Mastering the Complex Sale: How to Compete and Win When the Stakes are High!, 2nd Edition

Acknowledgments xxi

Introduction to the Second Edition xxv

I THE WORLD IN WHICH WE SELL 1

1 Caught between Complexity and Commoditization 3

If Our Solution Is So Complex, Why Is It Treated as a Commodity?

2 Avoiding the Traps of Self-Commoditization 31

Challenge Your Assumptions and Set Yourself Apart

3 A Proven Approach to Winning Complex Sales 49

You’re Either Part of Your System or Somebody Else’s

II THE FOUR PHASES OF DIAGNOSTIC BUSINESS DEVELOPMENT 87

4 Discover the Prime Customer 89

Entering at the Level of Power and Influence

5 Diagnose Complex Problems 117

The Ultimate Source of Credibility and Differentiation

6 Design the Value-Rich Solution 145

Creating the Confidence to Invest

7 Deliver the Value 169

Creating Competitor-Proof Customer Relationships

III DRIVING PREDICTABLE AND PROFITABLE ORGANIC GROWTH 187

Building a Diagnostic Business Development Capability

8 Building a Value-Driven Sales Organization 189

Getting Paid for the Value You Create

9 Prevent Value Leakage 217

Capture Your Value with Diagnostic Business Development

Epilogue: The Era 3 Sales Future 241

You Can Watch It Happen to You or You Can Make It Happen for You

About Prime Resource Group 249

Notes 255

Index 259