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Foreword   Why We Lose Deals The customer experience is the next competitive battleground. Jerry Gregoire, Dell Computers ...
THE MATH JUST DOESN   T ADD UP  One of my first jobs out of college was as a sales representative selling high-end enginee...
competitors. I had followed the    proven    NFAR Sales System just as the experts had told me    so why weren   t people ...
and I wasn   t even sure I was buying what I was selling  And as before, my clients would nod in agreement, smile, thank m...
similar great products. Nor is it just about having a strong company brand, that toohas become just a    Ticket to the Gam...
This book is for the senior executive who is looking for a cost-effective, proven method for driving B2B revenue growth. I...
Chapter 1   You are Probably Working Too Hard  The essence of strategy is choosing what NOT to do. Michael Porter1
A MILLION WAYS TO SPEND MONEY  ONLY 3 WAYS TO GET MONEY Everybody wants to grow their business. Shareholders demand growth...
Then hand that target to your head of sales and say    Go make your number     Your head of sales in turn hand divides tha...
THE GROWTH EQUATION So growth is a pretty simple equation     And in practice, growth looks like this
TWO GROWTH TRAPS MOST COMPANIES FALL INTO Business leaders inherently understand the growth equation, yet they cannot seem...
You see, every company and every market     including yours     progresses through a natural life cycle. Successful compan...
As anyone in sales knows, acquiring new buyers     starting new relationships     is difficult and expensive, especially i...
So what about you  Stalled growth  Are you working too hard  Is your company on this list  If so, you are likely competing...
SPECIALTY TRADE CONTRACTORS FOOD MANUFACTURERS TEXTILE MANUFACTURERS LUMBER   WOOD MANUFACTURERS FURNITURE MANUFACTURERS P...
So where do you spend your time and resources  If you are like most companies you   ve got it backwards   Your budgets and...
Buyer retention and expansion can drive improved acquisition through word of mouth   referrals  numerous studies have show...
Back then, Barrett had  16 million in annual sales. Their goal was to grow another  4.0 million to  20 million  a very agg...
When we began working with Barrett, they had an 85  retention rate, meaning that 15  of their clients didn   t buy from th...
Moreover, we asked them    What if Barrett   s sales teams could actually sell the originally-required  6.1 million     Wh...
The result was that by practicing the techniques and method described in this book, Barrett Distribution exceeded even tho...
GROWTH TRAP  2   Even those who place an emphasis on retention too often stop at a    Fine    retention rate rather than p...
All too often business leaders settle for a    Fine    retention rate and move on to other priorities. A recent Aberdeen r...
If you have an 80  retention rate, by definition that means you lose 20  of your customers annually. If the company loses ...
Going from 90  to 95  retention earns the company an additional ten-years average tenure  10 years to 20 years  . And by g...
of those customers have also purchased additional products and services  upselling   cross-selling   What are the odds tha...
into any company today and show them how to grow their business simply by plugging the leak in their client base and that ...
IN SUMMARY    There are millions of ways for a company to spend money, but only three ways to get it  acquire a new custom...
Chapter 2   What is Sales Equity  All lasting business is built on friendship. Alfred A. Montapert11
SO JUST WHAT IS SALES EQUITY  To borrow a phrase from the financial industry,    equity     the value you receive  is simp...
So let   s start by breaking down a buyer   s perception of the pie into three integrated sources of value, or    equities...
If your buyer only perceives the product equity  e.g., focusing solely on the product   service features  then you have li...
Let   s explore this growth opportunity, starting with product equity.  PRODUCT EQUITY  Every company is constantly trying...
Of course the farmer as the seller would love to convince you that his bushel of corn is much better than all the other bu...
It can be very expensive to maintain a differentiated product To start with, it is very hard to pick a differentiation tha...
BRAND EQUITY  But wait you say - can   t I    wrap    my fine product in a differentiated brand and get buyers to perceive...
Companies spend billions of dollars to build their brand equity and add to the perceived value of their product. Brand equ...
about the over-the-counter pain reliever in your medicine cabinet right now. Did you buy Tylenol or the store brand  They ...
buy name-brand headache remedies than low-income households, And while its not surprising that low-income people tend to b...
It   s a bit of a trick question     all four are highly regarded brands in the professional services industry. Since all ...
Or banking   The list goes on and on. All of these companies are well regarded and some of the most admired brands in thei...
SALES EQUITY So if product equity and brand equity are minimum requirements in B2B     what can you do to create exception...
profitable growth relying on product equity or brand equity alone    the world is just too competitive. So where does that...
As consumers, we are constantly bombarded with commercials to    name your price    or    save 15  in 15 minutes    just b...
Meet Joe I received an email from one of my clients, Bill, who is the Regional Manager for a Fortune 500 commercial insura...
your company higher insurance premiums than your competitors  emphasis added  to cover our properties. We have a great wor...
This CFO   s relationship with Joe is clearly important. So important that he was not only willing to pay more but also wi...
Now, opportunities to create sales equity vary depending on the industry and or the sales situation. Even in B2C relations...
For Business to Business  B2B , think sales equity. In the B2B arena, customers don   t line up to buy stuff. If they did,...
IN SUMMARY    A buyer   s perception of value can be broken down into three elements  product equity, brand equity, and sa...