Book Description

Praise for Jim Holden’s World Class Selling "World Class Selling is a must for any company executive and sales professional committed to achieving world class supremacy. Jim Holden has surpassed himself." —George E. Harvey President, Business Group AT&T Canada "The Holden Corporation and its value concept teachings are not new to the Microsoft OEM division. For the past three years we have worked with them, immersing ourselves in their value management methodology, applying it to a variety of scenarios in our business, with excellent results. For us, World Class Selling is another great extension of what we have been practicing for some time. I’m sure it will make us an even better organization to reckon with." —Joachim Kempin Senior Vice President, OEM Division, Microsoft "In World Class Selling, Jim Holden adds another dimension to his teaching effectiveness. The real-life highs, lows, threats to, and accomplishments of Mary Gagan establish the drama of what selling has become…an outstanding book which addresses a very complicated subject in a very interesting and comprehensive way." —William Y. O’Connor Chairman, CEO, and President, GTECH Corporation "The concepts put forth in World Class Selling, created by linking critical sales and sales-related areas of a business, will drive any company’s ability to change as market circumstances change. Holden Corporation has been a strong, passionate, and value-focused partner to ALLTEL. Their proven processes are helping to link every employee, everywhere in the company, directly or indirectly to providing value to our customers." —Jeff Fox President, ALLTEL Information Services "Using the methods Jim Holden spells out in World Class Selling, we at Origin were able to use one common language and professionalize our sales process and sales force, resulting in an increased hit rate and lower sales cost." —Peter Overakker Executive Vice President Origin International (The Netherlands) ... Read more

Reviews (8)

Outstanding
World Class Selling does a masterful job of not only focusing on what salespeople need to do to be successful, but on what a salesperson's company needs to do. For example, if my company's marketing is not aligned with sales, it makes my job twice as difficult.

I also very much enjoyed the real life scenario that runs through the book, espically the ending.

Don't Bother
This is worse than a complete waste of time -- it is nothing more than an infomercial for the sales training program run by the same group. It is filled with Capitalized Letters and Italicized Jargon that are part of the cute terminology. The book is written around some styalized characters who walk through a script -- it is impossible to read, and even less possible to gain any valuable insight, it is so annoying. I wish that I could get my money back. The worst part is that it seems like there might be some good ideas underneath, if you could just get to them.

Definitive approach to transform a company's sales culture.
"Not adequate! Superb selling skills are not adequate to ensure success in today's topsy-turvy global marketplace. Winning companies will intimately understand their customers' goals, their strengths, and their weaknesses. They will distill this information into a detailed understanding of solutions that provide the highest value leverage. Solutions are more than products and supporting services. They are the tangible intangibles that derive from the total company-to-company relationship. Having a company internalize the new paradigm that the entire organization - not just the sales department - is responsible for securing and retaining key customers will usually require a radical culture change. Jim Holden, in World Class Selling, almost brutally represents the horror story that can result from not making the paradigm shift. This book will be of limited value to a sales force if sales leadership does not 'sell' every member of the executive leadership team on reading this book, discussing the implications, and then using its concepts as the basic framework to transform the organization into a well-oiled value selling machine."

Jim Holden solves the modern sales problems of today.
Jim Holden has applied the research necessary to identify the sales and marketing problems faced by fortune 500 companies today. Not only does he identify the problems, but he carefully and entertainingly takes the reader through a real life example and solution to the problems.

This is a must read for every professional marketer and sales manager today, as well as the CEO's and CFO's. The helps every one understand and work together to solve the modern problems in this competitive environment.

"World Class Selling" is a great textbook and a great read!
"World Class Selling" is to "Power Base Selling" as HDTV is to analog TV. Jim Holden's new release brings added dimension to his proven techniques, with illustrations of where and how to use them . It will become a "must" for marketing and sales professionals, as well as management executives and technology developers. As a setting, he develops a storyline all can relate to, and at the same time, he instructs. The result is a Systems Engineering Masters Course for Business Development. Take the suggestion to visit efox and you will experience the future...with "just-in-time" learning , and on-line proficiency refreshment, using state-of-the-art access tools. ... Read more

Reviews (1)

Advertising Media Planning:A Brand Management Approach
This comprehensive book contains all the essentials that anyone charged with selling a product, or even a service, would need to know about overseeing a media plan.It's easy to understand and has great theories and usable formulas to implement an effective media plan. ... Read more

Reviews (23)

An excellent book
...

This is an excellent book for academics and practitioners alike. It cuts through the hype that has surrounded Internet-enabled business since its inception - at first by over-enthusiasm and then, after the NASDAQ crash, over-pessimism. But this book is more than just another book about how to deal with the Web - it should be read by managers in any information organisation, since it presents valuable insights into communication.

Gerry McGovern, one of the founders of Nua Internet Surveys, is known to many Internet professionals worldwide for the thoughtfulness, insight, and clarity of writing of his e-newsletter, New Thinking (now available from www.gerrymcgovern.com), and he has teamed up with a professional journalist, Rob Norton, to create this book.

The underlying philosophy of Content Critical is summarized in the opening to Chapter 3: "In business the customer is king. On the Internet, we hear that 'content is king'. But that's like saying from a business perspective that 'product is king.' It's the exact opposite of what 'customer is king' thinking is about. If the customer is king in business then the customer (reader) is king on the Internet. If the reader is king then content serves the reader...A classic fault of writing and publishing is that it puts the ego of the author or editor before the needs of the reader...If the reader doesn't read you, you don't have a business model" (p.45). Few could argue with that. Indeed, a reminder that the Web is subject to the same basic marketing principles as the rest of the world, and an encouragement to develop beyond a production orientation, is to be welcomed by any Web user, be that in the management of content or the hardware that drives it. McGovern and Norton take the basic principles of marketing and communication and apply them with clarity and insight to publishing on the Web.

This book should be read by anyone involved in Web content management, of course, but it should also be required reading for those with responsibilities including internal or external communication (and what academic or executive does not?) It has an accessible style, making the strong analysis and good practical ideas easy to understand and implement. It would be a good textbook in a course on Web content management. On behalf of all users of the Web, this reviewer hopes such courses grow and prosper!

...

Doing it right on the World Wide Web
The World Wide Web is the world's largest publishing medium, and one of the most important. It is a news source, reference tool, sales venue, meeting point, marketplace, exchange, and entertainment center. It is also an information point and service center. The Web connects millions of organizations to many kinds of clients, customers, members, and publics. The Web is one of the great tools of the information society. It is also our greatest source of information overload.

Web problems commonly develop because individuals and organizations fail to recognize that using the Web to aggregate and distribute information is publishing. Gerry McGovern and Rob Norton have written this useful book to help those who write, edit, or design Web content to publish effectively.

