Insight Selling: Surprising Research on What Sales Winners Do Differently

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9781118875353: Insight Selling: Surprising Research on What Sales Winners Do Differently

What do winners of major sales do differently than the sellers who almost won, but ultimately came in second place?

Mike Schultz and John Doerr, bestselling authors and world-renowned sales experts, set out to find the answer. They studied more than 700 business-to-business purchases made by buyers who represented a total of $3.1 billion in annual purchasing power. When they compared the winners to the second-place finishers, they found surprising results.

Not only do sales winners sell differently, they sell radically differently, than the second-place finishers.

In recent years, buyers have increasingly seen products and services as replaceable. You might think this would mean that the sale goes to the lowest bidder. Not true! A new breed of seller—the insight seller—is winning the sale with strong prices and margins even in the face of increasing competition and commoditization.

In Insight Selling, Schultz and Doerr share the surprising results of their research on what sales winners do differently, and outline exactly what you need to do to transform yourself and your team into insight sellers. They introduce a simple three-level model based on what buyers say tip the scales in favor of the winners:

Level 1 "Connect." Winners connect the dots between customer needs and company solutions, while also connecting with buyers as people.

Level 2 "Convince." Winners convince buyers that they can achieve maximum return, that the risks are acceptable, and that the seller is the best choice among all options.

Level 3 "Collaborate." Winners collaborate with buyers by bringing new ideas to the table, delivering new ideas and insights, and working with buyers as a team.

They also found that much of the popular and current advice given to sellers can damage sales results. Insight Selling is both a strategic and tactical guide that will separate the good advice from the bad, and teach you how to put the three levels of selling to work to inspire buyers, influence their agendas, and maximize value. If you want to find yourself and your team in the winner's circle more often, this book is a must-read.

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Product Description:

Standard solution sales methods aren’t working like they used to. Indeed, several prominent sources have pronounced that the era of solution sales has ended. To find out if this was true or not, Schultz and Doerr studied what the winners of more than 700 actual B-to-B sales opportunities (from buyers responsible for $3.1 billion in annual purchases) are doing to win the sale, and what they do differently than the sellers who come in second place.

Insight Selling will examine the details and specifics of Rain Selling, a comprehensive, three-level selling strategy developed by the Rain Group to help turn every sales professional into a sales winner:

1)      Level 1: “Connect” is the price of entry. When buyers perceive sellers don’t understand their needs and don’t have a solution that can help—and the buyer doesn’t like them—sellers don’t win.

2)      Level 2: “Convince” increases wins. When sellers don’t convince buyers they’ll get a worthwhile return, the risks are acceptable, and they’re the right choice, the buyer might not buy at all, might buy much less than they should (or only be willing to pay less), or may select another provider.

3)      Level 3: “Collaborate” is when the seller becomes a key component of buyer success. The  sellers who are perceived as Level 3 collaborators, and who bring new ideas to the table and work with buyers as a team, will find themselves in the winner’s circle.

From the Back Cover:

Praise for Insight Selling

“Wow! Even your most experienced strategic sellers will sharpen their game with these insights. RAIN Group’s research and application to real-life situations will educate your team on how to inspire buyers with possibilities and demonstrate the value add for your offerings like never before.”
—Sandy Miller, Partner, Strategic Accounts, Aon Hewitt

“While solutions selling isn’t dead, it is now just the price of admission. In this book, Mike and John provide the fundamentals and techniques around advanced ‘insight selling’ and how you need to become the change agent for the customer to be a true sales winner! After all, in sales the second-place finisher is just the first loser.”
—Jim Madson, Vice President of Sales, Tyco SimplexGrinnell

“Professional salespeople a decade ago wouldn’t even recognize the landscape, challenges, and skill sets required today. This content is essential for contemporary sellers.”
—Peter Ostrow, Vice President and Research Group Director, Customer Management, Aberdeen Group

“The recipe for growth today is dramatically different than just a few years ago, yet many sellers have failed to adapt. For those aspiring to elevate their game, you’ve picked up the right playbook.”
—Richard Tober, Senior Vice President, Capgemini

“Few sales books are destined to become classics that will make a real difference in the world of selling. This one will join that rare club that will stand the test of time.”
—Gord Smith, Partner, Hitachi Solutions

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