キラー商品が売れない理由 Why Killer Products Don't Sell : How to Run Your Company to a New Set of Rules

キラー商品が売れない理由<br>Why Killer Products Don't Sell : How to Run Your Company to a New Set of Rules

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キラー商品が売れない理由
Why Killer Products Don't Sell : How to Run Your Company to a New Set of Rules

Gotts, Ian/ Rowsell, Dominic

ウェブストア価格 ¥4,329（本体¥3,936）
John Wiley & Sons Inc（2009/01発売）
外貨定価 UK£ 14.99
ポイント 39pt

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製本 Hardcover:ハードカバー版／ページ数 170 p.
言語 ENG
商品コード 9781906465261
DDC分類 658.81

基本説明

Explores 'Buying Cultures' and expertly illustrates just how to truly understand your market and get that sale.

Full Description

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.

Foreword. Introduction. Why we wrote this book. A bar in Rotterdam. Who should read this book. How to read use this book. PART 1: SOME KILLER PRODUCTS REALLY DON'T SELL. So many products, so few sales. Heroic failures. So firstly, what is a failure? PART 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. PART 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? PART 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. PART5: THE MAGIC OF A VALUE CREATED COMPANY. The Perfect Storm. The case for change. Management. R&D. Marketing. Sales. Delivery. Support. Safety notes. PART 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. PART 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.