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If IT companies seek to differentiate themselves from the competition,
they must turn to consultative selling. Consultative selling is analyzing the
needs and challenges of your customers and selling unique services that
enable your customers to reduce costs, increase prots, and improve
overall business performance. The Art of Consultative Selling in IT
provides a practical framework for becoming a successful consultative
seller and shows how to use the blue ocean strategy to identify opportuni-
ties in areas where there is no competition.
The rst section discusses the advantages of consultative selling and
explores the concepts of blue oceans. In blue oceans, demand is created
rather than fought over. Competition is irrelevant because the rules of the
game are waiting to be established. The author explains how you can use
consultative selling techniques to create your own blue oceans of
unknown market space, where opportunities for growth are both rapid
In the second section, the author denes the consultative selling frame-
work (CSF). This framework is based on proven processes, best prac-
tices, and real-time case studies to make consultative selling a reality. It
provides clear guidelines for understanding your customer’s current
landscape and challenges, owning its priorities, and helping it to achieve
its short-term and long-term goals. The author explains how to use CSF
to generate innovative ideas and present them to your customer through
prot improvement or efciency improvement proposals.
The book concludes with examples of several innovative business
improvement ideas that you can present to your customers, including
Agile project management, master data management (MDM), application
portfolio rationalization, and business process management (BPM). The
author discusses the benets of each methodology and lists the trigger
points to think about when deciding whether the methodology can add
value to a particular customer.
Business & Management
The Art of Consultative Selling in IT
TAKING BLUE OCEAN STRATEGY A STEP AHEAD
Taking Blue Ocean
Strategy a Step Ahead
T H E A R T O F C O N S U L T A T I V E S E L L I N G I N I T
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