Effective Web publishing involves getting the right content to the right person at the right time. In this useful, well written book, McGovern and Norton explain how to do it.

Content Critical book is a how-to-do-it manual. Written in direct, clear language, the book offers systematic explanation for dozens of useful techniques and principles. It is also a primer in the theory of Web publishing. It explains why the techniques and principles work. It encourages readers to develop a useful philosophy and theory of web design.

Most web sites do not work well and many do not work at all. McGovern and Norton attribute this to the lack of common publishing standards on the Web, where the libertarian attitude toward freedom of content is mistakenly confused with failure to consider legibility, ease of use, and ease of navigation. According to McGovern and Norton, this confusion is made worse by designers who mistake the web for an extension of MTV and programmers who see the Web as a playground for new technologies.

The solution this book offers is a five-stage publishing strategy with usable checklists and serious conceptual tools for analyzing the situation, defining publishing scope, designing information architecture, building a publishing team, and designing appropriate technology.

This book is highly recommended. It belongs in every design library. It should be on the reading list of every course in Web design. Any Web designer who plans to be in business five years from now should read this book. KF

Ken Friedman. Book review. Design Research News, Volume 7, Number 1, Jan 2002 ISSN 1473-3862.

A Great Developer Guide
This is an excellent book that teaches about styles and contents. I find it very helpful for deciding how to provide quality information on my client Web sites. What can be improved about this book is a good discussion on RSS, the tool that get your site contents syndicated and distributed on the Web instantaneously. I also recommend "Free Prize Inside" and "101 Ways to Boost Your Web Traffic, 3rd Edition." These two books address the missing points in the book.

Great ideas, somewhat wordy and repetitive presentation
This book is primarily about web site design, although that may not be very obvious from the title. I wish many more web site authors and publishers would read this sort of book, though.

The overall premise is that the job of producing and running a web site has a lot in common with traditional paper publishing. Central to this idea, and the inspiration for the title, is that whatever the site, people actually visit it to read words. Not to look at pictures. Not to admire layout or coo at dynamic navigation menus. To find and read content. Everything else is at best irrelevant, at worst a distracting nuisance or even a reason to leave the site completely.

I wholeheartedly agree with this, and generally follow with the recommendations that the author makes about how to encourage and profit from this understanding: keep things simple, short, and fresh; understand your readers; make it easy to find stuff; treat editing and publishing as key business functions and so on.

What I find slightly disappointing is that the book itself doesn't entirely embody these values. The style is repetitive and often long-winded. As a well-edited web site or a conference presentation this would pack a much more powerful punch. I felt I understood the essential message quite early in the book, and finished reading it mostly out of duty.

Great resource for web designers¿
At last, content problems no longer have to break the hearts of web designers. Content Critical offers many solutions for making better web sites. Content is so often an after thought (Cut and paste) of web site design, this book clearly states why people are visiting your site (To read) and just how important quality content is. You'll find yourself quoting the easy to understand explanations of XML, search engines, content categorization, navigation design and web site design fundamentals. ... Read more

Book Description

TURN YOUR GREAT IDEA INTO A GREAT BIG FORTUNE...

We all have great ideas, and every day, ordinary people turn their simple, clever ideas into products or services that earn them millions in royalties. So what separates those who earn money exploiting their ideas from those who dont? The answer is in your hands; this book gives you all the information and all the motivation you need to turn your ideas into money without investment or financial risk.

In How to License Your Million Dollar Idea, Second Edition, Harvey Reese, a successful new product developer, consultant, and licensing agent, reveals his system for creating commercially profitable ideas and his secrets for turning them into lucrative licensing agreements. Not only will you find nuts-and-bolts information on the licensing process, youll also learn how to formulate an idea and find the motivation to grow that idea into a fortune.

Totally revised and updated, this Second Edition covers recent changes in patent law and how the Internet has impacted modern licensing. Reese includes his proven step-by-step process for formulating an idea that manufacturers are willing to pay for, researching its authenticity, obtaining patents, finding prospects, negotiating the deal, and beyond. Filled with examples of successful, well-known licensing ventures, How to License Your Million Dollar Idea, Second Edition also features an expanded appendix of sample patent forms, licensing agreements, disclosure statements, publications, contact information, and more. ... Read more

Reviews (4)

A Step by Step Guide For Turning You Ideas Into Income
Let me start by saying what this book is not. This book is not a detailed step by step guide to patenting. Nor a detailed legal guide to structuring a licensing agreement.

This book is a guide to help everyday people make money by designing and licensing nearly anything to companies looking for new or differentiated products. Mr. Reese offers up a clear and fresh perspective on the whole process from idea development to setting up meetings to contractual agreements. He covers how to patent & copyright, and guides you through when and how to contact an attorney.

Mr. Reese challenges the reader to become product developer, not an inventor. What this means is that if you can help companies make money and gain an edge on their competition, they will be more than happy to give you a percentage of the sales. There are lots of inventors that are good inventors but weak in the selling and licensing of their hard work. This book articulates what steps there are between an idea in your head and money in the bank.

This is by far the single greatest collection of practical wisdom I have found relating to everyday products and their licensing. My only complaint is that I wish I had discovered this book sooner.

mr. reese will have his cake and eat it too!
i can recommend this book...if you're a person with an idea, this book may just help you move ahead instead of allowing your lack of knowledge about how to capitalize on your idea paralyze you...easy to read, and there are some very key ideas in the book

but i was disappointed in one regard: the premise of the book is that mr. reese will tell you how you can convert your idea into money in your pocket by licensing your idea...he says you can handle the licensing process yourself.....but then he identifies his website, where he basically says 'maybe you should leave the challenging licensing process up to a pro like me' and points out that his take for acting as your licensing agent is the first $50k/ year, plus 20% after that

so on the one hand, the pitch is 'buy my book, and i'll show you everything you need to know to license', and on the other it's 'actually, you might be better off to pay me to act as your licensing agent'..........

Packed with useful, 'You can do it!' information
This is an inspirational read about something that many people dream of, but feel is simply not something they could do. If you are someone who comes up with ideas, but has done nothing but wait for someone else to cash in on them. This is a book for you. You don't have to spend thousands to make and sell your invention, you can get someone else to spend it for you! They take the big risk and you get cut of the profits. Harvey Reese takes you from idea creation to the final deal, in a positive and informative way. Here is a guy who has licensed hundreds of his own products letting you know how you can do it too!

Sane, sensible and honest
Harvey Reese gives excellent and straightforward advice on what I used to think was an awesomely complex topic. Structurally, the book is well organized, simple to follow and written in language anyone can understand. His style is intelligent and interspersed with humor, examples, and concrete information. He not only details the steps, (he loves lists) he also tells the reader what to avoid and why. And he addresses the human issues. He talks about frustration, disappointment, commitment.

