Stefan Larsson
The The ultimate ultimate guide guid to strategic to strategic and an tactical tactical salessale
Procedural selling
StefanStefan Larsson Larss
The ultimate guide to strategic and tactical sales
Stefan Larsson
Table of Content Why do I need another book about sales?
5
What is procedural Selling? What is a strategy? What can go wrong will go wrong
12 14 19
The CHAMP™ Planner The Champ™ Diamond Procedural Selling - CHAMP™
28 31 36
Classify Don’t guess! No champion, no deal Mode Personal gain Roles How do you build a Champion Techniques for building a Champion Anti-Champion (saboteur) Coach Economic Technical User Undefined
40 43 46 52 59 62 64 69 75 79 83 85 85 86
Homebase (where are you) Sales funnel
88 90
Loyalty Competition Timing Strengths Weaknesses Nothing comes from nothing
92 94 96 97 100 106
Action Why? Same, same but different Action examples for the funnel
108 118 122 124
Measures Spin® definition Don’t give solutions that don’t solve the costumers problem Needs Do you play russian roulette with your sales targets?
138 143
Process You don’t close deals you open up relationships! Don’t be a passenger in the sales process Proposals and procedures
170 175 178 180
Final summary The CHAMP™ Planner - Example Final words 50 top list Follow up Thank You Index
186 192 194 202 203 206
151 152 168
CHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHA MPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPC HAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAM PCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCH AMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMP CHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHA MPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPC HAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAM PCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCH AMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMP CHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHA MPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPC HAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAM PCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCH AMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMP CHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHA MPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPC HAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAM PCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCH AMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMP CHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHA MPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPC HAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAM PCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCH AMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMP CHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHA MPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPC HAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAM PCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCH AMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMP CHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHA MPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPC HAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAM PCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCH AMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMP CHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHA MPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPC HAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAM PCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCH AMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMP CHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHA MPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPC HAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAM PCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCH AMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMP CHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHA MPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPC HAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAM PCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCH AMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMP CHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHA MPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPC HAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAM PCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCH AMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMP CHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHAMPCHA 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5 Procedural selling, what is it?
(And why do I need another book about sales?) So, what’s so special about this book you’re holding in your hand (or reading on your iPAD?) I’ll tell you. All my working life I have been in sales (25 years now), and to make it I had to develop a systematic approach to sales that is very straightforward, easy to understand/learn: I now wish to share this system with you. Like many other salespeople I have studied a vast quantity of books and I attended numerous seminars and courses, but not many have given me a clear and simple methodology to win more customers and really helped me in sales. Many books out there are too theoretical or try to be too clever. Also, most books on sales are based on “smaller sales” cases (see definition below) and are mainly concerned with the salesman-buyer interaction. Most of the CRM systems are unfortunately built by programmers, they are too simplistic and they miss critical strategic information about prospecting and the processes that really drive sales. Why Procedural? Because it is all about processes: sales information should be diligently entered into a system and then, with the appropriate objectives, sales should be driven systematically. Do you currently have the knowledge and/or the tools to do that?
6 This book is aimed to all salespeople, sales managers or top executives who want to understand how to succeed in complex sales with long sales cycles and to those selling to corporations with several influencers involved in the decision making process. My methods deals with “larger sales” defined as those sales where the purchasing decision is made when the salesperson involved is not present, as opposed to “smaller sales” where the salesperson takes the order personally from the buyer, face to face. This book not only explains how to form a strategy to win the account, it also gives you a tool to use, the CHAMP™ system. CHAMP™ plays a central role in developing a strategy and it helps you and others in your company to understand exactly what actions and activities are required to win the sale. It is a kind of brainstorming-mapping tool of all you know about the prospect and it helps you make the right decisions and formulate the best strategy, it is all about doing the right thing and making the best use of your most valuable asset - time.
You know what you know. You also
need
to know what you
don’t know
8 Learning CHAMP™ will help you get a better understanding of what sales is all about; it will give you a tool to present to the management and to other departments like product development and marketing. Today, in most companies, the communication between sales, marketing and development has become a huge issue. CHAMP™ opens up these doors and presents the prospects to all the other stakeholders within your own corporation in such a way that they clearly understand what is needed to achieve success. Often to win you need to work as a team, not just send the salesman out on a journey by himself with almost no ammunition... CHAMP™ helps in this aspect too, to formulate new creative ways to qualify prospects and move them closer to a purchasing decision. The correct activities will do the job. You will map the competition and what they do. Strengths and weaknesses are out in the open and you will need to devise a plan on how to deal with them. You will decide on activities that stand out and neutralize the effect of pitfalls and weaknesses. Time to be creative with the activities you do?
Do you want to win? Then you need a
strategy
10 CHAMP™ is also a great tool to use for sales management, to make (or ask for) accurate forecasts, to work out budgets and allocate resources. This book is based on my 25 years experience in complex sales that has evolved from direct sales to managing sales people and resellers all over the world. It is not based on theories, but on true and brutal real life experience! The aim of this book is to give you very plain and direct help to win sales in the corporate world. This book will help you understand why you have to plan ahead and have a clear strategy about what you want to achieve. It will explain and guide you through tactical sales with SPIN® and structuring your sales process using a detailed sales funnel classification. It will help you understand why people are buying your products and it will lead you to find out what the client’s needs are and what he/she really wants, not what you want. Customers today want to BUY not to be sold.
Take luck and faith out of the sales equation!
