The Challenger Sale

Differentiated Value Value, and more importantly differentiated value, is at the core of great sales and marketing. Yet, of all the concepts in marketing and sales, value is probably the least understood. More than anything else you might learn in this book, if you learn that a great sales pitch should be oriented around your differentiated value,

Notice the partnership approach. Notice the shift in emphasis from what I have in my bag (or can get from my factory) to what the customer needs. My job now is not to sell my products. It's to help the customer achieve his/her goals.

To sell well is to convince someone else to part with resources—not to deprive that person, but to leave him better off in the end.

How to Become a Rainmaker,3 and I like to review it occasionally to refresh my sense of the emotional drivers that fuel decisions. The book does a great job to explain the sales job not as a rational argument, but as an emotional framing job.