Book Summary Preview : Selling the Wheel

The Big Idea

Based on decades of research and data collected from 250,000 salespeople, more than 8,500 corporate sales forces, and interviews with over 100,000 actual customers, here is the delightful parable of Max, the inventor of the wheel, and how he faces the challenge of selling his breakthrough invention- the wheel, the symbol for your product or service. The four essential selling styles of The Closer, The Wizard, The Builder, and the Captain and his Crew are demonstrated in the story; each one appropriate to the selling phase the Wheel goes through.

Part One

The Wheel Revolution

In the days of Pharaohs, construction of the Pyramid project relied heavily on the brute pulling strength of camels, horses, and big strong men. Max was an inventor who came up with the brilliant technology called the Wheel. His problem: how to sell it to the right people. For the answers, Max and his wife Minnie went to visit the Oracle. He asked them to think about these 6 bedrock questions:

• Who are our customers?
• Who are our competitors?
• Why do customers want what we are selling?
• What would make them prefer to buy from us?
• Why might they prefer to buy from our competitors?
• What added values does our salesperson have to offer to make a sale?

Who are our customers?
-Those who need to move big heavy stuff faster, easier, and cheaper.
Who are our competitors?
-Everyone who sells established methods of moving heavy loads (for example, elephants, camel dealers, sledge makers)
Why do want what we are selling?
-They’re looking for the performance gain promised by new technology. The Wheel offers the opportunity to do things that could not be done before.
What would make them prefer to buy from us?
-We are the Wheel’s only provider.
Why might they prefer to buy from our competitors?
-Competitors offer proven, affordable methods. Customers don’t understand our technology.
What added values does our salesperson have to offer to make a sale?
-It was this question that got Max and Minnie stumped. . . . . . . . .

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