Beyond Selling Value

Beyond Selling Value

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Shonka, Mark | Kosch, Dan Dearborn Trade Publishing, 2002
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IN THIS SUMMARY

Although many experts believe that the advent of the frictionless, boundaryless economy has caused the demise of the direct sales professional, Shonka and Kosch think this view is an exaggeration. Yes, sales channels are changing to such an extent that the days of focusing on features and price, and closing with a big bang, are, indeed, numbered. But, according to the evidence gathered from their more than 40 years experience in direct sales, sales management, and sales consulting and training, this simply means that direct sellers must break out of the authors call the Vendor Trap.Although few sales professionals fall into any one category, all of the time, Shonka and Kosch believe that, more often than professionals would like, they usually find themselves trapped in vendor-based selling, going head to head with gatekeepers, reacting to service demands, struggling to differentiate offerings, and sacrificing value to price. Nonetheless, it is the authors’ premise that sales professionals can overcome this Value Selling Challenge by committing to Beyond Selling Value. It is a revolutionary way to sell that employs the IMPAX® Process, a set of proven step-by-step strategies, which they designed to help reps identify opportunities, move beyond gatekeepers, and present strategic business solutions to senior-level decision makers.In their book, Beyond Selling Value, they present a comprehensive rethinking of what it means to sell value, sell as a process, increase margins, make price irrelevant, win executive-level credibility, and create sustainable competitive advantage. Thus, they demonstrate that what top-performing "rainmakers" do innately and eloquently (rise above the vendor pack, present to prospects who are empowered to buy value and hunger to do so, and close on mutually beneficial business relationships can be systemized into a process that anyone can follow successfully. It is a process whose benefits are available in a wide range of situations: with established customers and with prospects, in competitive and/or complex situations, with small and large companies, with public-sector accounts, and at any time in the sales process.