Based in Sydney, Australia, the selling business is a blog by Tony hackett and His posts explore modern strategic selling research, methods and practices.

From my Sales Literature Review, Value is Scarce(ly mentioned) Jessica Ruscello Jessica Ruscello

Do buyers use sales methodologies to hone their craft? I have often wondered this point and it drove me to this investigation.

I have researched 20 leading books and sales methodologies from 1985 forward and an index search shows an average of 3% of pages mentioning “value”.

That same 3% talk of its importance and not much more. The reason - I believe - that the books, methods and their deployment are largely about sales governance. A sterile way to consider whether sales people’s actions are being effected and counted.

I even unearthed a piece of research from 1975 that discussed the challenges to sales people and their managers — also about governance.

What Value a Sales Methodology?

Many people talk and write about “provocative selling” and it prompted me to look for success measures so I investigated a well-known sales methodology from the B2B world and a sample of their marquee customers (as determined by their endorsements on the company web site). My findings are summarised in the chart below:

  • Red line: methodology owner.
  • All other lines, companies that publicly announce their use of the methodology.

Business versus Strategic Assets

There is a fast-track to determining your business value and where you and your capability might sit in the buyers mind and that is to assess whether you are part of a business asset or strategic asset for your prospect as defined here:

  • Business Assets solve a functional need eg CRM and sales methodology. Any company can access these assets but they are business necessities and largely commodities.
  • Strategic Assets help deliver customer service, are difficult for a competitor to replicate and increases customer satisfaction.

You work out how to be a strategic asset and supplier of same and you are embedded for the long hall…with or without a sales methodology.

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