Archive for April 11th, 2011

Rethinking the Sales Cycle. How Superior Sellers Embrace the Buying Cycle to Achieve a Sustainable and Competitive Advantage. John R. Holland & Tim Young.

LANCASTER, CA - JULY 27: A sign near foundati...

Image by Getty Images via @daylife

Rethinking the Sales Cycle. How Superior Sellers Embrace the Buying Cycle to Achieve a Sustainable and Competitive Advantage.  John R. Holland &  Tim Young. 2010. ISBN 9780071639798.  This book has been out awhile, but it is light years ahead of any sales book on the market today.  The treatise is, buyers have  aken full control of the buying cycle through becoming much more aware of what they want and how they want to be engaged.  Sellers who have not adjusted their methods to these buyers who are fully engaged in researching and contacting other users of products are now stuck in a very old paradigm.  Sellers have no control and if they attempt to manipulate buyers they will suffer dearly.  Most sales loses are due to now being outsold.  If you are being forced to sell on price, it likely reflects on poor salesmenship, lack of good sales training, and a lack of sales ready messaging from marketing.  And it seems  like 90% of sales  and marketing organizations  (and training programs) are way behind the ball.  Marketing is charged to now come up with much more relevant content for the interested buyer as well as sales ready messages/materials (for many different players and verticals) for the sales team.  Every page rings so true that I literally could not put this book down , since it directly applies to content marketing.  I shared so many items from it that Facebook said I was sharing too frequently!!!  If you are a CEO, in Sales and/or  Marketing this book is a must buy and multiple read.  The authors have a training program at http://www.customercentric.com/

Related articles

Category: Management, Marketing, Sales, Sales Effectiveness, Sales Efficiency

No Comments » | Permalink | Trackback URI