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Exposes the 4 very different Buying Cultures and how they should be approached: Value Offered, Value Added, Value Created, and Value Captured. This book provides a methodology for assessing a company's product mix, and a transformation approach to optimize sales and improve competitiveness.
List of contents
Acknowledgments xi
Foreword xiii
Introduction xv
What this book is about xv
Why we wrote this book xvi
A bar in Rotterdam xvii
Who should read this book xix
How to use this book xxiii
1: Some killer products really don't sell 1
So many products, so few sales 1
Heroic failures 4
So firstly, what is a failure? 8
2: It's not how you sell, but how customers buy 11
Sales is sales is sales - right? 11
Four buying cultures 14
How does all this relate to Geoffrey Moore's Chasm? 17
WIIFM - so what exactly does all this mean to me? 19
How do people buy? 22
Momentum = getting the right people on board 26
Managing risk 27
3: If they are buying - are you selling? 29
Choosing the correct buying culture 29
Exploring the buying cultures 31
Different buying cultures, different operational cultures 37
What does a Value Captured company feel like? 40
What does a Value Created company feel like? 43
What does a Value Added company look like? 47
What does a Value Offered company look like? 50
4: The best kept secret - Value Created sales 53
Why Value Created 53
Why do so many companies get it wrong? 55
Vital signs 56
Why is Value Created difficult? 62
A Value Created salesman working in a Value Added company 63
And now some good news 66
5: The magic of a Value Created company 71
The perfect storm 71
The case for change 73
Management 74
R&D 79
Marketing 80
Sales 82
Delivery 94
Support 95
Safety notes 99
6: So what can I do about it? 109
CEO 109
CEO of a start-up 110
Chief Operations Officer 111
Sales Director 112
Head of M&A 113
Head of Marketing 114
Investors or VCs 114
Head of Innovation 116
7: Always change a winning team 119
Can you have too much success? 119
So, are you performing? 120
Transformation - the OCA methodology 123
Using the OCA methodology 133
The Final Word: A summary 137
Appendix 139
Index 167
