Beyond Selling Value: A Proven Process to Avoid the Vendor Trap

by Mark Shonka

Book Overview

How to sell value, increase margins, make price irrelevant, win executive-level credibility, and create competitive immunity. Selling value is taking on a whole new meaning for sales professionals.... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0793167779
• ISBN13: 9780793167777
• Release Date: January 2002
• Publisher: Dearborn Pub
• Length: 283 Pages
• Weight: 1.25 lbs.
• Dimensions: 9.3" x 1.0" x 6.3"

Customer Reviews

A tactical in-the-trenches approach for B2B selling

Having worked for IMPAX for over six years, I've had a chance to learn and work around numerous sales training methodologies before and since. Mark Shonka and Dan Kosch present a detailed step-by-step how to approach for understanding the customer's point of view, getting credit for what you know about them, and leveraging that knowledge to communicate your value in the customer's terms. Many other so-called "sales processes" from sales training companies fall short for several reasons, and this book fills many of those gaps: 1) Many so-called "sales processes" simply present ways of analyzing customer situations (such as Miller Heiman's 'Blue Sheet'). They do not show HOW to accomplish your objectives in an account situation as Kosch and Shonka do. 2) Other "sales processes" (such as Solution Selling or SPIN Selling) get tangled up in complex questioning processes that can be difficult to master in the field. I'm not saying there is no value in them (some of these offer techniques for prospecting or demonstrating that IMPAX does not address). What I'm saying is their complexity makes them somewhat unwieldy to implement by many salespeople so they can be less than totally effective. 3) Finally, many other sales processes from training companies make a dubious assumption: that everything the salesperson does should be calculated to close the deal. I hate it when salespeople do that to me, and you probably do too. Some environments are more opportunity focused than relationship focused, but certainly building relationships is a critical component of any selling environment. IMPAX provides step-by-step approaches for doing that, so that when qualified opportunities arise you can leverage the relationships you have built. It provides the context in which you can be recognized for the value you truly offer, and close deals based on a wider context and on future value potential, rather than (inadvertently) forcing salespeople into "peddler mode," constantly conniving to close (perhaps when prospects are not yet ready). 4) One of the most valuable things about the IMPAX Process is that while speaking the language of practical tactics salespeople love, Shonka and Kosch are really teaching salespeople a powerful strategy that can be scaled from telesales to Global Account Management to talking to your five year old. IMPAX may not be the only thing you'll need to make your sales organization more successful, because selling skills are just one of many factors at play. However, as far as selling skills go, especially for complex B2B environments, IMPAX has a lot to offer. Michael Webb

Great Process and A Great Book!!

I love the IMPAX process! I was first introduced to it a year ago. Since then I have used it to make over a dozen sales presentations, with fantastic results.I was excited when I heard that Shonka and Kosch were writing a book as I was looking forward to a refresher and a chance to get a deeper understanding of the IMPAX process.The book exceeded my expectations. There were new stories, additional insights into the philosophy and practice of the IMPAX sales process. A plus were the examples and checklists designed to kick start the readers thinking. I found it an easy read, the chapters are short, focused and kept my attention. Beyond Selling Value has all the details stories and logical flow that will make it easy for someone new to the IMPAX process to very quickly begin using it to improve their sales. It also makes a great refresher for people who have seen IMPAX before. I thoroughly recommend it.

Great Read!

I thought this book was excellent. The suggestions and theories equipped me with the tools I need to boost my confidence when selling. I recently used an 'IMPAX' presentation and got the deal!!! I am so thankful that I found this book. It really gave me a whole new outlook on how to reposition the way I sell in such a competitive environment.

Beyond Selling Value

I have just finished reading Beyond Selling Value and I loved it. It is the first book on selling that I have read that really got beyond the high level strategies and brought it down to the "how-to's". I really appreciate the sound logical thinking and the easy to follow tactics. I also appreciate the interesting anecdotes from their customers real-life experiences in applying the IMPAX Sales Process. This is a process that will work. I encourage you to read it and to start winning more business today!

How to Sell the Big Deal

This book showed me ways to sell the big companies. I understand basic selling and felt I could use those skills for the more complex sale. There is more to it. This book showed me the "how" to successfully complete a complex sale with a step by step process. I can't wait to try the skills out.