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Selling The Wheel Essay

1596 words - 7 pages

Selling The Wheel- Synopsis "I've tremendously enjoyed working with Howard Stevens," said Cox, "because he offers a complete picture of the sales universe. And that universe is quite diverse. His research shows you don't have to be the stereotypical, high-pressure closer in order to be successful. Indeed, in most cases, that's the wrong approach. It's a matter of knowing what to do and when."
In SELLING THE WHEEL, there are four essential selling styles. Each is suited to a different type of salesperson and matched to what customers value the most at a particular phase of the market's development. They are:
1. The Closer: With an almost evangelical enthusiasm, the closer sells not only ...view middle of the document...

4. The Captain & Crew: This style is most associated with retail sales (applicable to both conventional brick-and-mortar stores, and also today's web commerce). Its mantras are low price and maximum convenience for the customer. It relies upon strong sales management leadership (the Captain) and an empowered salesforce, each member dealing with dozens or even hundreds of customers over the course of a single day (the Crew). Though the products here may be "commodities," there are billions in sales at stake, and highly systemized, yet great customer service is the key to immense fortune.
Over the years, as the wheel business grows and changes, Max and Minnie employ each of these sales strategies, often because the previous strategy has failed. They learn the hard way that no company can successfully coordinate more than two of these selling styles at the same time – and preferably should stick with one, perhaps even changing technologies to preserve an optimum place in the market.
With both a bird's-eye view of the sales world as well as practical insights on each style, SELLING THE WHEEL translates complex business theory into a clear framework of understanding – and throws in a great sense of humor as a bonus for the reader.

Selling the Wheel: Choosing the Best Way to Sell For You, You’re Company and Your Customers.

You invented the wheel. How proud you are to create the most technologically advanced tool known to early man! There's only one problem. You have to sell it. It's up to you to convince the masses, or roll your wheel into the Nile and forget it ever existed. So, how are you going to sell your great invention?

More than 25 years of research has resulted in the following keys to a successful sales campaign:

The 6 Bedrock Questions (Every entrepreneur/salesperson needs to know how to answer)

1) Who are your customers?
2) Who are your competitors?
3) Why do customers want what you are selling?
4) What would make them prefer to buy from you?
5) Why might they prefer to buy from your competitors?
6) What added values do your salesperson have to offer to make a sale?

The 4 Essential Selling Styles
1) The Closer. With an almost evangelical enthusiasm, the closer sells not only the product, but also an entire concept, a dream, a better tomorrow. Playing to the customer's fantasies and desires, a closer is willing to do whatever it takes to make the sale whenever, wherever. This type is best at selling products and services based on new technology with little or no direct competition, where the potential gain for the customer is huge.

2) The Wizard. This salesperson has a technical education and sells high-tech, state-of-the-art products that are customized to meet an organization's requirements. Both a team player and a team leader, the wizard enjoys the challenge of creating unique solutions and thrives on managing complexity -- political (with respect to organizations), as well as technological.

3) The...

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