Using a simple and direct approach supported by equally simple diagrams, Ram Charan explains in his first chapter the problem with sales. He explains how the first salespersons were order takers and in today's market education based marketing where sales people educate is the right approach.
He suggests that by focusing on your customers first (novel concept) instead of yourself (think ego and pocketbook) you as a sales professional will actually realize more dollars in your piggybank and truly become the Red Jacket in a sea of gray suits.
One new concept is Charan believes you must know your customer's customers. By knowing what motivates your customer's customers you can better tailor your solutions to their wants and needs. He demonstrates this through a "valuing chain."
Charan delves into sales management as well and mentions the word "behaviors" which is rarely written about in many sales books.
These behaviors translate salespeople now as leaders of teams whose responsibilities now extend from finance to manufacturing.Change is part of the valuing process and illustrates how this value creation process or selling is now part of the 21st century marketplace. From this perspective he dives into the problems with the existing broken sales process.
When companies adopt a value creation selling process, the existing sales force needs to change. By taking the time to clarify the talents and skills will only enhance sales success.
Since the sales team needs to change, the sales training must also follow suite. Charan recommends using an apprenticeship approach is one concept as well as communicating success and measuring progress. This last two ideas are not knew, but so few companies take these to heart and practice.
Even though this is a small book dimensionally with small type, there is a lot of new information. You will need to invest some time because some of his ideas may be foreign to you or may create a "this won't work attitude."
To Grow Sales You Need to Think Differently