DescriptionPraise 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
Introduction to the Second Edition xxv
I THE WORLD IN WHICH WE SELL 1
1 Caught between Complexity and Commoditization 3
If Our Solution Is So Complex, Why Is It Treated as a Commodity?
2 Avoiding the Traps of Self-Commoditization 31
Challenge Your Assumptions and Set Yourself Apart
3 A Proven Approach to Winning Complex Sales 49
You’re Either Part of Your System or Somebody Else’s
II THE FOUR PHASES OF DIAGNOSTIC BUSINESS DEVELOPMENT 87
4 Discover the Prime Customer 89
Entering at the Level of Power and Influence
5 Diagnose Complex Problems 117
The Ultimate Source of Credibility and Differentiation
6 Design the Value-Rich Solution 145
Creating the Confidence to Invest
7 Deliver the Value 169
Creating Competitor-Proof Customer Relationships
III DRIVING PREDICTABLE AND PROFITABLE ORGANIC GROWTH 187
Building a Diagnostic Business Development Capability
8 Building a Value-Driven Sales Organization 189
Getting Paid for the Value You Create
9 Prevent Value Leakage 217
Capture Your Value with Diagnostic Business Development
Epilogue: The Era 3 Sales Future 241
You Can Watch It Happen to You or You Can Make It Happen for You
About Prime Resource Group 249