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Why Killer Products Don't Sell: How to Run Your Company to a New Set of Rules

Why Killer Products Don't Sell: How to Run Your Company to a New Set of Rules

Wydawnictwo John Wiley and Sons Ltd
Data wydania 14/11/2008
Liczba stron 194
Forma publikacji książka w twardej oprawie
Poziom zaawansowania Dla profesjonalistów, specjalistów i badaczy naukowych
Język angielski
ISBN 9781906465261
Kategorie Sprzedaż i marketing
94.50 PLN (z VAT)
$25.51 / €21.17 / £19.12 /
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Opis książki

Coming from conversations with executive teams of technology companies, venture capitalists, and M&A advisers, the insights contained in Why Killer Products Don't Sell are gold dust. First the book lays bare the claim that sales is sales is sales. It exposes the 4 very different 'Buying Cultures' and how they should be approached: Value Offered, Value Added, Value Created, and Value Captured. But it also gives a proven methodology for assessing a company's product mix ('offering' vs 'buying culture'), and a transformation approach to optimize sales and improve competitiveness.

Why Killer Products Don't Sell: How to Run Your Company to a New Set of Rules

Spis treści

Foreword. Introduction. Why we wrote this book. A bar in Rotterdam. Who should read this book. How to read use this book. PART 1: SOME KILLER PRODUCTS REALLY DON'T SELL. So many products, so few sales. Heroic failures. So firstly, what is a failure? PART 2: IT'S NOT HOW YOU SELL, BUT HOW CUSTOMERS BUY. Sales is sales is sales - right? 4 Buying Cultures. How does this all relate to the Geoffrey Moore's Chasm? WIIFM - so what exactly does this all mean to me? How do people buy? Momentum = getting the right people on board. PART 3: IF THEY ARE BUYING - ARE YOU SELLING? Choosing the correct Buying culture. Exploring the buying cultures. Different buying cultures, different operational cultures. What does a Value Captured Company feel like? What does a Value Created Company feel like? What does a Value Added Company look like? What does a Value Offered Company look like? PART 4: THE BEST KEPT SECRET - VALUE CREATED SALES. Why Value Created. Why do some many companies get it wrong? Vital Signs. Why is Value Created difficult? A Value Added salesman in Value Created sales cycle. A now some good news. PART5: THE MAGIC OF A VALUE CREATED COMPANY. The Perfect Storm. The case for change. Management. R&D. Marketing. Sales. Delivery. Support. Safety notes. PART 6: SO WHAT CAN I DO ABOUT IT? CEO. CEO of Start-up. Chief Operations Officer. Sales Director. Head of M&A. Head of Marketing. Investors or VCs. Head of Innovation. PART 7: ALWAYS CHANGE A WINNING TEAM. Can you have too much success? So, are you performing? Transformation - the OCA Methodology. Using the OCA Methodology. The Final Word: a Summary. Appendix. Case Study - Eden Project. Book summary - Common Approach, Uncommon Results: How adoption and delivers the results you deserve. Book summary - Crossing the Chasm & Inside the Tornado. Book summary - The Empty Raincoat: Making Sense of the Future. Book summary The Art of the Start: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything. Leading vs lagging metrics. Running senior management workshops. Case Study - First Recovery.

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