The collaborative sale: solution selling in a buyer driven world

Foreword David Stein xi    Preface xv    Acknowledgements xix    Definitions xxi    Part I  Foundations of the Collaborative Sale 1    1    The Story    and What   s Behind The Collaborative Sale 3    The Collaborative Sale 7    What is sales collaboration? 9     2 Solution Selling Meets the New Buyer 13    The Emergence of the New Buyer - Buyer 2.0 16    The Effect of Information Access on Buyer 2.0 Behavior 16    The Millennials are Coming 21    The Effect of Economic Uncertainty on Buyer 2.0 Behavior 23    Buyer 2.0 vs. Buyer 1.0 27    Adapting to the Buyer 2.0 Paradigm 28    The Relevancy of Solution Selling and the Evolution of the Collaborative Sale 33    The Story (continued) 35    3 What the New Buyers Expect: Situational Fluency 39    Seller Agility 42    Situational Fluency 44    Components of Situational Fluency 45    Hiring for Situational Fluency 50    Developing Situational Fluency 51    Technology   s Role in Situational Fluency 53    Part II Three Personae of the Collaborative Sale 57    4 The Micro-Marketer Persona 59    Why Be a Micro-Marketer? 60    Micro-Marketers Demonstrate Situational Fluency     with Constraint 62    Micro-Marketers Create Their Own Personal Brand 63    Planning and Executing a Micro-Marketer Strategy 66    Enabling the Micro-Marketer Persona 74    The Story (continued) 82    5 The Visualizer Persona 85    What a Visualizer? 85    Buyer States and Strength of Vision 91    Visualizer Conversations 95    Embracing the Visualizer Persona 99    The Story (continued) 101    6 The Value Driver Persona 105    Focusing on Value 107    What is the Value Driver Persona? 107    Using a Collaboration Plan     a Buyer Alignment and Risk Mitigation Strategy 115    The Myth of Control 118    Create an Online Collaboration Site 119    Collaborating to Close 121    Enabling the Value Driver Persona 122    The Story (continued) 124    Part III Making the Collaborative Sale a Reality 127    7 Establishing a Dynamic Sales Process 129    Buyer-Aligned Sales Process 134    Dynamic Sales Process 135    Automating Dynamic Sales Processes 137    Expanding the View of Sales Process 138    Sales Process Enables Management and Marketing 140    8 Coaching the Collaborative Sale 143    Sales Management Cadence 144    Motivation 151     9 Implementing The Collaborative Sale 157    Right Process: Buyer-Aligned Learning and Development 159    Right People: Talent Assessment and Analytics 162    Right Tools: Focused Enablement 167    Committing to Success     Individually and Organizationally 177    Epilogue 179    Afterword 181    Appendix 183    EssentialCompetencies for The Collaborative Sale 183    Additional Collaborative Selling Tools 186        Contributors 195    KeithM. Eades 195    Timothy T. Sullivan 195    Robert Kear 196    James N.    Jimmy    Touchstone 197    Dave Christofaro 197    Kenneth Cross 198    Tamela M. Rich 198    Index 199