Reese demystifies the legal mumbo-jumbo and makes the subject of licensing understandable to anyone. I've read hundreds of "how-tos" in the business genre, many that vastly oversimplify difficult subjects. This one tells it all - the good, the bad and the ridiculous. Ultimately, it is both believable and usable. Reese's book is an outstanding and inspiring resource for anyone with ideas. ... Read more

Amazon.com

For more than three decades, Philip Kotler has been the authority on marketing for business grad students around the world. (His seven textbooks on various aspects of the topic are available in 18 languages in 58 countries, for example, while his seminal Marketing Management is considered the most widely used volume among all MBAs.) Even with all these publications, and a consultation/seminar practice aligned with firms such as AT&T, IBM, Michelin, Shell, and Merck, Kotler never committed to paper his popular theories concerning the ways in which executives and their managers should approach their real-life marketing programs. Until, that is, Kotler on Marketing. Comprehensive yet clear, this new compendium finally synthesizes Kotler's vast experiences and proven ideas into a single accessible resource. Three meaty initial sections address a series of strategic, tactical, and administrative concerns, ranging from identifying opportunities and building brand equity to utilizing outside intelligence and evaluating performance. A brief fourth part titled "Transformational Marketing" offers Kotler's perspective on "the revolutionary impact on the marketplace and marketing practice of the new technologies ... and new media" including the Internet, fax machines, sales-automation software, cable TV, videoconferencing, and "personal newspapers." --Howard Rothman ... Read more

Reviews (28)

Kotler on Marketing
Well, As a practicing marketing manager, this book really gave the jolt needed to rediscover marketing. It has been over a decade since I had done my business school, and studied Marketing Management, and as many of my colleagues will agree after that the book has gone into the cellar or lost it with the changes in offices/ companies/ places. Anyway, this is a must read for all practicing managers, and also for all senior executives who interact with Marketing Department.

For practicing marketing managers, this book is a good refresher, and to come out of our routine work schedule, and also to discover some of the concepts of marketing. As a good start the Marketing Audit as suggested in Chapter 10, would be good start, and then try to re-implement the rest of the book like marketing with clear planning in terms of strategic marketing, tactical marketing, administrative marketing and transformational marketing.

For others, who interact with the marketing department, this is a good book for them to better understand - what is marketing?, and why marketing is different from selling. This will also clear some of the issues of the true nature of marketing etc.,

Overall, I would say that is a must book for all people who are customer facing.

Highly Recommended!
Philip Kotler draws on lectures he's given worldwide and textbook basics to craft an informative and refreshing marketing text. Highlighting the primary tools and techniques used by marketing professionals, he encourages companies to adopt a holistic approach that emphasizes customer value over product sales. Since it's cheaper to retain an existing customer than to acquire a new one, companies should use all of the resources at their disposal - including marketing - in building long-term customer relationships. Beyond the customer-value sermon, Kotler offers a systemic review of fundamental marketing concepts that we [...] heartily recommend to beginners, who quickly will find their copies of this book glowing with highlighter yellow, as well as marketing veterans, who will enjoy and learn from the book's fresh take on familiar topics.

At 50,000 Feet Its Tough to Keep Your Feet On the Ground
Kotler has the reputation as the marketing king - but I dont see it. This book was full of high level garbage and lacked any actionable insight. If you're like me you are in the real world trying to take product to market, figure out how to position (or deposition the competition), how to price effectively, etc. This book does not help with reality. If you want catchy terms and 4 bullet points to impress your friends in meetings, then this is the book for you.

For practical advise, seek another.

Boring & author has no personal business experience
Kotler may have experience as a professor but the book made it clear he does not have personal business experience. Would have been interesting if he could tell personal war stories. I'd rather read a book by one who is a success in business rather than a successful theorist.

Macro World of Marketing--Truly "How To"
Managing changing needs and desires! Kotler summarizes this field which is wide and becoming wider. In cogent, succint style, this book takes the marketing executive, student or executive who has to deal with marketers through where the field has been, where it is today and where it is heading.'

This is well done. Examples from real world are included (not much hypothetical, classroom or research stuff included) with great questions to ask yourself at the end of each chapter to probe deeper into the topic. Additional references are provided for those who wish to utitlize the concept further.

I find Kotler very easy to read and follow. The approach here presented is right on! There is a warehouse of great lines that can propel one's marketing, e.g. "If companies focus only on their costs, they will never grow to greatness. Without a top line, there will be no bottom line." or "The way to beat your competitors is to attack yourself first." "Finally, customers don't want promotion; they want two-way communication."

This is a gem of a book to mine for info or to put into practice. Likely those not familiar at all with the field will gain much from reading, while those engaged will find this work extremely practical, productive, clarifying and motivating. Not only does he point out trends and weaknesses and opportunities, but in most cases, provides real practitioners and examples, plus optional opportunities. ... Read more

Book Description

Market-proven strategies to generate competitive advantage by identifying and always taking care of your best customers

The Seven Keys to Managing Strategic Accounts provides decision makers with a proactive program for profitably managing their largest, most critical customers--their strategic accounts. Drawing on the expertise of S4 Consulting, Inc., a leading-edge provider of strategic account consulting, and Miller Heiman, a global sales training leader serving many Fortune 500companies, this how-to book shows how many of today's market leaders have learned to focus on their most profitable customers, avoiding or overcoming common errors before they become relationship-crippling disasters.

Placing its total focus on the design and implementation of cost-effective strategic account management programs, this hands on book provides:

• A world-class competency model for strategic account managers
• Techniques for developing a program to manage and grow "co-destiny" relationships
• Examples and cases from Honeywell, 3M,and other leading corporations

Reviews (3)

Make sure you have a program that really works¿
In today's marketplace key account (relationship) management is imperative. With the ever changing/increasing demands placed on these accounts it is even more important to develop a focus and a strategic game plan behind them. This book is a must read and a must have on your bookshelf. It's laid out in a friendly manner (the seven keys) and is easy to read. Whether you currently have a strategic account management program in place, are looking at implementing a new program, or are looking how to fine-tune an existing one -- the 7 Keys to Managing Strategic Accounts will help you in the process. Make sure you have a program that really works!

Great Real-World Advice
As an MBA candidate who spends far too much time reading textbooks, I found Seven Keys a welcome change in my business reading. It's readable, well-organized, full of real-world examples, and it lets me quickly know how I can ready an organization for effective strategic account management. These authors clearly have busy people in mind. I read the chapters that were of particular interest and then I read the remainder. Time well-spent.

Jay Readey

MBA Candidate, Yale University School of Management

Common-Sense Guidance Just in Time!
We just launched what we thought was a
strategic account program for our largest
customers last year, but I just learned
from this book that it's actually a key
account program in disguise.

