Summary of The Prime Solution
Close the Value Gap, Increase Margins, and Win the Complex Sale
Dearborn Trade Publishing
Buyers who can`t understand their problems also can`t understand your solutions. Show them the light (and how to use it).
Jeff Thull is a highly regarded consultant whose client list reads like a who’s who of big business. He is also the author of the insightful book, Mastering the Complex Sale. Does this new volume live up to the promise of that one? It depends on what you are seeking. Given that its title, The Prime Solution, sounds like a brand of steak sauce, be prepared to chew your way through terms like "decision acuity" (i.e., help your clients understand what’s really going on), "solution opportunities" (i.e., answers) and "value promise delivery" (i.e., implementation). Such stylistic nuisances aside, the book diagnoses and documents a "value gap," the shortfall between the value that buyers receive versus what they feel they bought. Thull attributes this gap primarily to flaws in how providers of business-to-business products design, sell and execute their complex "solutions" or offerings. He suggests ways to address those flaws, along with many useful cases and good practical advice for consultants, particularly in the last three chapters. getAbstract.com recommends this book to experienced consultants who sell solutions. Our one caveat: just don’t beef about the vocabulary.
In this summary, you will learn
- Why increasingly complex solutions call for new approaches to selling business-to-business solutions;
- Why most traditional approaches often fall short of expectations;
- How to develop, market and sell "Prime Solutions;" and
- How to improve your selling strategy.
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