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Beyond Selling Value: A Proven Process to Avoid the Vendor Trap » (New Edition)

Book cover image of Beyond Selling Value: A Proven Process to Avoid the Vendor Trap by Mark Shonka

Authors: Mark Shonka, Dan Kosch
ISBN-13: 9780793154708, ISBN-10: 0793154707
Format: Paperback
Publisher: Kaplan Publishing
Date Published: September 2002
Edition: New Edition

Author Biography: Mark Shonka

Together, authors and IMPAX Corporation copresidents Mark Shonka and Dan Kosch have tallied more than 40 years experience in direct sales, sales management, and sales consulting and training. IMPAX has worked with thousands of sales professionals throughout North America and abroad at companies including IBM, DuPont, AT&T, Eli Lilly, and Microsoft.

Book Synopsis

Presents an approach to acquiring new customers that focuses on selling the overall value of a company's product rather than just negotiating price. The authors describe strategies for gathering information about potential customers, bypassing the gatekeepers who block salespeople, gaining access to decision makers, and delivering presentations. Annotation c. Book News, Inc.,Portland, OR

	Foreword
	Preface
1	It's a Jungle Out There: Today's Selling Challenges	1
2	Bare Bones and Brass Tacks: The IMPAX Process	7
3	Digging for Clues: How to Gather and Utilize Data	33
4	Keys to the Customer Kingdom: The Five Research Elements	47
5	The Advice Squad: How to Build an Effective Coach Network	75
6	The Inside Stuff: Fundamentals of the Research Meeting	91
7	Two Feet in the Door: How to Gain Access to Senior-Level Decision Makers	121
8	The Write Stuff: Composing the Access Letter	131
9	Beyond the Gatekeeper: How to Break Through the Block	145
10	Your Moment in the Sun: The Business Presentation	177
11	Seal the Deal: The Closing Presentation	221
12	Every Shot a Bull's-Eye: Target Opportunity Selection	237
13	Sweating the Details: Opportunity Planning	245
14	"I See You Have Your Hand Raised ...": Frequently Asked Questions about the IMPAX Process	253
	Conclusion	259
	App. A: Sample Research Meeting Questions	263
	App. B: Access Letter Example	267
	App. C: Business Presentation Example (Oriented Toward Closing)	269
	App. D: Business Presentation Confirmation Letter Example	273
	App. E: Business Presentation Follow-Up Letter Example	274
	App. F: Closing Presentation Follow-Up Letter Example	275
App. G	IMPAX Target Opportunity Selection Model	276
App. H	IMPAX Opportunity Planner	277
	Index	279