Now we can use the authors' common-sense
guidance to focus on the customers who
truly have strategic potential, align our
entire company behind the initiative instead
of just the sales force, and set up an
account manager development program that
really works. Great job!

David S. Feldmann

Product Manager, Legal & Business Products
The Bureau of National Affairs, Inc. ... Read more

Book Description

20th Anniversary of Infomercials Marked By Tell-All Book of Industry Secrets

Whether you love them or hate them, they’ve become an integral part of our television experience. They’ve told us everything we ever wanted to know about slicing, dicing, slimming, and toning. From BluBlocker sunglasses to the Psychic Friends Network, they’ve managed to capture our interest and our dollars for the last twenty years while introducing us to innovative products and some entertaining personalities . . .

But wait, there’s more!

In Steven Dworman’s new book $12 Billion of Inside Marketing Secrets Discovered Through Direct Response Television Sales, the entrepreneurs behind this truly American phenomenon reveal the successes and failures that made direct response television what it is today.

Written in an interview format, the book presents the personal experiences of twenty-three of the industry’s leaders in their own words. "This invaluable information has never been publicly shared before, " states author Steven Dworman. "But what is truly extraordinary isthe entrepreneurs personal story of starting with nothing and building $100 million dollar and up businesses!" The passion of each of these individuals comes through clearly in the interviews, whether its for the product, the marketing process, or for free enterprise generally. The story of Jay Kordich, whose Juiceman infomercial was the culmination of a very personal 40 year mission to promote the value of juicing, is truly inspiring.

Readers looking for technical information will not be disappointed. Candid conversations reveal each insider's personal successes and failures while passing along tips and tricks of the trade. In a particularly interesting section of his interview, Tony Robbins shares his experience with a specific focus group and breaks down the lessons learned.Although the book primarily focuses on network and cable TV infomercials, Marjorie Poore’s interview outlines the more subtle methods used by public broadcasting for product tie-ins.

The book concludes with an interview with Bill Guthy and Greg Renker of industry heavy-hitter Guthy-Renker. Currently marketing the Proactiv skin care line, Principal Secret, Personal Power and Windsor Pilates, made their garage business into a $1 billion per year concern solely through direct response marketing. The interview includes their strategy for success, and offers their view of the future of direct response television. Author biography: In the burgeoning field of infomercials, Steve Dworman has emerged as the industry expert. In 1991 he began publishing "The Infomercial Marketing Report," a monthly subscription newsletter read in over 20 countries worldwide. He also published with Adweek Magazines, "Adweek’s Direct Response Television Sourcebook." Having produced and run his own direct response television campaigns, Dworman learned all aspects of the industry. He has consulted with Fortune 500 companies such as Procter & Gamble, Estee Lauder, Mattel, Avon, Apple Computer, Microsoft, and many others.

He’s been quoted by over 3,000 news sources including: Wall Street Journal, Los Angeles Times, The Economist, The New York Times, CNN, The Washington Post, The Chicago Tribune to name just a few.

He has a key eye for picking products and was responsible for many huge successes in the industry such as Total Gym, which grossed close to $1 billion in sales.

Dworman served on the Board of Directors for Positive Response Television, a public company in the direct response television industry. He also served as President and Founder of DMMO, the Digital Media Marketing Organization with members such as, Eastman Kodak, Technicolor, Warner Home Media, Sony Digital, and JVC amongst many other leading companies.

In 2001 he wrote, directed and acted in a feature film entitled, Divorce: the Musical. The film was featured on CNN, and in a front-page story in The Los Angeles Times.

He is currently consulting within the DRTV industry. ... Read more

Reviews (6)

An Gigantic Marketing Goldmine!
Honestly, I am completely startled and bafled as to why the top players in the direct response television industry so openly reveal their secrets, sales figures, and techniques responsible for their billions of dollars of success.

A smart marketer can easily take these insights and apply them to anything and everything they do-for extraordinary monitary rewards!

If you're a serious marketer, business owner, salesman, or influence maker, this book is a steal at 10 times its cost!

Jay Abraham
Abraham Marketing Group

A MUST for any entrepreneur
WOW! Even if you aren't interested in launching your business in the direction of infomercials, what is to be learned from this book about starting and growing a business, marketing and development is an abosulte BARGAIN at $49.95. Every internet entrepreneur should sit up all night reading this book.
If you have a business or a product or want to start a business or launch a product, read this book before your competition does.

A powerful book
Steve Dworman has truly captured the key elements that have made infomercials a powerful force in our contemporary landscape. Simply reading this book will teach you not only the secrets about producing a successful infomercial but about the time proven principles of marketing in general. I strongly recommend this book.

Stunningly candid and invaluable to every market planner
As direct response continues to dominate consumer sales growth, insight into this highly specialized
field becomes increasingly valuable.

As publisher of one of the industry's most influential news sources, Steve Dworman documented both the folly and the fantastic over 12 roller coaster years. Steve's renowned interviews reveal all the inside information with industry's top producers of many 100 million dollar plus promotions that is stunningly candid and invaluable to anyone either in the industry or considering taking the leap. This insight is simply not available from any other source and is a must read for every market planner in and outside the direct
response industry.

Eric L. Stilson
CEO
Stilson & Stilson Inc.

(HealthRider, BowFlex, Nordic Track, AB Trainer, AB Doer, Pilates, Gyrotonic, NatureSleep, LDS Church

Couldn't put it down
When Steve was publishing his newsletter about the infomercial business, it was must reading for everyone in the industry. This book is the natural extension of that. A real insider's look at how to make money on television. Highly recommended. ... Read more

Book Description

This paperback, two-color book draws readers into the excitement, challenges, and controversies of global marketing. Each chapter features vignettes and discussion cases featuring high-profile, real-world companies and products; examples from the trade press to illustrate key terms and issues; topical and timely boxed features; and concise summaries of the latest research findings published in scholarly journals.A five-part organization provides an introduction to global marketing, looks at the global marketing environment, discusses global strategy, explains the global marketing mix, and concludes with the efforts of managing the global market.For anyone involved in international marketing, and those seeking the kinds of strategies needed to enter the global marketplace. ... Read more

Reviews (1)

Global enrichment for marketing education
In the age of globalization it could be a great advantage to get some global skills. For this purpose this book combines the three main elements of the global business: an environmental approach (economic env. with aspects of national economics, geographical orientation, polit. and legal env.), management (strategies, competitive advantage, organization, etc.) and marketing (research, segmentation, mix, etc.)

"Global Marketing" may be useful for students or graduates, especially with some background of the above mentioned subjects, to get basic skills in global business (foreign exchange, WTO, European Union, American communication styles, music in India, Bud versus Bud, Benneton's global advertising...).

