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Downloads: Free Sales Book Summaries

Andrew Docker Associates are pleased to exclusively present free summaries of some of the best sales books currently in print. In each case, permission has been granted by both the authors and the publishers.

The Three Value Conversations

by Tim Riesterer, Erik Peterson, Conrad Smith and Cheryl Geoffrion

published by McGraw-Hill Education

Salespeople are the number one asset when creating brand differentiation. The three elements needed for customer conversations are:

  1. The right message – make sure it’s relevant to something a prospect cares about.
  2. The right tools – using the right vehicle, such as a whiteboard.
  3. The right skills

The Presentation Lab

by Simon Morton

published by Wiley

Does your presentation also work on the back of an envelope or on a paper napkin?

Most business audiences are either –

  1. Emotional (Heart) which means you need to establish credentials.
  2. Factual (Brain) which means you need to build rapport.
  3. Visionary (Eyes) which means you must define structure.

Financial Times Guide to Business Development

by Ian Cooper

published by Pearson Education

Focus on converting leads, not just generating them.

Don’t let your administration get in the way. When your internal processes become more important than commercial objectives, you have a problem. Get the right employees and they will get the right business results. Remember that trust is essential.

The Collaborative Sale

by Keith M Eades and Timothy T Sullivan

published by Wiley

Collaboration solves problems quicker than acting alone.

Buyers are more cautious and risk-averse than ever. They expect sellers to bring valuable expertise. A study by the RAIN group found that the two most important characteristics of high performing sellers were the ability to provide buyers with new ideas and collaborate.

Marketing Automation For Dummies

by Mathew Sweezey

published by Wiley

Marketing Automation (MA) can be defined as, “The process of using a single platform for tracking leads, automating personal marketing activities and producing marketing effectiveness reports”.

Using MA, marketers can generate more leads with the same budget. They can track leads and report the ROI of their activities by tying their efforts to the sales opportunities that result automatically.

From Impossible to Inevitable

by Aaron Ross and Jason Lemkin

published by Wiley

Nailing Your “Niche” means focusing on a specific target customer with a specific pain, not all the things you could do. It also means focusing on your unique strengths – not all of them – where they can create the most value and solve specific pain in a repeatable way with a repeatable method to find and engage them. This helps to bridge the gap between selling to early adopters who trust you and mainstream buyers who don’t.

The CustomerCentric Selling® Field Guide to Prospecting and Business Development

by Gary Walker

published by McGraw-Hill Education

92% of C level executives never respond to emails or cold calls, according to the Kenan-Flagler Business School.

The cost of competing and losing can be calculated by subtracting your average win rate from 100% and multiplying the result by your total cost of sales.

13% of sales people generate 87% of the revenue, according to a 2008 Sales Benchmark Index survey.

Aligning Strategy and Sales

by Frank V Cespedes

published by Harvard Business Review Press

The largest and most expensive part of strategy implementation is aligning sales and go-to- market efforts with a company’s strategies & goals.

In a recent Booz & Co survey of 1,800 executives, 56% said their biggest challenge is ensuring that day to day decisions are in line with company strategy.

Poor alignment of sales and strategy means direct and opportunity costs. Selling is expensive. The amount invested in US sales forces is 5 times the amount spent on all media advertising in 2012 and 20 times the amount spent on all online advertising and marketing in 2013.

The Challenger Customer

by Brent Adamson, Matt Dixon, Pan Spenner & Nick Toman

published by Penguin

Today’s large prospect has 5.4 stakeholders who often fail to agree. You need a Challenger Customer inside the prospect called a Mobilizer, a sort of super coach.

Today’s deal sizes are smaller, as are profits. Prospects can’t buy effectively due to the differences between stakeholders. Sellers need to find out which of the 5.4 stakeholders are relevant for the proposed deal. Perversely, personalising the offer to each stakeholder actually decreases the deal quality. Individual tailoring to 5.4 different people is time consuming and ineffective.

Agile Selling

by Jill Konrath

published by Penguin

Buyers expect you to understand their business.

They want ideas, insights, leadership & guidance. According to a survey by Forrester Research, only 15% of buyers say their first meeting with sellers met their expectations. Only 7% of buyers scheduled a 2nd meeting.

Insight Selling

by Mike Schultz and John E Doerr

published by Wiley

Solution Sales is not dead but is insufficient by itself for success. Understanding needs is now more important than diagnosing them. Factors that separate winning sellers from the rest are –

  1. Educate buyers with new ideas.
  2. Collaboration.
  3. Persuade the buyer their results will be achieved.
  4. Listen.
  5. Understand.
  6. Help buyers to avoid pitfalls.
  7. Craft a compelling solution.
  8. Depict buying process accurately.
  9. Connect personally.
  10. Offer superior value.
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