This book is a powerful guide for building that capability and assuring predictable and profitable growth.”

—David Frigstad, Chairman, Frost & Sullivan

“In this book, Jeff does a phenomenal job of providing both sales reps and management a blueprint for success. It leads the way in developing innovative sales strategies and continues to be one of the most profound learning experiences and methodologies. It is a proven sales method and a powerful prescription for our ongoing success.”

—Mark N. Groudas, Vice President, Americas Field Operations, Waters Corporation

“If you’re picking this up for the first time, or want to see what’s new in the second edition, either way, once you read Mastering the Complex Sale, there’s no turning back. Jeff Thull once again provides a clear path to what works in today’s realities. Follow it and you will succeed!”

—Ron Anson, Director of Corporate Development, American College of Cardiology

“Jeff Thull’s approach to Diagnostic Selling has been the sales backbone of my business from selling capital equipment in the mid 80s, to executives for complex factory level solutions, where my top line went up, my margins improved, and my sales team’s hit rate soared to a number one market share position. Today, as CEO, it is critical that my global sales team understands how to analyze our customers’ true needs, diagnose what is really happening, design collaborative solutions, and get paid for the value we provide. This advanced Mastering the Complex Sale book is leading-edge and even more relevant to my business than ever before.”

—Jeffrey L. Timms, President and CEO, Microscan Solutions Inc.

“Mastering the Complex Sale is a must-read book! Jeff Thull changes the game of selling by showing sellers how to quantify their business value step-by-step and help their customers get clarity on why they need to buy. The result—you will win more sales.”

—Brian Carroll, CEO, InTouch, author of Lead Generation for the Complex Sale

“The biggest truth in today’s business world is increased complexity. Collaboration and trust between seller and buyer are critical to navigating that complexity, and Jeff Thull is the architect and designer of just how it’s done. The more buyers and sellers at all levels that read this book, the more they, and we, will all benefit.”

—Charles H. Green, co-author, The Trusted Advisor, author, Trust-based Selling

“Jeff’s insights continue to break through the traditional paradigms of selling. ‘If you commoditize your customer, they will commoditize you,’ should cause some very serious soul searching and Jeff’s answers to this challenge, when adopted, will lead to significant success. If you are serious about not being commoditized, you need to become a master of the complex sale. Thull’s recipe for success—Discover, Diagnose, Design, and Deliver—has worked extremely well for us, and I am confident his expanded perspectives in this second edition will take us to the next level.”

—Ron McCullough, Vice President Sales and Marketing, Fives North American Combustion, Inc.

“This book is packed with pragmatic advice that is applicable across multiple industries, different cultures, and mature and developing economies. Jeff’s Diagnostic Business Development process provides a clear methodology to create and capture value for our customers and develop sustainable, long-term relationships based on providing a credible source of business advantage. If you only consult one book, then this is it!”

—Gary Lord, New Business Development Leader, Dow Corning Healthcare Industries

“Jeff’s approach to the complex sale is both accurate and insightful. Any sales organization that embraces and puts Mastering the Complex Sale and the models and strategies of the Prime Process into practice will have a tremendous business advantage.”

—Stan Luboda, Senior Vice President SISD Sales and Business Development, Cognex Corporation

“Thull’s clear and distinctive advice provides the reader with a real-world road map for maximizing results in high-stakes sales. Diagnostic Business Development takes today’s consultative salesperson’s game to the next level. This book is mandatory for those looking to gain a true competitive advantage and distinguish themselves from the competition.”

—Donny Holender, Senior Vice President, The Reynolds and Reynolds Company

“Jeff Thull has done a brilliant job of capturing a straightforward and immensely lucrative way for executives to get a handle on your complex sales. He takes you to the heart of delivering measurable results for your customers, resulting in increased margins and customer loyalty.”

—Todd C. Cozzens, Chief Executive Officer and Vice Chairman, Picis

“Mastering the Complex Sale lays out the most significant business and sales strategy to come along in years. It is clearly leading-edge thinking. As a technology innovator, we see it as a must. Read it and win!”

—Tim Klein, CEO, ATTO Technology, Inc.

“If you’re tired of being the ‘unpaid consultant’ and engaging in countless ‘dry runs,’ Thull’s Mastering the Complex Sale shows you how to cut through the clutter and cut to the chase. This book gives you everything you need to transition from conventional to complex sales. A real adventure!”

—Per Lofving, Senior Director, McGraw-Hill Construction

“Thull’s description of self-commoditization should be a real wake-up call. There’s more mileage in those few pages than most sales books have in total. Read it, apply it, and get ready to step away from your competition.”

