Selling for the Long Run: Build Lasting Customer Relationships for Breakthrough Results

CREATERELATIONSHIPSTHATLEADTOREPEATSALES—FORTHELONGRUN!"SellingfortheLongRunstandsheadandshouldersabovetherun-of-the-millsalesbooks.Ifyou'reinthebusinessofsellingcomplexproductsorsolutions,it'sablueprintforbusinesssuccess.Don'tjustreadthisbook—useitsprinciplesandstrategieseveryday,anditwillfundamentallyimprovetheresultsyouachieve."—DonalDaly,CEO,TheTASGroup"Thisbookprovidesafresh,unique,andcontemporaryperspectiveonthewelldocumentedsubjectofsellinginacomplexbusiness-to-businessworld.WendyReedgivesthereaderacontemporaryroadmapforthemodern-day,buyer-centricsalesphilosophy.Readitandlearnanapproachthatmostcertainlyenablessalessuccess."—RichardE.Eldh,Co-President,SiriusDecisions,Inc."Thefactthatbuyingbehaviorhaschangeddramaticallyiscleartoallsalesprofessionals;howtochangethewayyousellinresponseisnot.SellingfortheLongRunoffersnewinsightsintohowtodevelopandenrichrelationshipswithclientstonotonlyclosemorebusinessthisyearbutbecomethepartnerofchoicegoingforwardaswell."—JimDickie,ManagingPartner,CSOInsights"SellingfortheLongRunprovidesaneasy-to-followroadmaptothekindofcustomercollaborationthatcandramaticallychangetherelationshipbetweenbuyerandsellerandleadtodeeper,moresuccessful,andenduringpartnerships."—JohnGolden,CEO,Huthwaite"Untilmoreuniversitiesofferdegreeprogramsinsaleseffectiveness,thisbookisrequiredreadingforanyonecarryingaquota."—PeterOstrow,ResearchDirector,AberdeenGroup,aHarte-HanksCo.AREYOUINAGOODRELATIONSHIP?SellingfortheLongRunprovidesthekeyprinciplesforacquiringandmaintainingsatisfied,repeat-buyingcustomers.Howisthisachieved?Oneword:relationships.Atfirstglance,theanswerseemssimple—butisanyrelationshipsimple?WendyReed,CEOoftheglobalsalestrainingfirmInfoMentis,helpsyoumakethetransformationfromanaveragesalespersonwhosimplypresentsproductstoagreatsalespersonwhoservesasacollaborativepartnerwiththecustomer.It'sthebestsalesapproachforgoodeconomictimes,andit'stheonlyonethatworkswhentimesaretough.Whenthebuyerperceivesyouasanadvocateforhisorherneeds,trustiscreated—andgreatthingsfollow.Outliningastrategicplanforbuildingcustomerfocusandcollaborationintoeverystageofthesalescycle,Reedprovidesaninsider'sperspectivetohelpyou:Viewthesalesprocessfromthecustomer'spointofviewAlignyourofferingwiththebuyer'sneedsPerformproperduediligencebeforecreatingyourstrategyGainclearervisionintorevenuepipelinesandforecastsDeliveronallpromisesmade—bothexplicitandimplicitSellingfortheLongRunisablueprintforreenvisioningandretoolingyoursalescycletoseizethecompetitiveadvantage—andkeepit.Likeanycustomerinanyindustry,yourprospectivebuyer'snumber-oneconcernisvalue—bottomline.Intheend,heorshewantstomakeapurchasefromatrustworthypartner—whichiswhyyouhavetostoplookingforthatonemagical"salestechnique"andstartbuildingthekindofrelationshipsthatgenerateresults.TakeyourfirststepwithSellingfortheLongRun.