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

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  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2008-12-22
  • Publisher: Capstone
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"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

Acknowledgmentsp. xi
Forewordp. xiii
Introductionp. xv
What this book is aboutp. xv
Why we wrote this bookp. xvi
A bar in Rotterdamp. xvii
Who should read this bookp. xix
How to use this bookp. xxiii
Some killer products really don't sellp. 1
So many products, so few salesp. 1
Heroic failuresp. 4
So firstly, what is a failure?p. 8
It's not how you sell, but how customers buyp. 11
Sales is sales is sales - right?p. 11
Four buying culturesp. 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 boardp. 26
Managing riskp. 27
If they are buying - are you selling?p. 29
Choosing the correct buying culturep. 29
Exploring the buying culturesp. 31
Different buying cultures, different operational culturesp. 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 salesp. 53
Why Value Createdp. 53
Why do so many companies get it wrong?p. 55
Vital signsp. 56
Why is Value Created difficult?p. 62
A Value Created salesman working in a Value Added companyp. 63
And now some good newsp. 66
The magic of a Value Created companyp. 71
The perfect stormp. 71
The case for changep. 73
Managementp. 74
R&Dp. 79
Marketingp. 80
Salesp. 82
Deliveryp. 94
Supportp. 95
Safety notesp. 99
So what can I do about it?p. 109
CEOp. 109
CEO of a start-upp. 110
Chief Operations Officerp. 111
Sales Directorp. 112
Head of M&Ap. 113
Head of Marketingp. 114
Investors or VCsp. 114
Head of Innovationp. 116
Always change a winning teamp. 119
Can you have too much success?p. 119
So, are you performing?p. 120
Transformation - the OCA methodologyp. 123
Using the OCA methodologyp. 133
The Final Word: A summaryp. 137
Appendixp. 139
Indexp. 167
Table of Contents provided by Ingram. All Rights Reserved.

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