Selling Change: 101+ Secrets for Growing Sales by Leading Change

Selling Change: 101+ Secrets for Growing Sales by Leading Change

by Brett Clay


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Named BEST BUSINESS BOOK OF 2010 by Independent Publisher Book Awards

Named BEST SALES BOOK OF 2011 by Axiom Business Book Awards

Named one of the BEST BOOKS TO HELP YOUR TEAM SUCCEED IN 2011 by Selling Power Magazine

''Selling Change is the go-to handbook of leadership for this decade.''
--Independent Publisher Book Awards

  • Nominated--Global eBook Awards
  • Winner, Business: Sales--Axiom Business Book Awards
  • Winner, Business: Sales--The National Best Books Awards, USA Book News
  • Winner, Business--Independent Publisher Book Awards
  • Finalist, Business: Management and Leadership--The National Best Books Awards, USA Book News
  • Finalist Award Winner, Business & Economics--Foreword Reviews Book of the Year Awards
  • Finalist Award Winner, Business--Next Generation Indie Book Awards
  • Finalist Award Winne, Businessr--National Indie Excellence Awards

Change happens fast in today's global, Internet-driven economy. Learn how to get ahead of these changes—and your competitors—by creating irresistible value for your customers and stakeholders.

In an era of globalization and internet commoditization, salespeople (and the companies they work for) are in danger of becoming irrelevant. In this Darwinian environment, the traditional approach of selling solutions to problems no longer creates profitable differentiation. To survive, salespeople and business leaders must become agents of change and help customers or stakeholders achieve their goals rather than simply solve their problems. This new, change-centric approach is the next evolution in selling, enabling companies to develop deeper, more profitable customer relationships and to be more agile and adaptive to changing conditions.

With twenty years of experience, most recently with Microsoft Corporation, Brett Clay has developed a complete tool-set for change-centric salespeople and executives, including 101 secrets for growing sales and delivering high value to customers.

Readers will understand the five disciplines of change leadership and the secrets of change psychology that will turn them into vital assets for their customers and help them achieve explosive business growth.

Selling Change will help you:

      •  Successfully lead projects and change initiatives
      •  Increase your revenue and income
      •  Lock out your competitors
      •  Maintain higher profit margins
      •  Improve the competitiveness of your sales force
      •  Become a strategic resource for your customers
      •  Have buyers calling you instead of you calling buyers
      •  Develop strong, long-term relationships with your customers
      •  Bust the myth that sales people and leaders have to be pushy to be successful
      •  Achieve your financial and personal goals

Product Details

ISBN-13: 9780982295236
Publisher: Ariva Publishing
Publication date: 01/01/2010
Pages: 270
Product dimensions: 5.66(w) x 8.62(h) x 0.90(d)

About the Author

Brett Clay is CEO of Change Leadership Group, LLC, a management consulting and training firm specializing in the areas of change leadership and business performance acceleration. He is an award-winning author, award-winning marketer, international speaker, sales trainer, consultant, and a veteran of twenty years in international sales and marketing management. He has held vice president roles in sales, business development, and marketing at numerous high-technology companies and was most recently at Microsoft Corporation. Clay is also the host of The Actuation Zone radio show, where he discusses how to help people grow in their businesses and in their lives.

