Selling in a New Market Space: Getting Customers to Buy Your Innovative and Disruptive Products…

Hardcover | December 9, 2009

byBrian Burns, Tom Snyder

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Your new product has changed the rulesof the market. Now, you have to changethe rules for selling it . . .

Providing a truly innovative product or serviceis the difference between life and deathfor companies today. But once you’ve producedit, you have to answer the next bigquestion: How do I sell this unique offeringto customers who don’t even know they havea need for it?

Brian C. Burns and Tom U. Snyder compared27 highly successful emerging-growth andstart-up corporations with 78 less successfulcompanies in similar fields. The difference,they learned, lies neither with the productnor with marketing but with the sales strategy.In short, the losers relied on conventionalsales methods; the winners deployed a uniquesales strategy that focused on how organizationsmake decisions.

Selling in a New Market Space helps youdevelop a sales strategy to approach potentialbuyers the right way—the first time around—using what the authors call the “MaverickMethod.” This game-changing guide explains:

  • What Maverick sellers do differently andwhy they hold the key to your success
  • Where to find salespeople with the skillsfor selling to a new market
  • How to create early market segmentsand marginalize competitors
  • When to transition them away fromMaverick selling

    Don’t be a victim of your own success. Whatgood is the product you put all that moneyinto if you can’t sell it?

    If you want to get the most out of your innovativeoffering, you need to create a new classof salesperson. With Selling in a New MarketSpace, you have the tool for driving your newproduct to the limits of its potential.

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From the Publisher

Your new product has changed the rulesof the market. Now, you have to changethe rules for selling it . . .Providing a truly innovative product or serviceis the difference between life and deathfor companies today. But once you’ve producedit, you have to answer the next bigquestion: How do I sell this unique offeringto customers who don...

From the Jacket

Create new markets and maximum potentialfor your innovative offering using thefield-proven Maverick Method!Developing an innovative product that breaks all the rules of the market is the first step tosuccess in today’s economy. Now, how do you get organizations to purchase it?Selling in aNew Market Space reveals the sales secrets of th...

Brian C. Burns has held key leadership, management, and sales roles at nine venture capital– backed companies, resulting in three IPOs and six acquisitions. Burns founded The Maverick Organization, a consulting firm that helps companies develop effective sales strategies, sales practices, and sales teams. Tom U. Sn...

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Format:HardcoverDimensions:256 pages, 9.4 × 6.3 × 0.76 inPublished:December 9, 2009Publisher:McGraw-Hill EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0071636102

ISBN - 13:9780071636100

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Extra Content

Table of Contents

Chapter One: Sales as a Profession

Chapter Two: The Maverick Organization

Chapter Three: The Maverick Marketplace

Chapter Four: The Maverick Seller

Chapter Five: The Maverick Process

Chapter Six: Maverick Strategies

Chapter Seven: The Maverick Matrix

Chapter Eight: Creating the Maverick Value Proposition(s)

Chapter Nine: How Innovative Marketing Effects Maverick Selling

Chapter Ten: Rewards and Incentives For The Maverick Seller

Chapter Eleven: When The Mavericks Need to Move On