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POINT. Rethinking the Sales Force: Redefining Selling to Create and Capture Customer Value
By Neil Rackham and John De Vincenti
McGraw-Hill, 1999, 308 pageS The authors of this book examine three selling modes that customers now seek. The first of these modes, Transactional Sales, occurs when the purchaser already has a full understanding of his needs and the products and services he intends to buy. As a result, he does not truly need the services of a salesperson. The second mode, Consultative Sales, arises where buyers do not have this kind of extensive knowledge of the market and their own needs. They depend upon the salesperson to help them determine their needs and match available products and services to those needs in the most cost-effective manner. The third mode, Enterprise Sales, is appropriate for very large...