Mastering the Complex Sale ^{2nd Ed.}

In todays turbulent and volatile marketplace, even the most experienced professionals are struggling with the rapid commoditization of their complex, high-value solutions. The complexity of the problems to be solved and the competitive threats we face are increasing at an alarming rate. At the same time, your customers are wrestling with mission-critical decisions and evaluating solutions that all sound the same and come packaged with a high degree of risk and a low probability of success. Your success demands an exceptional strategy and precise execution that must clearly set you apart from your competition.

Continuing to evolve the breakthrough thinking of his bestselling classic Mastering the Complex Sale in this new edition, Jeff Thull once again pushes the envelope to give professionals — from individuals struggling with their first call, to senior executives trying to figure out why their value strategy is falling short — a comprehensive guide to navigate and win high-stakes sales. You will find yourself rethinking your beliefs about selling, applying this straightforward strategy, and achieving the success you are looking for.

Jeff will lead you through Diagnostic Business Development, a complete and effective system derived from years of experience with top sales professionals and executive teams worldwide. It is a proven diagnostic, value-based approach that positions you with respect and exceptional credibility as a valued business advisor and contributor to your customers success. In fact, its not about selling — its about guiding quality business decisions that will connect and quantify your unique value and remove your customers internal barriers that prevent them from moving forward.

This book will show you how to:

• Gain access and connect to the highest levels of power and influence
• Separate real business from resource drains
• Navigate complex decision networks
• Prevent self-commoditization
• Connect your value to your customers performance metrics
• Quantify value with an amount your customers believe
• Co-create compelling solutions customers will invest in

Rich with detailed examples and real-world case studies and thorough in its challenge to conventional sales wisdom, this edition of Mastering the Complex Sale gives you the precise guide youve been looking for to win and win big in complex sales.

• Foreword Wayne Hutchinson, Shell International
• Acknowledgments
• Introduction to the Second Edition
1. THE WORLD IN WHICH WE SELL
1. Caught between Complexity and Commoditization
   If Our Solution Is So Complex, Why Is It Treated as a Commodity?
2. Avoiding the Traps of Self-Commoditization
   Challenge Your Assumptions and Set Yourself Apart
3. A Proven Approach to Winning Complex Sales
   You're Either Part of Your System or Somebody Else's
2. THE FOUR PHASES OF DIAGNOSTIC BUSINESS DEVELOPMENT
4. Discover the Prime Customer
   Entering at the Level of Power and Influence
5. Diagnose Complex Problems
   The Ultimate Source of Credibility and Differentiation
6. Design the Value-Rich Solution
   Creating the Confidence to Invest
7. Deliver the Value
   Creating Competitor-Proof Customer Relationships
3. DRIVING PREDICTABLE AND PROFITABLE ORGANIC GROWTH
   Building a Diagnostic Business Development Capability
8. Building a Value-Driven Sales Organization
   Getting Paid for the Value You Create
9. Prevent Value Leakage
   Capture Your Value with Diagnostic Business Development

• Epilogue: The Era 3 Sales Future
  You Can Watch It Happen to You or You Can Make It Happen for You
• About Prime Resource Group