Praise for Exceptional Selling
"Thull's leading-edge thinking makes this book extraordinary.This straightforward guide to communicating across all cultureswith credibility and respect will give you a significantcompetitive advantage in a complex and crowded globalmarketplace."—Guenter Lauber, Vice President, Siemens Energy &Automation, Inc., EA Systems
"Exceptional Selling may be one of the most important bookswritten on sales and marketing communications for high stakessales. It shows you how to stand apart from your competition,communicate with great clarity, and position your solution as themost compelling choice for the long term."—Rob Mancuso, Senior Vice President, Investors FinancialServices Corp.
"Thull has taken consultative and collaborative sales to newheights. The knowledge in this book is priceless. The trust andrespect created by the diagnostic process is a must-have forsuccess here in Asia and around the globe. It enables us todifferentiate ourselves early and achieve long-lastingsuccess."—Tay Chong Siew, Major Customer Director, North Asia, BOCGases
"Having achieved exceptional success by working with Thull andimplementing the strategy and process in his first two books, I'mastounded that his leading-edge thinking is captured in yet moredetail in another brilliant book. The conversation examples of hispowerful diagnostic approach will bring even greater success to ourorganization. Truly exceptional!"—Alberto Chacin, Director of On Demand Services LAD, OracleUSA
"Exceptional Selling is a dramatic departure from the vastmajority of sales books. It scares me to see all the ways in whichwe can self-sabotage our sales opportunities-but that's onlychapter one. Throughout the book, Thull describes compellingexamples of how to succeed in a cluttered marketplace."—Steven Rodriguez, Senior Vice President, CeridianCorporation
"Thull has again extended the concepts and thinking he developedin The Prime Solution and Mastering the Complex Sale. This is anessential read for anyone working to understand his customers in acomplex world."—Wayne Hutchinson, Vice President of SalesMarketing andConsulting, Shell Global Solutions International B.V.
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About the Author
Jeff Thull is a leading-edge strategist and valued advisorfor executive teams worldwide. As President and CEO of PrimeResource Group, he has designed and implemented businesstransformation programs for companies such as Shell GlobalSolutions, 3M, Microsoft, Siemens, Citicorp, IBM, Raymond James,and Georgia-Pacific, as well as many fast-track start-up companies.He has gained a reputation as a leader in the area of sales andmarketing strategies for companies involved in complex sales. He isan in-demand public speaker who has delivered more than 2,500speeches and seminars. Thull is also the author of The PrimeSolution and the Wiley title, Mastering the ComplexSale.For more information, please visit www.primeresource.com.
Table of Contents
Part I: "What We Got Here Is a Failure toCommunicate."
1 The More You Sweat, the Less You Sell.
2 Nobody Buys a Value Proposition.
3 You’ve Got to Get Your Mind Right.
Part II: Taking It to the Street.
4 Earning the Keys to the Elevator.
5 Diagnosis Trumps Presentation Every Time.
6 Cutting Through the Smoke and Mirrors.
7 It Doesn’t Pay to Surprise a Corporation.
Part III: Breaking Away with Exceptional Credibility.
8 "Show Me the Money."
9 Connecting at the Level of Power and Decision.
What People are Saying About This
In his book Exceptional Selling, sales expert Jeff Thullshatters decades-old assumptions about B2B selling and presents anew approach that he calls Diagnostic Selling. Thull deliversstraight talk about the one-on-one skills that professionals needin order to set themselves apart, connect with their customers, andraise the bar for the competition. CRM Magazine, October2006
Exceptional Selling's approach extols the value ofDiagnostic Selling: professional involvement and emotionaldetachment, not confrontation and persuasion. Author Jeff Thullbreaks down complex business-to-business sales with clear,step-based directions, easy to understand diagrams and charts, andcase studies of successes and failures. Exceptional Selling gentlyprods salespeople toward corrective strategies for errors thatoften go undiagnosed in the chase for the deal.Sales &Marketing Management Magazine, October 2006
Exceptional Selling focuses heavily on the actualprocesses of the diagnostic process Thull advocates and offersexcellent advice and examples on such topics as protecting thecustomer’s ego during the sales cycle, learning how todevelop analyses of customer needs that are credible, and (perhapsmy favorite topic in the book) why you should avoid thosePowerPoint presentations the industry is addicted to. RickChapman, Managing Editor and Publisher of Softletter
Many salespeople believe their sales are successes or failuresbased on emotional connections with customers who are either tooinvolved or too distant. Author Jeff Thull sets out to changeconventional thinking. Thull advises how to deal with all stages ofthe sales cycle stages. He breaks down complex business-to-businesssales with clear, step-based directions, easy to understanddiagrams and charts, and case studies of successes and failures.Exceptional Selling gently prods salespeople toward correctivestrategies for errors that often go undiagnosed in the chase forthe deal. Tali Arbel, ManageSmarter.com
Most Helpful Customer Reviews
Every book jacket sales guru disparages 'traditional' sales methods to promote his or her revolutionary approach, and Jeff Thull is no exception. However, Thull adds substance to his claim as he examines the arena of the complex sale and espouses his four-step sales sequence: 'Discover, diagnose, design and deliver.' In his sales system, every stage is a collaborative effort between the salesperson and the decision makers at the prospective client company. By working together, both prospect and salesperson identify a problem, research its financial impact, decide to make a change and design a solution. This system relies on gaining access to all the necessary players and getting them to participate throughout. Thull tends to gloss over the difficulty of clearing this daunting hurdle, though it may be harder to manage than he proposes. However, for those working in high stakes sales, this text is certainly worth studying. We particularly recommend its advice regarding orchestrating productive sales conversations.
Jeff Thull's latest book is an outstanding guide to the skills, approaches and conversations you must develop to excel in today's selling environment. It will take you beyond B2B, diagnostics, relationships, consultative and collaborative selling to explore a powerful and authentic set of disciplines of creating value. 'Exceptional Selling' truly sets the new standard for all selling.
It¿s one of the best sales books I have read in years. What you will learn from it: As one who is an advisor, you realize that not every client is a perfect fit for you. This book focuses on the language and mindsets you use with clients. With the right mindset and approach, you come off far more credible and actually sound like an advisor ¿ rather than just saying you are one. Further, the book focuses on first diagnosing (like a doctor would) before prescribing solutions. Again, taking this approach creates a true advisor relationship ¿ rather than just saying you¿re an advisor. Secondly, when approaching referral sources like Financial Planners and CPAs, they are going to be very perceptive in sensing if someone is presenting them with a hard close and pressuring their clients. Their relationships are the life blood of their business and they will not jeopardize them by referring them to someone they may perceive as a wolf. Again, the ¿maybe, maybe not¿ type approach in the book is essential in building relationships that demand both professionalism and credibility.