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Rethinking the Sales Force
Unlike your time, the number of marketing and strategy books is seemingly endless. We thought you might like to know what we've been reading--and what we've found to be the most valuable.
Recently, we've enjoyed Rethinking the Sales Force: Redefining Selling to Create and Capture Customer Value by Neil Rackham and John DeVincentis. With a focus on the technology industry, the authors address the changing demands on today's sales forces. Most interestingly, they outline three different types of sales: transactional, consultative, and enterprise.
Rackham and DeVincentis explain the characteristics of each type of sale--including the specific buyer concerns, decision criteria, prerequisites for success, and more. Their key point: You must understand how each element of your portfolio is sold. Until you do, your sales force is likely to be frustrated and ultimately unsuccessful.
Although the authors do not address messaging directly, their three types of sales raised some interesting points for us. First, they reinforced the need for spot-on messaging. Second, we recognized that just as you must map your products and services to the appropriate type of sale, you must also develop appropriate messages for each. A single message simply won't work across all types of sales--or across all of your products and services.
For more on Rethinking the Sales Force, pick up this book in your local store or at Amazon.com. For more on building effective messages, contact Launch International.
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Launch International
95 West Court Street
Doylestown, PA 18901
215.230.4340 phone
215.230.4342 fax
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