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Sharon Drew Morgen
Brand: Morgen Publishing
Most Helpful Customer Reviews
It's too bad that books are written these days to sell people and companies rather than instruct. This book fits in this category. Here is what it's all about: Sellers don't recognize that for buyers to buy, a change must happen within the buying organization. That's all. Sharon Drew takes up over 200 pages to repeat herself, over and over again, but offers no way to actually do what she is selling. Clearly, she wants you to spend money on her, nothing more, nothing less. Equally important is that we've known for some time now that to unseat a competitor or to win a competitive battle - the norm today - buying organizations must make a change. Sharon Drew tell you that you will never know how to make the change but also tells you that you must be the catlyst - a big contradiction. The one insight that might help you is the idea that as a seller you are "installing a business solution not selling a product" but again, nothing instructive about how to do...
This author adds an important new dimension to the field of complex B2B sales!
To explain you what I mean, here is a short history of sales theories:
* Around 1990, authors like Neil Rackham helped us move from product-centered HARD-SELLING to PAIN-BASED SELLING, i.e. they learned us to search for and grow customer' problems, open the customers' eyes on a solution, etc. In other words, they learned us about 'consultative' B2B selling.
* Around 2005 authors like Marc Miller and Jill Konrath, add GAIN-BASED SELLING, i.e. they learned us to not only focus on pains, but to also discuss customers' strategic objectives, to always have a strong and relevant value proposition at hand, etc.
* In 2009 Mrs Morgen adds 'change management' (what she calls 'buying facilitation') and she is so right: Pains and gains alone don't make compelling reasons to buy! Even if the customer is well aware of a problem and all its negative consequences, and even...
Sharon Drew Morgen's book is a big step into a universe few salespeople ever knew existed ... the sale behind the sale ... what customers really do when they say, "We'll think it over and get back to you." If you've never heard that, then you (a) aren't actually a salesperson, or (b) you don't need this book. Sharon goes into great depth about the Internal Sale ... what goes on internally in an organization when Your Customer wants what you're offering, but must sell it internally in order to get a go-ahead. It's most revealing and talk extensively about the REAL process that goes on behind the scenes -- (1) "can we stretch our existing system a little further to cover the LATEST problem? (2) OK ... we can't ... what is our CURRENT vendor offering? (3) how do we present it to management ... the LAST time they weren't too happy with our request; how do we make it seem that the previous solution was 100% good, but (something we did or didn't anticipate) has overwhelmed it? It's a...
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