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<p>Foreword <i>Wayne Hutchinson</i>, Shell International ix</p> <p>Acknowledgments xxi</p> <p>Introduction to the Second Edition xxv</p> <p><b>I the World in Which We Sell 1</b></p> <p><b>1 Caught between Complexity and Commoditization 3</b></p> <p>If Our Solution Is So Complex, Why Is It Treated as a Commodity?</p> <p><b>2 Avoiding the Traps of Self-Commoditization 31</b></p> <p>Challenge Your Assumptions and Set Yourself Apart</p> <p><b>3 A Proven Approach to Winning Complex Sales 49</b></p> <p>You’re Either Part of Your System or Somebody Else’s</p> <p><b>II the Four Phases of Diagnostic Business Development 87</b></p> <p><b>4 Discover the Prime Customer 89</b></p> <p>Entering at the Level of Power and Influence</p> <p><b>5 Diagnose Complex Problems 117</b></p> <p>The Ultimate Source of Credibility and Differentiation</p> <p><b>6 Design the Value-Rich Solution 145</b></p> <p>Creating the Confidence to Invest</p> <p><b>7 Deliver the Value 169</b></p> <p>Creating Competitor-Proof Customer Relationships</p> <p><b>III Driving Predictable and Profitable Organic Growth 187</b></p> <p>Building a Diagnostic Business Development Capability</p> <p><b>8 Building a Value-Driven Sales Organization 189</b></p> <p>Getting Paid for the Value You Create</p> <p><b>9 Prevent Value Leakage 217</b></p> <p>Capture Your Value with Diagnostic Business Development</p> <p>Epilogue: The Era 3 Sales Future 241</p> <p>You Can Watch It Happen to You or You Can Make It Happen for You</p> <p>About Prime Resource Group 249</p> <p>Notes 255</p> <p>Index 259</p>

<b>Jeff Thull</b> is a leading-edge strategist and valued advisor for executive teams of major companies worldwide. As President and CEO of Prime Resource Group and author of three bestselling books, he has designed and implemented business transformation and professional development programs for companies including Shell, 3M, Intel, HP, Tyco, Siemens, Boston Scientific, and Abbott, as well as many fast-track start-up companies. He has gained a reputation as a thought leader in the arena of sales and marketing strategies for companies involved in complex sales.

<b>Praise for Mastering the Complex Sale</b> <p>"Jeff Thull's process plays a key role in helping companies and their customers cross the chasm with disruptive innovations and succeed with game-changing initiatives."<br /> —Geoffrey A. Moore, author of Crossing the Chasm and Dealing with Darwin</p> <p>"This is the first book that lays out a solid method for selling cross-company, cross-border, even cross-culturally where you have multiple decision makers with multiple agendas. This is far more than a 'selling process'—it is a survival guide—a truly outstanding approach to bringing all the pieces of the puzzle together."<br /> —Ed Daniels, EVP, Shell Global Solutions Downstream, President, CRI/Criterion, Inc.</p> <p>"<i>Mastering the Complex Sale</i> brilliantly sets up value from the customer's perspective. A must-read for all those who are managing multinational business teams in a complex and highly competitive environment."<br /> —Samik Mukherjee, Vice President, Onshore Business, Technip</p> <p>"Customers need to know the value they will receive and how they will receive it. Thull's insights into the complex sale and how to clarify and quantify this value are remarkable—<i>Mastering the Complex Sale</i> will be required reading for years to come!"<br /> —Lee Tschanz, Vice President, North American Sales, Rockwell Automation</p> <p>"Jeff Thull is winning the war against commoditization. In his world, value trumps price and commoditization isn't a given, it's a choice. This is a proven alternative to the price-driven sale. We've spoken to his clients. This stuff really works, folks."<br /> —Dave Stein, CEO and Founder, ES Research Group, Inc.</p> <p>"Our business depends on delivering breakthrough thinking to our executive clients. Jeff Thull has significantly redefined sales and marketing strategies that clearly connect to our global audience. Read it, act on it, and take your results to exceptional levels."<br /> —Sven Kroneberg, President, Seminarium Internacional</p> <p>"Jeff's main thesis—that professional customer guidance is the key to success—rings true in every global market today. <i>Mastering the Complex Sale</i> is the essential read for any organization looking to transform their business for long-term, value-driven growth."<br /> —Jon T. Lindekugel, President, 3M Health Information Systems, Inc.</p> <p>"Jeff Thull has re-engineered the conventional sales process to create predictable and profitable growth in today's competitive marketplace. It's no longer about selling; it's about guiding quality decisions and creating collaborative value. This is one of those rare books that will make a difference."<br /> —Carol Pudnos, Executive director, Healthcare Industry, Dow Corning Corporation</p>

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