Value Capture Selling | Larreche, Jean-Claude

Lange Beschreibung
'The sales book of the decade' --Selling Power magazine
 
Value Capture Selling is the first book to directly address one of the most destructive shortcomings in sales organizations today. Author JC Larreche's approach is so innovative that Selling Power magazine named it 'The sales book of the decade.'
 
For years, sales professionals have focused on creating value for their customers--the first phase in selling. However, in today's fast-moving world of business, that is just not enough. Under increased financial pressure, businesses today are being pushed to move to an emphasis on the second phase of selling: the capture of corporate value. However, as all-too-many business leaders are finding out to their great dismay, sales professionals have not been trained in the techniques for the capture of corporate value, and they are at the mercy of very well-trained and tough professional buyers.
 
Value Capture Selling is the first book to address this gap. It is specifically designed to provide sales professionals--both veteran and new alike--with a complete roadmap for making the transition from value selling to value-capture selling, including:
 
* Why the creation of corporate value--short, medium, and long term--is essential for the firm and its internal and external partners
* How to master the key drivers of corporate value: profitability, market share, and customer satisfaction
* How to prepare for value capture
* How to frame strategies and tactics for value capture
* How to close deals for higher corporate value capture
 
Value-capture selling is the current challenge for corporations and sales professionals everywhere--making the transition from a revenue objective to a focus on corporate value. This requires a fundamental shift from a strong belief that bigger is better to a new creed that richer is better. It is what JC Larreche, professor emeritus at INSEAD and an expert on sustainable value creation, calls the 3rd Sales Transformation.
 
In a future marked by escalating financial pressures, the significance of value capture will only grow, and in Value Capture Selling, JC Larreche provides sales professionals everywhere with the tools they need to become masters at this new art!
 
Praise for Value Capture Selling:
 
'Most sales forces focus only on revenue, not value capture. Larreche's book can help you make the necessary transition. If you are in Sales, read it because the data revolution is increasing scrutiny from Finance and others in your firm about how selling efforts build or destroy enterprise value. And if you are a C-Suite executive, read it carefully, because selling affects core elements of value creation.'
--Frank Cespedes, Harvard Business School, author of Aligning Strategy and Sales and Sales Management That Works
 
'Value Capture Selling is a very compelling and complete work that illustrates well the challenges of the transition from product value to corporate value--both for the customer and for the supplier. JC Larreche lays out a powerful framework for any sales professional anywhere to win in this new world of selling!'
--Laurent Beraza, Director - UK, Germany, France - Microsoft Solutions Support Sales
 
'Value Capture Selling gives us the powerful insights required to capture more value for our company while keeping the customer at the center--right where they belong.'
--Anna Campagna, Sr. Director Global Sales, HEINEKEN

Inhaltsverzeichnis
Preface xvii
 
Chapter 1 The Advent of Value Capture 1
 
Selling as Push 4
 
The Three Sales Transformations 5
 
Hop on the Bus of Change and Become a Value-Capture Champion 11
 
The First Step on the Bus of Change 12
 
The Structure of the Book 13
 
Chapter 2 The Creation of Customer Value 15
 
From Product Selling to Customer Value 17
 
The 1st Sales Transformation 20
 
The 2nd Sales Transformation 31
 
Customer Centricity Helps Win the 2nd Sales Transformation 39
 
But the Creation of Customer Value Is Only One Side of the Story 41
 
Chapter 3 The Creation of Corporate Value 43
 
General Electric's Big Shift 46
 
The Sources of Value Destruction 48
 
Changing the Yardstick for Corporate Success 50
 
Business Transformation for Corporate- Value Creation 54
 
The Drivers of Corporate- Value Creation 58
 
Chapter 4 Mastering Multiple Objectives 61
 
Moving from the First Selling Phase to the Second Selling Phase 63
 
Revenue Management Systems and the Value- Capture Culture 65
 
Negotiating According to Incentives 67
 
Harnessing the Three Drivers of Corporate- Value Creation 76
 
Upgrading the Role of Sales Pros 80
 
Chapter 5 Steering Customer Satisfaction 83
 
Customer Satisfaction and Corporate Value 85
 
Measuring Customer Satisfaction 87
 
Chapter 6 The Leadership Attitude 101
 
Why Should You Be a Leader? 102
 
What Is Leadership? 103
 
Your Personal Growth as a Leader 114
 
Ego and Leadership 117
 
Your Corporate-Value Capture Mission 119
 
Chapter 7 Preparation for Value Capture 121
 
The Art of Preparation 124
 
The Negotiation Setting 127
 
Primary Preparation 129
 
Do You Know Your BATNA? 138
 
The BATNA Frontier for Value Capture 141
 
Chapter 8 Value- Capture Strategy 147
 
The Buyer's BATNA 150
 
Do You Know ZOPA? 152
 
Visualizing Your ZOPA for Value Capture 154
 
Anticipating the Buyer's BATNA Frontier 160
 
Exploring the ZOPA Space 163
 
Shadow Coaching 167
 
Chapter 9 Value- Capture Tactics 169
 
The Negotiation Setting 170
 
The Negotiation Pathway 174
 
Active Listening 185
 
Body Language 188
 
Putting All This into Action 190
 
Chapter 10 Value- Capture Closure 197
 
Always Be Closing 198
 
Closing the Two Selling Phases 200
 
Bridging the Gap 203
 
The Closure Map 207
 
Managing Risk at Closure 211
 
Tom Closing 216
 
Moving On 219
 
Chapter 11 Win and Learn, Learn to Win 221
 
Win and Learn 222
 
Celebrating Wins 230
 
Learning to Win 232
 
Winning and Learning Traps 240
 
Make Yourself Lucky 244
 
Epilogue 249
 
Thank You, Dear Reader 253
 
Acknowledgements 255
 
About the Author 257
 
Notes 259
 
Index 275