Selling in a New Market Space: Getting Customers to Buy Your Innovative and Disruptive Products

by Brian Burns, Tom Snyder

Overview

Your new product has changed the rules of the market. Now, you have to change the rules for selling it . . .

Providing a truly innovative product or service is the difference between life and death for companies today. But once you’ve produced it, you have to answer the next big question: How do I sell this unique offering to customers who don’t even know they have a need for it?

Brian C. Burns and Tom U. Snyder compared 27 highly successful emerging-growth and start-up corporations with 78 less successful companies in similar fields. The difference, they learned, lies neither with the product nor with marketing but with the sales strategy. In short, the losers relied on conventional sales methods; the winners deployed a unique sales strategy that focused on how organizations make decisions.

Selling in a New Market Space helps you develop a sales strategy to approach potential buyers the right way—the first time around—using what the authors call the “Maverick Method.” This game-changing guide explains:

• What Maverick sellers do differently and why they hold the key to your success
• Where to find salespeople with the skills for selling to a new market
• How to create early market segments and marginalize competitors
• When to transition them away from Maverick selling

Don’t be a victim of your own success. What good is the product you put all that money into if you can’t sell it?

If you want to get the most out of your innovative offering, you need to create a new class of salesperson. With Selling in a New Market Space, you have the tool for driving your new product to the limits of its potential.

Product Details

ISBN-13:	9780071639682
Publisher:	McGraw Hill LLC
Publication date:	12/18/2009
Sold by:	Barnes & Noble
Format:	eBook
Pages:	256
File size:	3 MB

About the Author

Brian C. Burns has held key leadership, management, and sales roles at nine venture capital– backed companies, resulting in three IPOs and six acquisitions. Burns founded The Maverick Organization, a consulting firm that helps companies develop effective sales strategies, sales practices, and sales teams.
Tom U. Snyder is the North American CEO/Partner of PersonaGlobal, a consulting firm with offices in 42 countries, more than 1,200 sales consultants, and clients that compose over half of the Fortune 1000. Both authors reside in Bethesda, MD.

Table of Contents

Chapter One: Sales as a Profession

Chapter Two: The Maverick Organization

Chapter Three: The Maverick Marketplace

Chapter Four: The Maverick Seller

Chapter Five: The Maverick Process

Chapter Six: Maverick Strategies

Chapter Seven: The Maverick Matrix

Chapter Eight: Creating the Maverick Value Proposition(s)

Chapter Nine: How Innovative Marketing Effects Maverick Selling

Chapter Ten: Rewards and Incentives For The Maverick Seller

Chapter Eleven: When The Mavericks Need to Move On