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SELLING
'ITIIRD
Praise for Mack Hanan books...
"A comprehensive, well-thought-through strategy mix for getting upstairs
at major customers where wc can set price based on value — and leave so-
called professional selling skills of features and benefits where they belong:
downstairs where price determines purchase and low margins eat you
alive."
— Union Carbide
"Makes the distinction for (he first time between the specific strategies
required for key customer sales — which is where the prem ium profits are —
and traditional vendor selling skills. We'll be better fighters against our
competitors as a result."
— Merrill Lynch
"Brings key account selling management into che 20th century —applies
to sales the sophisticated management strategies of market segmenta-
lion, along with a highly refined penetration process and database
strategy that lets representatives focus On customer business function
problems instead of product, product, product."
-AT&T
•l •his completely revised and updated edition of Consultative Selling (originally
published in 1973) will find immediate market in a new generation of salespeople.
Consultative Selling is a revolutionary concept that effectively makes che salev
person a partner Ofthe customer. Rather than functioningsimply as a vendor, relying
on discounts and other conventional means to move products. the consultative
seller analy.cs trends, researches client operations. develops growth strategies,
and recommends procedures to improve the client's profits. new advisory
relationship Of the seller to the buyer has, in practice, made consultative Sales
representatives virtually immune from competition, bCL"ause they are offering a
far more valuable kind Of service.
Edited to incorporate recent refinements in the art Of consultative selling, this
ground-breaking book remains an essential guide to proven methods of modern
salesmanship.
AMERICAN MANAGEMENT ASSOCIATION
13S West 50th Street, New York, NY 10020
0-8144-5832-7
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