This is topical, definitely highly readable and competently written with interesting cases. ... Read more

Book Description

Two world-renowned marketing consultants and bestselling authors present the definitive rules of marketing. ... Read more

Reviews (72)

'Violate these rules at your own risk!'
A reader of this book said that 'the first law of successful marketing is to read and understand this book'. I agree with that and say that it is a must-read for everyone working in marketing.

I have been working in this field for almost 5 years and I have realised that marketing people tend to have a wide variety of their own ideas about marketing and how to do it. I know that in this field a lot of the success comes from 'the unsual' and 'the uncommon' strategies, but it also comes from certain rules that have to be respected, because a history of more than 25 years proved that they work.

This book is meant to eliminate myths and misconceptions someone might have about the marketing process. Companies spend millions of dollars on marketing thinking that they are chosing the best way to promote their products. But no matter how extraordinary those programs are, sometimes they fail and bring no benefit to the product or the service they promote. The result destroys the identity of the brands, market share decreases, and so do sales. Companies lose a lot of money.

The two authors have a lot of experience in this field and their theories are based clear examples. If marketing people would adjust their promotional programs according to these rules, companies would be much more successful.

There are 22 rules in total, applicable to every field, rules that will make you understand why things are the way they are. It will also help you analyse past experience and decide what was wrong and right and avoid doing the same mistakes in the future.

It is not an academic book . The language and style are accessible to everybody. The authors give a lot of examples from companies' life that will give you a very clear picture of what is going on the market.

Did you know that it is better for a brand to be first on the market than it is to be better? Did you know that the most powerful concept in marketing is owning a word in the prospect's mind?

I recommend this book to everyone who wants to learn more about marketing and become a professional in this field. Together with Kotler's "Marketing Management', the '22 Immutable laws ...' should be the marketing people's Bible to be read every day.
I am sure it will improve your activities and help you achieve more success.

The most easy and interesting book about marketing
In general, the book is easy to read, each law is precise and illustrate with many examples that we are familiar with. Therefore anyone who didn¡¦t studying marketing can also understand.
I learned so much from these 22 laws. For instance, it is better to be the first then it is to be better. It is because the first one always becomes generic name of that category and becomes the leading brand. As a result the prospects can easily recall you since yours product or service almost always the first brand into their mind. And that is the author say ¡§Marketing is a battle of perceptions, not products¡¨.
If anyone who wants to explore more about marketing, I highly recommend reading this book and I am sure you can gain a lot of insight from it.

A QUICK READ AND A GOOD REFERENCE
The perfect companion volume to The 22 Immutable Laws of Branding. However, I found the laws of marketing to overlap somewhat with the laws of branding. But, hey, who ever said the marketing and branding are mutually exclusive sciences? Or sciences at all, for that matter?

The 22 Immutable Laws of Marketing is an excellent refresher course to overall marketing principles in the form of bite-size sections. A quick read and a good reference.

Law 23: There Are No Immutable Laws Of Marketing
If calling any business rule-of-thumb a "law" is a recipe for disaster, claiming it is "immutable" is the proverbial fuse. In "The 22 Immutable Laws of Marketing", authors Al Ries and Jack Trout liken successful marketing to a set of "How To's" or "Tips & Tricks". Adding to the somewhat sketchy structure, the authors (wrongly) predict the demise of many organizations - now successful - that have disregarded their advice. And too often, laws are created as exceptions to those already established, exculpating the authors from any contrary opinion. This is a law, except when... or, unless you... is unacceptable.

Consider the claim that there exists "ominous signs of softness in Microsoft's strategy" for pursuing market share in major software applications categories external to the operating system. At the time of their writing, Ries and Trout point to Microsoft's failure to wrestle the spreadsheet and word processing markets from leaders Lotus and WordPerfect (an example of the Law of Line Extension). Or, consider that "USA Today is the first national newspaper, but it is unlikely to succeed". Time has indeed been cruel to the prophecies of Ries and Trout.

Criticism aside, many good ideas are presented throughout the text, however, at an average of only 6 pages per chapter, few get the recognition they deserve. The Law of Focus (read: positioning) is good advice whereby a firm should own a particular word or phrase in the mind of a customer. But, it would follow that extending a product line to include different items not captured under the firm's "buzz word" could be detrimental to either the new product or the whole firm. Yet, we see Microsoft as a modern-day example to the contrary (and, of course, Microsoft has no catchy buzz word anyway). Perhaps the authors would consider Microsoft a candidate for the Law of the Category - an example of a firm competing in a market they have solely created. At this point, however, applying immutable laws to the problem seems as difficult as correctly guessing the perfect conclusion to a "Choose Your Own Adventure" novel.

For a laugh, the keen reader will notice the four pages of praise that preface the actual content. On five occasions, different individuals make the exact same generic statement, "The 22 Immutable Laws of Marketing is the best book on marketing I've ever read". If there was a Law of Repetition, this book would nail it down (but, there isn't). Whether an amazing coincidence or publisher error, this sets the tone for the rest of the book. If you can't nail the details or correctly predict the application of your laws in practice, don't expect your readers to buy into the theory.

Although two of the greatest modern marketing minds, Ries and Trout have written a tale destined only for the lowest-common denominator. Many of their other works, most notably, "Positioning", are far more comprehensive in their attention to detail and ability to effectively persuade. Too many unfulfilled (or simply wrong) prophecies make this book an "immutable" candidate for the half-off shelf at your local bookstore.

Joshua A. Gerlick

Excellent thought-piece coffee table stuff, but some caveats
After 10 years, this still remains a classic work in the marketing field, and perhaps a must-read for anyone in business. And no, unlike many reviewers I do not believe that Ries and Trout have ever managed to redo the glory of this book in their Laws of Branding, Laws of Internet Branding etc.

Don't expect an excruciating marketing treatise with elaborate case studies and What-If scenarios. Expect instead 22 capsules of business wisdom, or "laws" of common sense marketing with some brilliant examples from the real world to prove them. In this, the book excels and is to date the briefest and best argued work I have come across.

However, given the passion with which some reviewers comment about this book I am inclined to offer a caveat -- please don't base your career around it. Although I love thin, in-your-face books such as this (great reading, great examples to bounce off) they also have a fundamental flaw: the fact that they attempt to shove "laws" on to the ever-morphing scaffold of the business of marketing that does not lend itself easily to codification, much less of an "immutable" nature.

It would be a cinch to come up with examples that go against each law in the book if you really wanted.

For instance,

(1) Law of Leadership (better to be first than to be best) can be argued against with the theory of disruptions and how first-mover advantages do not always materialize. Why is WebCrawler not more popular than Google? Because Google is (way) better.