11
The book is also filled with QR codes like the one above, these are active links to various webpages I will use to add more value as time goes by, I will upload more examples on the web and then by scanning the QR code with your mobile device you easily find your way to these additional pages of the book, it makes the book alive and never static. Hope you enjoy it. See last page for more info how to find a QR code reader for your mobile device.
12 What is procedural selling? Procedural selling is a combination of strategy, tactics and the specific know-how to execute this all in real life. Strategic selling is the part of the sale process where you make a plan. It is thepart of the process that many overlook that salespeople think is boring or they just don’t know how to handle. Please take it from me: planning and being strategic on accounts is the only way to succeed in complex sales and doing it right will make you much more effective and take the luck factor out of the equation. Think of it like this: You want to play a game of chess. How can you win? In CHESS you have to know the rules of the game. All the different pieces have different characteristics and behaviors. The eight pawns in the game can only move one step forward when in the game. Their first move can also be two steps forward. On the other hand pawns can strike out other pieces only in a frontal diagonal move etc. First, if you want to win a GAME you need to learn about each of the pieces characteristics and rules. This is not a strategy, but a precondition to formulate a strategy that will make you win. When you know what can be done, you can also plan ahead and the player with the best strategy will win the game. This is simply the reason why it took so many years for a computer to beat a human being in Chess: the computer couldn’t
13 plan more that a certain number of moves ahead and in those early days of the computer era, it could only deal with simple strategies like calculate which next move was the best. Nevertheless in 1997 the reigning world chess champion Garry Kasparov was defeated by the IBM Deep Blue computer: for the first time a machine had beaten a human being. Luckily in sales we will not be replaced by computers yet at least for many years to come, but it doesn’t mean that we don’t need a strategy and the best tactics to win. And winning is what it is all about, in sales as well as in sports. Nobody remembers who the runner up was. So a part of strategic selling is know the rules of the game and try to think ahead as far as possible. We will discuss more in details the different categories we encounter in corporate sales today and also how we will use the CHAMP™ planner to map them out, but let’s keep this on a high level for the time being.
Universe CHAMP™ diamond A-B-C-D Mode Medium High Low Influence
Title
User
Sales objectiv Who fits?
H
Name Location
Champion
Homebase where we are?
Suspect
Sabotuer
Technical
Buyer influencers Coach
Best customer profile
Role Personal gain
Economic
C Classify &
Account analyse
Situation knowlegde
Categorize
A P Actions 65, 97, 107-109, 111-113, Personal Gain 42, 59 116, 120, 124-133, 136, 200 Procedural Selling™ 5, 12, C 36, 188, 190 Categorise 42, 45, 87 Process 97, 100, 160, 171, CHAMP™ 6, 8, 17, 36, 41, 47, 176, 179 69, 80, 89, 97, 111, 130, 132, 160, Proposals 99, 132-133, 180, 187, 188, 194
CHAMP™ Diamond 31,
34-35, 99, 103 Champion 45, 62, 69, 73, 92, 99, 104, 114, 197 CHAMP™ planner 13, 2730, 37-39, 42, 48, 52, 65, 91-92, 95-98, 102, 104, 107, 110-111, 120, 167, 179, 185, 187-189, 192-194 Classify 41-42, 45, 87, 200 Coach 79, 101
Proposal delivered
Prospect 130-131, 140 R Role 42, 47, 62, 141 S Saboteur/Anti-Champion
Explicit needs Leverage strengths and eliminate pitfalls
75, 77, 104
Sales funnel 89-91, 93, 101, 103, 123-135
SPIN® 10, 15, 45, 54, 99, 102,
H T Homebase 89, 91-92, 97, 107, Technical 85, 141 120, 140 U User 85, 141 I Influence 42, 49 L Location 32, 42 M Measure 99, 131, 139, 140, 142, Mode 42, 52, 99
Prospect
Hot prospect
183, 185
130, 139-140, 142-145, 153, 155E 157, 160-166, 195-196 Economic 83, 101, 104, 132, 141 Strategy 6, 14, 26, 131, 188
167, 169
Situation questions
Problem questions
Our strength Weaknesses? Urgency? Competition?
Index
Defined target group
Buyer showed signs of decision Victory celebrate! Signed contract New customer
Returning customer
My planned outcome
Sales bjectives
Possible business
A
Networking
Planned Actions
M
Measures customer value Why are they buying?
Implication Need-payoff Questions
Plan to build a champion
Case studies News
Possible actions DR
P
s
Processes Proposals Procedures
d alls
ed ion
VIP
Advocate
Ambassador
PR
Social Meeting
Demo presentation seminar workshop
Procedural Selling is a combination of strategic and tactical selling and since time is your worst enemy, you need to have a clear plan and then perform the right actions to move the prospect forward. This book even gives you a practical tool – CHAMP™ – it will help you become more successful in complex sales (B2B) and learn to understand why your solutions matter and why the customer buys. It helps you and your organisation to know what actions are needed to win the business. Procedural Selling is about how to drive sales in a structured way with clear processes and take luck and faith out of the sales equation.
”
This book is rocket fuel for every sales organization. It provides a very straightforward and structured approach on setting goals and driving a process to reach them. Procedural selling knowledge is for sales people, sales managers and executive management. Remember – No champion, no deal.
”
Dominic Gallello – CEO, and senior industry leader - California, United States
”
Finally a book on sales that gives you a strategy, a structure and a process you can use. Stefan turns a complex issue into an easy system and explains it in simple terms. Highly recommended.
”
Maurizio Nannetti - entrepreneur and accidental salesman - Sydney, Australia