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Why we wrote this book.
A bar in Rotterdam.
Who should read this book.
How to read use this book.
PART 1: SOME KILLER PRODUCTS REALLY DON’T SELL.
So many products, so few sales.
So firstly, what is a failure?
PART 2: IT’S NOT HOW YOU SELL, BUT HOW CUSTOMERS BUY.
Sales is sales is sales - right?
4 Buying Cultures.
How does this all relate to the Geoffrey Moore’s Chasm?
WIIFM - so what exactly does this all mean to me?
How do people buy?
Momentum = getting the right people on board.
PART 3: IF THEY ARE BUYING - ARE YOU SELLING?
Choosing the correct Buying culture.
Exploring the buying cultures.
Different buying cultures, different operational cultures.
What does a Value Captured Company feel like?
What does a Value Created Company feel like?
What does a Value Added Company look like?
What does a Value Offered Company look like?
PART 4: THE BEST KEPT SECRET - VALUE CREATED SALES.
Why Value Created.
Why do some many companies get it wrong?
Why is Value Created difficult?
A Value Added salesman in Value Created sales cycle.
A now some good news.
PART5: THE MAGIC OF A VALUE CREATED COMPANY.
The Perfect Storm.
The case for change.
PART 6: SO WHAT CAN I DO ABOUT IT?
CEO of Start-up.
Chief Operations Officer.
Head of M&A.
Head of Marketing.
Investors or VCs.
Head of Innovation.
PART 7: ALWAYS CHANGE A WINNING TEAM.
Can you have too much success?
So, are you performing?
Transformation - the OCA Methodology.
Using the OCA Methodology.
The Final Word: a Summary.
Case Study - Eden Project.
Book summary - Common Approach, Uncommon Results: How adoption and delivers the results you deserve.
Book summary - Crossing the Chasm & Inside the Tornado.
Book summary - The Empty Raincoat: Making Sense of the Future.
Book summary The Art of the Start: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything.
Leading vs lagging metrics.
Running senior management workshops.
Case Study - First Recovery.