Table of Contents

Section 1 Introduction-The change imperative 1

Why You Need This Book 2

Four Forces Changing Your World 3

Why Selling Change? 7

Why Change? 11

Secret #1 The World Is Changing 14

Section 2 understanding change leadership framework premises 17

Introduction 18

Secret #2 People Only Buy When Forced 20

Secret #3 You Are Not a Force 22

Secret #4 No One Needs Your Product 24

Secret #5 People Buy to Make a Change 26

Secret #6 Problems Are the Tip of the Iceberg 28

Secret #7 Delivery Trumps Relationship 30

Secret #8 Opportunity Only Comes with Change 32

Secret #9 Become a Change Leader 34

Secret #10 The Change Leadership Framework® 36

Section 3 The first Discipline-force field analysis 39

Introduction 40

Secret #11 Be an Amateur Psychologist 42

Secret #12 Understand the Four Forces 44

Secret #13 Understand the Client's Internal Needs 46

Secret #14 Understand the Client's Behaviors 48

Secret #15 Understand the Client's Strategies 50

Secret #16 Understand the Client's Environment 52

Secret #17 Understand the Client's Life Space 54

Secret #18 Harness the Forces 56

Secret #19 Wherever There Is Change, There Are Forces 58

Secret #20 Change Requires Constant Force 60

Secret #21 Wherever There Is a Force, There Will Se Change 62

Secret #22 People Are Always In Motion 64

Secret #23 People Are Spring-Loaded 66

Secret #24 Customer Satisfaction Is Impossible 68

Secret #25 Observation Is Different From Reality 70

Secret #26 The Four Forces Are Always Present 72

Secret #27 Stronger the Force, Stronger the Movement 74

Secret #28 Every Force Has Equal Resistance 76

Secret #29 Forces and Changes Are Like Fans 78

Secret #30 People MakePoor Computers 80

Section 4 The second discipline-change response analysis 83

Introduction 84

Secret #31 Change Your Paradigm 86

Secret #32 Understand the Jack in the Box 88

Secret #33 Understand Coping Strategies 90

Secret #34 Stay Away from Chickens 92

Secret #35 Follow the Chameleons 94

Secret #36 Help the Geese 96

Secret #37 Count on the Beavers 98

Secret #38 Comfort the Mules 100

Secret #39 Stay Away from Turtles 102

Secret #40 Do a Reality Check 104

Secret #41 Forget the Wishful Thinking 106

Secret #42 Win with Mere Exposure 108

Secret #43 Beware of False Consensus 110

Secret #44 Be Careful Where You Cast Your Anchor 112

Secret #45 Marathons Are Aerobic 114

Secret #46 Don't Be Deluded by Illusions 116

Secret #47 Double Your Best Estimate 118

Secret #48 The Glory Days Never Were 120

Secret #49 Choose Changes Wisely 122

Secret #50 Change Paths to Success 124

Secret #51 No Pain, No Gain 126

Secret #52 There Is No Magic 128

Secret #53 Don't Blow a Gasket 130

Secret #54 Short Cuts = Short Circuits 132

Section 5 The third discipline-power analysis 135

Introduction 136

Secret #55 Understand the Effort 138

Secret #56 Understand the Scales of Change 140

Secret #57 Qualify the Resistance 142

Secret #58 Estimate the Resistance Power 144

Secret #59 Reduce Tension 146

Secret #60 Become a Kung-Fu Master 148

Secret #61 Be Fast and Agile 150

Secret #62 Calculate the Formula for Change 152

Secret #63 Calculate the Force for Change 154

Secret #64 Determine Pivots, Multipliers, and Triggers 156

Section 6 The fourth discipline-value creation 159

Introduction 160

Secret #65 Be a Miner, Not a Prospector 162

Secret #66 Create Organizational Value 164

Secret #67 Create Personal Value 166

Secret #68 Create Strategic Value 168

Secret #69 Climb the Value Hierarchy 170

Secret #70 The Customer Owns the Mine 172

Secret #71 Change the Rules 174

Secret #72 Maintain High Value 176

Secret #73 Be Outstanding 178

Secret #74 Focus on Yourself 180

Secret #75 Be Willing to Walk 182

Secret #76 Don't Beg-Deliver 184

Secret #77 There Are No Secrets 186

Section 7 The fifth discipline-change actuation 189

Introduction 190

Secret #78 Be an Agent of Change 192

Secret #79 Actuate, Rather Than Own 194

Secret #80 Think Big. Execute Incrementally 196

Secret #81 Always Have a Plan 198

Secret #82 Measure Twice; Cut Once 200

Secret #83 Big Success = Big Risk 202

Secret #84 Two Roots of Evil & Failure 204

Secret #85 Perseverance Wins 206

Secret #86 Always Have Options 208

Secret #87 Develop Your Change Team 210

Secret #88 There's No Free Lunch 212

Secret #89 Plan Ahead, But Deliver Version 1.0 214

Secret #90 Version 1.0 Is Junk 216

Secret #91 Leverage Critics 218

Secret #92 Where There Is Change, There Is Conflict 220

Secret #93 Maintain Positive Momentum 222

Secret #94 Be the Skeptic Who Always Believes2 24

Secret #95 Drive Change Awareness 226

Secret #96 Recognize the Status Quo 228

Secret #97 Unfreeze the Status Quo 230

Secret #98 Make the Change 232

Secret #99 Pour the Concrete 234

Section 8 Being a change agent2 37

Introduction 238

Secret #100 Building Value Takes Time 240

Secret #101 Don't Skip Steps 242

Secret #102 People Must Learn on Their Own 244

Secret #103 Determine the Owner 246

Secret #104 Focus on the Method, Not the Effort 248

Secret #105 Leave Transactional Selling for Websites 250

Secret #106 Follow the Change Leader Code of Conduct 252

Section 9 conclusion 255

Secret #107 It's Up to You 256

Index 259

Next Steps 267

About the Change Leadership Group 269

About the Author 275

What People are Saying About This

Brian Tracy

''This powerful, practical book shows you how to make more sales, faster and easier than you ever thought possible!''
(--Brian Tracy, bestselling author of The Art of Closing the Sale)

Jeffrey Gitomer

''This is the first POSITIVE book about change in a decade . . . at a time when we need it most! Buy it today, and implement it as fast as you can.''
(--Jeffrey Gitomer, bestselling author of The Little Red Book of Selling)

Gerhard Gschwandtner

''Selling Change, by Brett Clay, is a must-read for sales executives in 2011. Today salespeople must drive change for their customers, helping them achieve business goals. We have to give up the idea of pursuing rigid goals and rigid business models. And we need to let go of the notion that we will ever get to any fixed point in our lifetime. The best thing we can hope for is to become more agile so we can become masters at successful transitions, rather than victims of change. Agility is the new ROI. Selling Change is a handbook that shows how to lead customers or stakeholders through change and create high value for them in the process and that's why it's a must-read for salespeople and business executives in 2011.''
(--Gerhard Gschwandtner, publisher of Selling Power magazine)

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