(2) The Law of Sacrifice (that talks about focus, as do a couple of other similar if not redundant laws, including, well, the Law of Focus) would not hold much fizz in the case of many very successful conglomerates, especially in Asian countries. Imagine a company selling everything from oil to fruit juice to IT services, and still being a top brand in a country. Examples abound in China, Hong Kong, India, Japan.

(3) The Law of the Opposite that advocates the definition of your strategy by considering the leader's (also redundant with the Law of the Ladder, which essentially says the same thing) can be argued by giving umpteen examples of companies that shot from being No.2 to being No.1, some times because No.1 filed for Chapter 11. In such cases, emulating the leader could have in fact been detrimental.

Etc.

Anyway, despite redundancies across the laws, and the possiblity of counter-argument against most of them, this is a ripper of a read for the business intent that it was written for, and 10 years after its publication still as charming as it first was.

Highly recommended reading, but keep your discerning senses about you. Noteworthy: Law of Perception (also Law of the Mind), and Law of the Category. ... Read more

Book Description

For 25 years, Entrepreneur magazine has been advising people on how to start their own businesses.Now, Entrepreneur focuses that expertise on the hottest new way to start a business: on eBay!

Make Big Profits on eBay combines Entrepreneur’s expertise in all things business with new strategies for the eBay world.This book isn’t for people who want to make a little extra cash selling old knickknacks.It’s for people like you who are serious about starting their own ultra-successful businesses on eBay.

Make Big Profits on eBay:

• Teaches you how to best take advantage of eBay features like paid listings, keywords, photos, the “About Me” page and more
• Applies cutting-edge, proven strategies for marketing, customer service, money management and business operation specifically for use on eBay
• Lets you in no how PowerSellers got to the top—not just their success stories, but also their secret tips, techniques and mistakes to avoid
• Shows you hidden ways of making money on eBay without selling a thing!

The expert advice will guide you from eBay novice to PowerSeller quickly and easily so you can start your own million-dollar business.

Reviews (1)

Worth the Price Even if you are Just a Buyer
I've purchased things on e-bay but never sold anything there. So I started reading this book with a view to selling some camera and computer items that I had collecting dust. First I decided to read about buying things to see if I agreed.

Not only did I agree, but they pointed out some things that I had never thought about, like searching for things with mis-spelled words in the title that would not show up in a search. Sure enough under "moboard" rather than "motherboard" I found a dual processor motherboard with no bids that would have gone for thirty - forty bucks if they had spelled out motherboard. There were also lots of boards with the search using the misspelled "motherbord."

Sounds like these ladies know what they are talking about. I started listing some items for sale, and while the bids haven't closed yet, so far at least what they said has proved dead on accurate.

As for making e-bay into a business, their comments on how to find a continuing source of supply for what you can sell profitably makes good sense, but I'm not there yet.

Finally the last part of the book is on the gerneral rules of starting any business such as licensing, accounting, taxes, etc. These are a lot like the same rules for starting any business but are tailored slightly with e-bay in mind.

All in all, easily worth the money. ... Read more

Book Description

In this long-awaited book from the world's premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company's business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, co-brands, and brand extensions.

Aaker offers readers step-by-step advice on what to do when confronting scenarios such as the following:

• Brands are underleveraged

• The business strategy is at risk because of inadequate brand platforms

• The business faces a relevance threat caused by emerging subcategories

• The firm's brands are tired and bland

• Strategy is paralyzed by a lack of priority among the brands

• Brands are cluttered and confusing to both customers and employees

• The firm needs to move into the super-premium or value arenas to create margin or sales volume

• Margin pressures require points of differentiation

Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm's profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders. ... Read more

Reviews (4)

Manage your brand portfolio better
David A. Aaker's new book is another great piece on branding from the distinguished author of several classics within brand strategy. The book provides in-depth knowledge about portfolio management and inspires readers to reach further in their own corporations. Guidelines and best practices in one single place. Aaker's book is a must for all brand marketeers.

David Aaker is brilliant
After reading about this book in Investor's Business Daily, The New York Times, and the Financial Times, I just had to see what everybody was raving about. I've concluded that David Aaker is a genuis.

Not As Good As Aaker's Previous (or First) books on Branding
The book is overly filled with newly-invented jargons such as Brand Differentiator, Brand Relevance, Range Brand, Sub-brand with Brand Differentiator, which can make readers overwhelmed with decoding the content.

A responsible writer on Branding should help readers simplify the complex and make it easy for them to know the true picture of branding.

This book is not entirely new. About 20% of the content(I would say more than the author admitted in the Preface) is based on Aaker's old books like Brand Equity, Building Brand Identity, and Brand Leadership. Examples are predictable and have been used before in his old books, mostly including Intel, Marriott, and the like. The cases drawn for this book can be very biased since Intel, Sony, Microsoft, Dove and so forth are world-class,big budget brands. Of course they have the know-how and abundant resources to build successful brands. Aaker should quote some medium or low budget brand cases that turn themselves into successful brands.

As a Vice-Chairman of Prophet, a brand consultancy, readers may worry about Aaker's (not just a Brand/Marketing Professor from Berkeley now!) objectivity in examples selections as well.

Besides, the Clients that Prophet serve are mostly not the world-class brands(except just one or two, like Adidas). This may reduce the credibility of Aaker as a branding expert in the first place since he wrote about the world-class brands, not really building the world-class brands himself or with his colleagues.

There is a tendency for authors to rush out new books these days. In fact, quality does count. For authors who have been preaching the importance of good quality in the branding process, they should walk the talk themselves!

Aaker's Greatest Achievement Thus Far
Aaker has earned and deserves his renown as an expert on branding. Perhaps you have read one or more of his previous books: Managing Brand Equity (1991), Building Strong Brands (1995), Developing Business Strategies (1998), Brand Leadership (with Eric Joachimsthaler, 2000), and Strategic Market Management (2001). In my opinion Brand Portfolio Strategy is Aaaker's most important work thus far. One of the most popular recent buzz words is "portfolio" which, insofar as strategy is concerned, is best understood in terms of diversity which creates or allows for options and opportunities otherwise unavailable. According to Aaker, the brand portfolio strategy "provides the structure and discipline needed to have successful business strategy. A brand portfolio strategy which is confused and incoherent can handicap and sometimes doom a business strategy. One that fosters organizational and market strategies, creates relevant. differentiated and energized brand assets, and leverage es those brand assets, on the other hand, will. support and enable business strategy." The brand portfolio strategy which Aaker advocates, therefore, creates relevance, differentiation, energy, leverage, and clarity.

There is a diagram inside the front and back covers of this book which illustrates precisely what such a strategy involves, and, what the various relationships are between and among its various components. (As I read this book, I found it helpful to refer back to the diagram occasionally as I would to a map throughout a journey. The same diagram also appears on page 17.) I appreciate the fact that Aaker illustrates each of his core concepts by examining various corporations' successes and failures with a brand portfolio strategy, notably Intel, Disney, Microsoft, Citigroup, SONY, Dove, GE Appliances, Dell, and Unilever.

