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Foreword Dave Stein
Part I FOUNDATIONS OF THE COLLABORATIVE SALE
1 “The Story” and What's behind The Collaborative Sale
The Collaborative Sale
What Is Sales Collaboration?
2 Solution Selling Meets the New Buyer
The Emergence of the New Buyer—Buyer 2.0
The Effect of Information Access on Buyer 2.0 Behavior
The Millennials Are Coming
The Effect of Economic Uncertainty on Buyer 2.0 Behavior
Buyer 2.0 versus Buyer 1.0
Adapting to the Buyer 2.0 Paradigm
The Relevancy of Solution Selling and the Evolution of the Collaborative Sale
The Story (Continued)
3 What the New Buyers Expect: Situational Fluency
Components of Situational Fluency
Hiring for Situational Fluency
Developing Situational Fluency
Technology's Role in Situational Fluency
Part II THREE PERSONAE OF THE COLLABORATIVE SALE
4 The Micro-Marketer Persona
Why Be a Micro-Marketer?
Micro-Marketers Demonstrate Situational Fluency—With Constraint
Micro-Marketers Create Their Own Personal Brand
Planning and Executing a Micro-Marketer Strategy
Enabling the Micro-Marketer Persona
5 The Visualizer Persona
What Is a Visualizer?
Buyer States and Strength of Vision
Embracing the Visualizer Persona
6 The Value Driver Persona
Focusing on Value
What Is the Value Driver Persona?
Using a Collaboration Plan—A Buyer Alignment and Risk Mitigation Strategy
The Myth of Control
Create an Online Collaboration ...