Why Killer Products Don't Sell : How to Run Your Company to a New Set of Rules

by Gotts, Ian; Rowsell, Dominic

• ISBN13: 9781906465261
• ISBN10: 1906465266
• Format: Hardcover
• Copyright: 2008-12-22
• Publisher: Capstone Ltd

Summary

"Whether or not your corporation has a strong track record of sales success, there is no guarantee that your experience can help you to take a ground-breaking product to a new market. If you have a killer product, and you want it to sell, Ian Gotts and Dominic Rowsell will show you how to ensure success." "This book will help you to understand: the common reasons why killer products don't sell - and how to change your strategies; four different sales models, based on customers' buying culture; why you need to sell to a customer organization in the way that they want to buy; how creating value in today's marketplace differs radically from the traditional sales approach; how to align your entire organization to support value-created sales; and ways to transform your organization to become much more successful, much faster."--BOOK JACKET.

Table of Contents

Acknowledgments	p. xi
Foreword	p. xiii
Introduction	p. xv
What this book is about	p. xv
Why we wrote this book	p. xvi
A bar in Rotterdam	p. xvii
Who should read this book	p. xix
How to use this book	p. xxiii
Some killer products really don't sell	p. 1
So many products, so few sales	p. 1
Heroic failures	p. 4
So firstly, what is a failure?	p. 8
It's not how you sell, but how customers buy	p. 11
Sales is sales is sales - right?	p. 11
Four buying cultures	p. 14
How does all this relate to Geoffrey Moore's Chasm?	p. 17
WIIFM - so what exactly does all this mean to me?	p. 19
How do people buy?	p. 22
Momentum = getting the right people on board	p. 26
Managing risk	p. 27
If they are buying - are you selling?	p. 29
Choosing the correct buying culture	p. 29
Exploring the buying cultures	p. 31
Different buying cultures, different operational cultures	p. 37
What does a Value Captured company feel like?	p. 40
What does a Value Created company feel like?	p. 43
What does a Value Added company look like?	p. 47
What does a Value Offered company look like?	p. 50
The best kept secret - Value Created sales	p. 53
Why Value Created	p. 53
Why do so many companies get it wrong?	p. 55
Vital signs	p. 56
Why is Value Created difficult?	p. 62
A Value Created salesman working in a Value Added company	p. 63
And now some good news	p. 66
The magic of a Value Created company	p. 71
The perfect storm	p. 71
The case for change	p. 73
Management	p. 74
R&D	p. 79
Marketing	p. 80
Sales	p. 82
Delivery	p. 94
Support	p. 95
Safety notes	p. 99
So what can I do about it?	p. 109
CEO	p. 109
CEO of a start-up	p. 110
Chief Operations Officer	p. 111
Sales Director	p. 112
Head of M&A	p. 113
Head of Marketing	p. 114
Investors or VCs	p. 114
Head of Innovation	p. 116
Always change a winning team	p. 119
Can you have too much success?	p. 119
So, are you performing?	p. 120
Transformation - the OCA methodology	p. 123
Using the OCA methodology	p. 133
The Final Word: A summary	p. 137
Appendix	p. 139
Index	p. 167
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