After having read the previous sentence, decision-makers in small-to-midsize companies may conclude that the brand portfolio strategy offers little (if any) value to them. That would be a mistake and I apologize if I inadvertently encourage anyone to reach that conclusion. Aaker's quotation of a remark by Frank Lloyd Wright seems (to me) relevant both to the brand portfolio and to almost every organization, regardless of size of nature: "Always design [or redesign] a thing by considering it in its next larger context -- a chair in a room, a room in a house, a house in an environment, and environment in a city plan." That is as true for a family-owned automotive repair shop as it is for General Motors.

One of this book's several value-added benefits consists of dozens of quotations such as Wright's which provide Aaker's narrative with tasty seasoning while helping him to clarify his key points. Here are some other quotations which I especially appreciate:

"Beware of all enterprises which require new clothes." Henry David Thoreau

"Plans are nothing, planning is everything." Dwight Eisenhower

(Eisenhower's observation reminded me of a Hebrew aphorism: "Man plans and then God howls with laughter.")

"The best way to predict the future is to invent it." Alan Kay

"You do not merely want to be considered just the best of the best. You want to be considered the only one who does what you do." Jerry Garcia

Whatever their size and nature may be, all organizations really do need to position themselves so as to be perceived in the marketplace as having relevance, differentiation, energy, leverage, and clarity. In this brilliant book, Aaker explains HOW to accomplish that. Those who share my high regard for this book are urged to check out Harvard Business Review on Brand Management, Kaplan and Norton's The Strategy-Focused Organization, Godin's The Purple Cow, Finzel's Change Is Like a Slinky. ... Read more

Book Description

A good fundraising plan can make a vital difference in the quality of a nonprofit organization's programs and services. It can be the map by which the organization charts and secures its future. This step-by-step guide is designed to help you and your organization construct an operational fundraising plan that is appropriate to your specific funding needs. From meeting deadlines and scheduling special events to creating an overall plan for fundraising activities, The Fundraising Planner ensures that all activities fit together as a whole and support each and every program.

The model presented in this workbook is flexible and suited to multiple purposes. Use The Fundraising Planner and learn how to:

• Create an effective overview plan
• Formulate a calAndar of events, mailings, and strategies to attract contributions
• Draw fundraising ideas from financial data
• Strengthen your donor and prospect lists
• - Survey your board to refine its mission
• Produce a basic funding proposal and press kit
• Prepare clear status reports for the board, development staff, and key fundraising participants
• Track progress towards your funding goal

• Understanding the Big Picture
• Deciding Plan Inputs
• Putting the Plan Together
• Monitoring the Plan

... Read more

Reviews (2)

Good Intro Book
This is a pretty solid introductory book to fundraising, donor management, proposals, etc. If you are new to the business I would definitely recommend it, though more experienced people might not find it quite as helpful. (though there are still a some good nuggets of information)

A "real" working model
Terry & Doug Schaff have provided a virtual road map in The Fundraising Planner. The information is presented in a clear and well thought out manner presenting information that can be seamlessly inserted into your current programs. The planner illustrates how to develop, plan and implement the strategies necessary to conduct successful and accountable fundraising activities.

This book truly has something for everyone. From the neophyte to the seasoned professional, the Schaffs have provided a tool that will take your plans to the next level. The planner truly is a step-by-step guide that does not insult the reader with coddling phrases and usless data. Each chapter delves ever deeper into the raison d'etre for each mechanism used to move the fundraising process.

As a Development Director I found many applications within the planner that I can utilize to complement my planning activities. The real world applications provided after each step are valuable exercises as you facilitate your yearly planning process. The information presented is very timely, relevant and useful.

Well Done! ... Read more

Reviews (13)

A Super How-To Book on Strategic Selling!
Most companies are under incredible pressure to join the herd, and "your product is a commodity" is a mantra on the lips of many of our customers. Beyond Selling Value delivers the tools and processes that your company needs to set it apart from the crowd. Chock-full of stories that illustrate each key concept, this book lays out a step-by-step roadmap that will help you win customers for all the right reasons.

Unlike many similar books, Beyond Selling Value has a nice balance of material - conceptual explanations, stories, and clearly-written how-to instructions. You will find this book both readable and useful, if you are in sales (or run a business, as I do).

This is just a super book - as I read it, I found myself saying "I can't wait to do this!" Not only are the concepts and processes laid out elegantly, but the highly relevant stories do a great job of supporting the key points. I will definitely be sending copies of this book to my clients!

As sales has gotten more and more competitive in my industry, I have found it incredibly useful to use Dan and Mark's process to sell my company's services. Simply put, there is amazing correlation between sales people using these processes and their success in the marketplace. This book has definitely helped put more money on the bottom line for my company!

Great Process and A Great Book!!
I love the IMPAX process! I was first introduced to it a year ago. Since then I have used it to make over a dozen sales presentations, with fantastic results.

I was excited when I heard that Shonka and Kosch were writing a book as I was looking forward to a refresher and a chance to get a deeper understanding of the IMPAX process.

The book exceeded my expectations. There were new stories, additional insights into the philosophy and practice of the IMPAX sales process. A plus were the examples and checklists designed to kick start the readers thinking. I found it an easy read, the chapters are short, focused and kept my attention.

Beyond Selling Value has all the details stories and logical flow that will make it easy for someone new to the IMPAX process to very quickly begin using it to improve their sales. It also makes a great refresher for people who have seen IMPAX before. I thoroughly recommend it.

The critical question author Shonka choose not to answer
I would give Beyond Selling Value five stars if there were not a *tiny* problem:

In an e-mail to author Mark Shonka I wondered what can one say if the client tells in the research meeting to one of the questions "That's none of your business!"

The research questions are more those a hired management consultant is allowed to ask and not somebody who is just needed to sell some products. How is one supposed to deal with this kind of objection/resistance? What should one say in response?

The response by Shonka was -- silence. Otherwise, of course, it's a great book.

Excellent for Sales and other Professionals
This is an excellent and clearly written book intended for the Sales Professional. The authors purposely reiterated certain key concepts that for me was a detractor, but for some one new to the subject they are talking about may not be.

Taking the authors process in components, there is nothing truly new here. What is new is the process they propose? The tieing together of the different elements to develop critical information to determine a business fit between the customer and your organization and presenting that to the key decision maker. Again, nothing technically new, but well presented in a well designed process of gathering data to prepare for research interviews with people in the customer's organization to gain the necessary coaches and insight to prepare a presentation to the decision maker.

