December 16th 2009

Recent sales books Dec 2009

How to write proposals,  sales letters, & reports. Neil Sawers. 2004. ISBN 0969790147.   This is a very useful small book on essential skills that many small business people do not have. The author is very organized and systematic about the  how, why and what of proposals, letters and reports.  His writing style is very direct and pragmatic.  There are lots of books on this topic around, but I liked his for being very focused on small business people.

Selling in a New Market Space. Getting customers to buy your innovative and disruptive products. Brain C. Burns & Tom U. Snyder.  2010. ISBN 9780071636100.  A worthy succesor to books like Selling in th ehigh technology market, this book speaks about a Maverick Selling  Principles.  It explains how to build highly successful sales teams that create markets from scratch by:

  1. Articulating a compelling vision for the future
  2. Pinpointing your target market
  3. Controlling the decision making process
  4. Exposing exactly how large organizations make product sections

The authors use true-life case studies showing how the Maverick Method has resulted in landmark deals and long-term success for innovative new products. I appreciated their understanding of short windows of opportunity.  Pay attention as they teach you how to build sales money maps, an often lost art these days.

Rethinking Sales Management.  A strategic guide for practitioners. Beth Rogers. 2007. ISBN 9780470513057. This is a very thorough book with a specific focus on sales strategy It is needed for selling is getting tougher every day.  She uses her form of  “customer portfolio matrix” , based on what I appreciate, the customers point of view.   I think her approach will assist managers in  setting  realistic objectives, designing  new strategies that add real customer value,  avoiding  wasting time on price-oriented customers and deployingresources for maximum results. Beth is from the UK which means her English is precise , but like the Economist, has depth on every page.  Not a quick read.

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