—Krishna Chettayar, Industry Solutions Executive, Acxiom Corporation

“This is a must-read for any executive who hopes to create or sustain a vibrant business. Jeff Thull’s diagnostic approach provides the answers to not only increase your margins but have your customers thank you. Pass it by at your own peril.”

—Lisa Tweardy, General Manager—Bracing, Biomet Spine, and Trauma

“Among the most common challenges salespeople face are delayed or ‘no decisions.’ With Jeff’s approach to ‘value clarity,’ you’ll develop business opportunities where your customers will be compelled to buy at the right time, for the right reasons, at the right price.”

—Marc Bernanke, Vice President Sales and Field Operations, ASIFT Software

“Jeff Thull understands the evolution of the complex sale and delivers acute insights in a book that is extraordinarily accessible and actionable. His core principles should be at the heart of every modern sales effort.”

—Kurt Lanning, President, Clark Consulting, Inc.

“My business is to nurture start-ups into world-class winners. To succeed, they must have from their first day of life every possible ‘unfair’ advantage against competitors, commoditization, and endlessly expensive sales cycles. I discovered the Prime method 15 years ago and never looked back. It applies to more than selling—it’s a value-creating mind-set that affects every point where we touch our customers.”

—Richard Koffler, CEO, Koffler Ventures, LLC

“Jeff’s theme of clarifying value, connecting it to customers’ performance metrics, and quantifying the impact, is more critical today than it has ever been before—a fitting sequel to Jeff’s original masterpiece.”

—Michael W. Liacko, Executive Vice President, Integrity Global Security

“Mastering the Complex Sale is a jewel of a book. Straightforward, pragmatic, and packed with examples, Thull demystifies selling complex offerings with powerful insights into what does and does not work. He reminds us that success hinges on being able to clarify value to multiple stakeholders and decision makers and then lays out exactly how to do that. This is an essential guide for anyone offering sophisticated technologies and services.”

—Verna Allee, CEO, ValueNetworks.com

“A road map for graduating from messenger of information to mentor of customers, Mastering the Complex Sale will be devoured by sales professionals—people who seek not only career success but personal fulfillment from their high calling.”

—Carl T. Holst-Knudsen, President, Thomas Publishing

“Approaching the complex sale as a decision process, not a sales process, takes customer focus, win-win, and mutual respect to a new level. The Prime Process is clearly the way to do business.”

—Robert Priest-Heck, President and CEO, WCP Exposition Services Holding Company, LLC George Fern Company, Champion Exposition Services, and Immersa Marketing

Copyright © 2010 by Jeff Thull. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

Mastering the Complex Sale®, Diagnostic Selling®, Diagnostic Business Development®, Diagnostic Marketing®, and Prime Resource®, are registered trademarks of Prime Resource Group, Inc. Diagnostic Maps™, Key Thoughts™, and Value Life Cycle™ are trademarks of Prime Resource Group, Inc.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, [phone], fax [phone], or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, [phone], fax [phone], or online at www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

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Library of Congress Cataloging-in-Publication Data:

Thull, Jeff, 1949-

p. cm.

eISBN : 978-0-470-63259-8

1. Selling—Handbooks, manuals, etc. 2. Relationship marketing-Handbooks, manuals, etc. I. Title.

HF5438.25.T525 2010 658.85—dc21

2009054053

Foreword

WAYNE HUTCHINSON Vice President, Category and Supplier Management, Shell International, The Hague, The Netherlands

When we began planning our annual sales meeting at Shell Global Solutions in 2004, we decided to recognize our top salespeople with a special rainmaker’s award. We wanted to give this award to at least ten salespeople and decided that to win the award, each of them should have written at least $10 million in business in the previous year. The only problem was we didn’t have ten salespeople who qualified and we had to drop the bar to $7 million. Five years later, when we started planning our 2009 sales meeting, we had 22 salespeople who had each written over $25 million worth of business the year before . . . in a single deal. Diagnostic Business Development®, the subject of the book you are about to read and the brainchild of its author, Jeff Thull, played an instrumental role in this feat.

Like the first edition of Mastering the Complex Sale, this newly updated and revised edition perfectly articulates the challenges we faced at Shell Global Solutions, challenges with which many business-to-business companies, large and small, continue to struggle. In 2003, when I arrived to head up sales and marketing, we had the most comprehensive and best set of technologies and services for plants in the oil and gas, petrochemical production, and other processing industries. We knew they were the best because they had been developed for and refined in Shell’s own facilities around the world. We also had a great brand. As a unit of one of the world’s leading oil and petrochemical companies, we had no problem cold calling and getting appointments with top executives in the industries we served. But once our salespeople got face-to-face with prospective customers, far too often they simply pulled out our thick catalog of 850 discrete offerings, which ranged from consulting engagements to complicated process technologies to simple widgets, and took the position of “We’ve got it all. What do you need?”