Why Killer Products Don’T Sell - How To Run Your Company To A New Set Of Rules如何在新规则中操控你的公司
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作者： Ian Gotts，Dominic Rowsell 著
出 版 社：
出版时间： 2009-1-1字数：版次： 1页数： 165印刷时间： 2009/01/01开本： 16开印次： 1纸张： 胶版纸I S B N ： 9781906465261包装： 精装内容简介
Coming from conversations with executive teams of technology companies, venture capitalists, and M&A advisers, the insights contained in Why Killer Products Don?t Sell are gold dust. First the book lays bare the claim that sales is sales is sales. It exposes the 4 very different ?Buying Cultures? and how they should be approached: Value Offered, Value Added, Value Created, and Value Captured. But it also gives a proven methodology for assessing a company?s product mix (?offering? vs ?buying culture?), and a transformation approach to optimize sales and improve competitiveness.
目录
Acknowledgments
Foreword
Introduction
What this book is about
Why we wrote this book
A bar in Rotterdam
Who should read this book
How to read use this book
1: SOME KILLER PRODUCTS REALLY DON’T SELL
So many products, so few sales
Heroic failures
So firstly, what is a failure?
2: IT’S NOT HOW YOU SELL, BUT HOW CUSTOMERS BUY
Sales is sales is sales - right?
4 Buying Cultures
How does this all relate to the Geoffrey Moore’s Chasm?
WIIFM - so what exactly does this all mean to me?
How do people buy?
Momentum = getting the right people on board
3: IF THEY ARE BUYING - ARE YOU SELLING?
Choosing the correct Buying culture
Exploring the buying cultures
Different buying cultures, different operational cultures
What does a Value Captured Company feel like?
What does a Value Created Company feel like?
What does a Value Added Company look like?
What does a Value Offered Company look like?
4: THE BEST KEPT SECRET - VALUE CREATED SALES
Why Value Created
Why do some many companies get it wrong?
Vital Signs
Why is Value Created difficult?
A Value Added salesman in Value Created sales cycle
A now some good news
5: THE MAGIC OF A VALUE CREATED COMPANY
The Perfect Storm
The case for change
Management
R&D
Marketing
Sales
Delivery
Support
Safety notes
6: SO WHAT CAN I DO ABOUT IT?
CEO
CEO of Start-up
Chief Operations Officer
Sales Director
Head of M&A
Head of Marketing
Investors or VCs
Head of Innovation
7: ALWAYS CHANGE A WINNING TEAM
Can you have too much success?
So, are you performing?
Transformation - the OCA Methodology
Using the OCA Methodology
The Final Word: a Summary
Appendix
Case Study - Eden Project
Book summary - Common Approach, Uncommon Results: How adoption and delivers the results you deserve
Book summary - Crossing the Chasm & Inside the Tornado
Book summary - The Empty Raincoat: Making Sense of the Future
Book summary The Art of the Start: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything
Leading vs lagging metrics
Running senior management workshops
Case Study - First Recovery