Though this process is designed for the sales professional, it is useful for others. How many managers, engineers, accountants, etc, need to propose business solutions, initiatives, or other major projects to senior managers? Many I would suppose. This is an excellent process (with minor adjustments for internal use) for you too. Basically how to present a project top gain the attention and support of a decision maker.

I can not make a personal testamonial to any success using this process at this time, but am planning to.

Beyond Selling Value
I have read a lot of sales books and have attended more than my share of sales training seminars. Seldom have I seen content that is clearly written by sales people, for sales people. The anecdotal information brings to life behaviors that are "how to" steps rather than "one should always" general recommendations... real examples rather that philosophies about what should work. This tactical approach sets Beyond Selling Value apart and answers a lot of tough questions where others have failed to go. ... Read more

Book Description

"Jeff Thull’s Prime process plays a key role in helping companies and their customers cross the chasm. It has built into its core the high-integrity communications and depth of commitment necessary to ensure customers succeed with game-changing initiatives."
–Geoffrey A. Moore, author of Crossing the Chasm and Living on the Fault Line

"There’s a powerful message in this book for senior executives: If your margins are eroding and your organization is trapped in the conventional sales paradigm, Mastering the Complex Sale has the road map and Jeff Thull is an excellent guide.He has captured the essence of selling in today’s turbulent times. A must-read for your entire organization."
–Mario Concha, President, Georgia-Pacific Resins, Inc.

"The Prime Process cuts across all trading entities, multiple cultures, geographic borders, and functional disciplines. Mastering the Complex Sale is a clear approach to successfully bringing together the multiple perspectives of sophisticated sales processes. It is required reading for any complex business, whether local or global."
–Gerhard D. Meese, Executive Vice President, Dover Technologies International, Inc.

"Mastering the Complex Sale is a masterpiece! It’s street smart and research backed and full of real-life practical advice on how to move all the chess pieces in the complex sales game. You’ll walk away with not only the ‘what’ and the ‘how’ of the complex sale, but also discover how to build the mental stamina it takes to compete at the top."
–Donato Tramuto, President and CEO, Protocare Sciences

"Mastering the Complex Sale lays out the most significant business and sales strategy to come along in years. It is clearly leading-edge thinking. As a technology innovator, we see it as a must. Read it and win!"
–Tim Klein, CEO, ATTO Technology, Inc.

"Jeff Thull’s leading-edge thinking has contributed to a change in our fundamental approach to sales and marketing and has had a significant impact on our bottom line. Mastering the Complex Sale and the Prime Process is a prescription for global success!"
–Dr. Richard M. Brooks, Vice President–Worldwide Marketing,
Waters Corporation

"Thull’s clear and distinctive advice provides the reader with a real-world road map for maximizing results in high-stakes sales. Diagnostic Business Development takes today’s consultative salesperson’s game to the next level. This book is mandatory for those looking to gain a true competitive advantage and distinguish themselves from the competition."
–Donny Holender, Vice President–Sales, Universal Computer Systems, Inc. ... Read more

Reviews (17)

How to Achieve Superior Results in Sales and Profits
Complex sales are those which involve a lengthy process of cultivation and solicitation, a "circle of influence" within which the purchase or pass decision is made, a product or service whose functions/features/benefits/ etc. require technical verification, and a substantial purchase price. In this volume, Thull focuses on the process by which to "compete and win when the stakes are high." To understand how to master the complex sale, one must first understand how and why the role of the salesperson changed throughout the last half of the 20th century. Thull respectfully but clinically explains the inadequacies today of sales strategies, processes, and skills which were effective from the early-1950s until about the early-mid 90s. How well I recall the advice I received from various sales managers when I earned my way through college by selling automobiles and smaller trucks in the Chicago area during summer vacations. Never take "no" for an answer, for example. "Selling begins when the prospect says 'no.'" Another chestnut was flattery: "You look great behind the wheel! This car was built for you!" Times change, of course. One paradigm inevitably gives way to another. I agree with Thull that, today, "It's not about selling -- it's about managing [a prospect's] quality decisions." Actually, I view that approach as the purest form of selling: to serve as advisor, concierge, consigliere, consultant, etc. when collaborating with a pre-qualified prospect to make the most appropriate purchase decision.

Thull carefully organizes his material within ten chapters which range from the first, "The World in Which We Sell" (almost worth the price of the book all by itself) to the last, "A Complex Sales Future," in which Thull agrees with Jack Welch that we must either control our destiny or someone else will. Given what I now do to earn a living, Chapter 6 ("Designing the Complex Solution") was of special interest to me. In it, Thull suggests that "Prime professionals approach [Thull's] solution design phase of the complex sale as an exploratory process. The aim is to equip the customer to make the best, most effective choice among the solutions competing in the marketplace." By taking precisely the same approach, the IBM sales force was able to recapture most of the customers it had lost while improving its chances when cultivating and then soliciting prospective new customers.

As Thull explains, the process built during the Diagnosis, a precise agreement on what a customer is experiencing in the absence of the needed solution and it's financial impact, with a collaborative discussion that determines precisely what a customer's desired outcomes are. "The easiest way to begin to define the parameters is to ask customers how they expect their situation to look after the problem is solved." For me, Thull then makes an especially important point when alerting his reader to the "trap" of unpaid consulting which begins "when we cross the line between defining parameters of a solution and creation of the design of the solution itself." Please consult the book for Thull's complete explanation of each phase of The Prime Process.

Given the importance of winning in sales, especially "when the stakes are high," it would obviously be a mistake to assume that Thull (or anyone else) has all the right answers or is even addressing all of the right questions. My strong recommendation is that each reader rigorously evaluate available sources of relevant information and counsel (including this book), using the same process Thull proposes: Discover what those sources are, Diagnose their relative advantages and disadvantages, Design (or Re-Design) a sales program which is most appropriate to one's specific needs and objectives, and then finally, Deliver satisfactory results through effective implementation of that program.

It would also be a mistake to assume that the relevance of the strategies and tactics which Thull endorses is limited, literally, to the buying or selling of a product or service. Many complex "sales" can also involve effective persuasion to obtain funds from financial sources, for example, or to convince the best-qualified CEO candidate to accept the position offered. If used effectively in situations such as these, the same strategies and tactics can also be invaluable.

In today's increasingly more competitive marketplace, Thull observes, "There is no Magic! -- Spectacular success is always preceded by unspectacular preparation" as well as by a better system, sharper skills, and "above all" discipline. The Prime Process is not for every organization, nor does Thull make such a claim. Carefully consider what it involves and, especially, what it requires.

I presume to add a final observation of my own, that there is both "good news" and "bad news." First the bad news: Very few organizations have as yet mastered the complex sale process. Now the good news: Very few organizations have as yet mastered the complex sale process.