Ian and Dominic’s sharp and lucid analysis of what works and what doesn’t is both compelling and instructive. This is a must read for any business in a competitive market place.
René Carayol, author, internationally renowned business guru and media personality, www.carayol.com
We place tremendous value on our 600,000 partners, who help us deliver innovative solutions and applications to customers. We are providing our partners with compelling evidence about why customers who invest in the Microsoft platform outperform customers who don't, and we want them to know how to successfully sell their offerings to customers. This book gives them valuable, actionable go-to-market insights delivered in a very entertaining and readable style.
Allison L. Watson, Corporate Vice President - Worldwide Partner Group, Microsoft, www.microsoft.com
According to senior IT leaders, innovation is a key to achieving competitive advantage. But it is an elusive concept and requires significant effort beyond mere invention – the ability to sell game-changing ideas that take a different approach. What this book spells out, illustrated by examples that leaders from every size enterprise can utilize, is that sales execution and proper positioning and packaging are the REAL competitive advantages for innovative products or services. These insights into the minds of buyers and what they expect from their vendors are supported with compelling evidence and fascinating anecdotes. This is a must read for executives at IT product and service suppliers.
Dale Kutnick, SVP, Gartner Executive Programs, www.gartner.com
If you are responsible for selling in any way, this book is vital reading. The fog will lift. Not only does it clarify why good products don’t sell, it explains what you can be doing to ensure yours do. Best of all, it explains HOW to go about undergoing a journey and transforming your organization into one that your clients will truly love to buy from. I wish I’d understood all this all so much earlier!
John Dalton, formerly Managing Director SAS UK & Ireland, www.sas.com
Coming from the procurement field I was pleasantly surprised to find how readable the book is even though I am not well acquainted with all the associated jargon. Much respect must go to the authors in structuring the book in a very logical way. My only regret is that the book was not written 25 years ago as it would have enabled me to better understand where sales and marketing people were coming from because where they wish to go they always make abundantly clear.
Stephen Wicks, Head of Procurement, European Space Agency, www.esa.int
I really enjoyed reading the book. In fact, once I started I wanted to finish reading to the e nd in one sitting. Why? Well, the book as some really solid messages and has a good way of putting it over. I feel I need to read again and plan to dip back when I need a refresh. It is easy and amusing and so should probably be read once and then referred to again and again.
Mark Varney, Strategic Sales Director, Atos Origin, www.atosorigin.com
Strategy is goo d, execution is even better, but nothing else counts if sales are on the floor. Ian and Dominic have written a lucid and energetic book that gets to the bottom of the fundamental sales problem: killer (and other) products rarely walk straight out of the door. The key contribution is simple, like the best ideas – sales fail if we miss the value culture dominating the thoughts and actions of buyers. It’s not a difficult door to unlock because this actionable book provides the keys. Highly recommended to thoughtful leaders.
Jyoti Banerjee, Co-founder, M Institute, www.m-institute.org
Direct, pungent and straight to the point a book that finally takes marketing out of the box and onto the next level. “Why Killer Products” annihilates all conventional thinking on the subject and offers a radical new recipe for dealing with customers. Consolidated mental processes are reprogrammed in order to be capable of perceiving needs in a new way and create a durable linkage with the Customer. The result is an infallible marketing strategy which generates and sustains added value over time. In essence the book provides an innovative set of tools capable of dealing with today’s marketing chaos, and this I must say is no simple matter. Well done.
Nigel Zanenga, Global Network Manager East Asia, UniCredit, www.unicreditgroup.eu
A sale is the key and core element of every successful business. There are a 1000 books available around the subject. But Why Killer Products Don’t Sell is different as it uses a very strong angle which is buying behavior. Whether you are a service company or a product focused organization, no company continues to have a killer product as markets evolve. Therefore even the best products need a competitive sales approach. This book gives you very good insight and ideas on how to optimise your sales process. The examples can easily be related your own situations and is recommended to anyone who wants to grow their business.
Steen Foldberg, Managing Director, Merrill Lynch Luxembourg, www.ml.com