Every book jacket sales guru disparages "traditional" sales methods to promote his or her revolutionary approach, and Jeff Thull is no exception. However, Thull adds substance to his claim as he examines the arena of the complex sale and espouses his four-step sales sequence: "Discover, diagnose, design and deliver." In his sales system, every stage is a collaborative effort between the salesperson and the decision makers at the prospective client company. By working together, both prospect and salesperson identify a problem, research its financial impact, decide to make a change and design a solution. This system relies on gaining access to all the necessary players and getting them to participate throughout. Thull tends to gloss over the difficulty of clearing this daunting hurdle, though it may be harder to manage than he proposes. However, for those working in high stakes sales, this text is certainly worth studying. getAbstract particularly recommends its advice regarding orchestrating productive sales conversations.
In this summary, you will learn
- How to communicate effectively with prospects during every stage of the complex sale;
- How to use the four-phase progression that leads to high-stakes sales: "Discover, diagnose, design and deliver"; and
- How to work with prospects as an advisor, guide and collaborator, identifying problems and fashioning solutions.
About the Author
Jeff Thull is president and CEO of a sales and marketing consulting company. He also wrote The Prime Solution and Mastering the Complex Sale.