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Selling Value: Key Principles of Value-Based Selling, by Don Hutson
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SELLING VALUE is 305 pages of solid content to help you out perform your competition while keeping your customers happy. It is presented in four parts: Mastering the Head Game; Your Blueprint for Sales Success; Understanding Your Customer; and Securing and Growing the Business; The fifteen chapters outline the most critical content for exceptional sales results in a competitive environment. One premise set forth is that the most important definition of value is your prospect's definition! If properly queried, ten prospects might well give you ten different answers and to what they value most. With exceptional skills of differentiating and adapting the value elements of your deliverables, you can hit the mark for all ten of them! From the important basics in Part I to the advanced selling skills in Part IV, you will gain many ideas from this content-rich work on the skill of SELLING VALUE for greater successes!
- Sales Rank: #1881668 in Books
- Published on: 2015-03-03
- Original language: English
- Number of items: 1
- Dimensions: 9.40" h x 1.00" w x 6.00" l, 1.15 pounds
- Binding: Hardcover
- 319 pages
About the Author
Don Hutson career spanning speaking, writing, consulting, and sales has brought him many honors. He worked his way through The University of Memphis, graduating with a degree in Sales. After a successful sales career, he established his own training firm and today is CEO of U. S. Learning based in Memphis, TN.
He has spoken to over half of the Fortune 500, is featured in over 100 training films, and currently addresses some 50 audiences per year. He is the author or co-author of thirteen books, including the number one Wall Street Journal and New York Times best-seller, The One Minute Entrepreneur (with Ken Blanchard).
Don's knowledge and platform experience in selling value, leadership and negotiations have been sought out by companies and associations throughout the free world.
Don was on the Founding Board and is a Past President of The Society of Entrepreneurs. He was also on the Founding Board and is a Past President of the National Speakers Association, and a recipient of its Cavett Award for outstanding achievement. He is a member of Speakers Roundtable, a think tank of twenty thought leaders in training and development, and is also in the Speakers Hall of Fame.
Most helpful customer reviews
3 of 3 people found the following review helpful.
Very good
By Autamme_dot_com
Who doesn’t want to keep their customers ecstatic and out-perform their competitors at the same time? This book promises to show you how to do that and more besides, offering a means to reach out towards that utopian state.
Focussing on your sales proposition and the use of delivering different value to your customers is central to the author’s message. Even the same product may have different value-points to the customer and the key is identifying and utilising these to great effect.
This was an interesting read but the book did feel prone to being easily defocussed and often a little too verbose for its own good. Fortunately it provided an engaging read on a critical subject, so you did want to plough on, despite any transient difficulties.
Do not overly judge your prospect is something the author stresses, noting that many salespeople often negatively and unjustifiably prejudge the quality of a prospect or the outcome of a sales call. The end result is that they invariably shoot themselves in the foot with a weak attitude or negative expectations and this shows itself in the sales call. The author gives a great example and this reviewer has heard of similar tales in his own country: “On a Saturday morning in Indianapolis, two Rolls-Royce salespeople were standing on the showroom floor talking. An old fellow walked in wearing dirty coveralls with a couple of holes in the knees. He walked over and looked at the Rolls Royce in the showroom, and the salesperson who was up to talk to the next customer thought, what a waste of time, so he blew him off. So the other salesperson walked over and welcomed him to the dealership. He was courteous and accommodating to him. He subscribed to the philosophy of never, ever prejudging anybody. You don't prejudge them by how they dress; you don't prejudge them by your initial impression. It worked out for this salesman because Mr. Lilly of Eli Lilly Pharmaceuticals bought two Rolls-Royces that morning. One was for himself and one was for his wife. He then went back home and finished his yard work.” The author concludes correctly that a sales person should never negatively prejudge – if you are going to do any pre-judging, positively prejudge.
No matter how experienced or worldly-wise you might be, this book has the capacity to challenge your thoughts and behaviour. There is no shame in slightly changing or polishing your performance, should you already be operating at “peak efficiency”. The author managed to steer away from meaningless platitudes and the use of gimmicks to push his message. Just like a master salesperson, he focuses and delivers a clear message.
When you read the book you might think the advice being given is so obvious and clear, yet think about some of the recent sales interactions you might have experienced. There is a lot of work to be done and the canny salesperson will be pleased to leapfrog over their less-performing rival.
Simple things indeed: lead with your ears, be a great listener, control your emotions, take notes, probe for additional information and clues, summarise the requirement, tell a story, don’t talk too much and get the customer talking… the list goes on with great advice and, one is ashamed to say, this reviewer sometimes is a little to eager to talk to a prospect to serve them, yet doesn’t always give them too much chance to respond. More work is necessary to remedy this bad habit.
There are far too many books about selling available. This one managed to carve a little space of its own in the mind of this reviewer who sees a lot more business-type books than the average reader! It was enjoyable, memorable and actionable. The hard work, still, falls on the reader though, should they seek to implement the author’s advice.
0 of 1 people found the following review helpful.
Five Stars
By Fredrick Niemeyer
This is a great book and an easy read!
0 of 1 people found the following review helpful.
Five Stars
By Gary Carrel
Recommend it to every one who is interested in a home based business. Or even anyone in sales.
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