CHAPTER 8

High-Value Target Account Selection

Your first Value-Added Selling strategy answers this question: “Am I chasing the right business?”

One of the great challenges in sales training is helping salespeople who chase the wrong business. Many attend seminars because they have a marketing problem, not a sales problem. They are pursuing business in segments where they are noncompetitive. Their companies have one value proposition and attempt to apply it broadly across their customer base, and salespeople take the fall for it. You cannot pursue every customer with the same message; that is seller-focused thinking.

Other salespeople suffer from the Mount Everest effect—they chase the business because it’s there. No one has taught them that ...

Get Value-Added Selling, Fourth Edition: How to Sell More Profitably, Confidently, and Professionally by Competing on Value—Not Price, 4th Edition now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.