In this new classic and hot-seller, Neil Rackham and John DeVincentis write convincingly about the need for sales forces to change with the rapidly changing times, and about how they can successfully adapt. Devoid of cutesy gimmicks, the book takes a solid look at what it takes to sell in today’s market (no matter what your product or service). It gives plenty of strategies and corporate examples, all focused on the new imperative of creating value, as opposed to just communicating it. getAbstract recommends this thorough, intelligent, and conversational book to executives, managers and everyone involved in sales and marketing.
In this summary, you will learn
- Why the sales force’s mission as value communicator is over;
- How the modern sales force can create value for the customer; and
- What criteria your company can adopt to increase value for your customers.
About the Authors
Neil Rackham is the founder and CEO of Huthwaite, Inc., a sales consulting, training, and research firm, and author of SPIN Selling, The SPIN Selling Fieldbook, Major Account Sales Strategy, and Getting Partnering Right. He has worked to bring research and analytical methods to the field of sales force management. John DeVincentis is a sales and marketing consultant. He was previously a partner at McKinsey & Co., where he led the firm’s Sales Force and Channel Management practice from 1986 to 1998.