{"product_id":"value-capture-selling-isbn-9781394158584","title":"Value Capture Selling","description":"\u003cp\u003e\u003cb\u003e“The sales book of the decade” —\u003ci\u003eSelling Power\u003c\/i\u003e magazine\u003cbr\u003e\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eValue Capture Selling\u003c\/i\u003e is the first book to directly address one of the most destructive shortcomings in sales organizations today. Author JC Larreche’s approach is so innovative that \u003ci\u003eSelling Power\u003c\/i\u003e magazine named it “The sales book of the decade.”\u003cbr\u003e\u003cbr\u003eFor years, sales professionals have focused on creating value for their customers—the first phase in selling. However, in today’s fast-moving world of business, that is just not enough. Under increased financial pressure, businesses today are being pushed to move to an emphasis on the second phase of selling: the capture of corporate value. However, as all-too-many business leaders are finding out to their great dismay, sales professionals have not been trained in the techniques for the capture of corporate value, and they are at the mercy of very well-trained and tough professional buyers.\u003cbr\u003e\u003cbr\u003e\u003ci\u003eValue Capture Selling\u003c\/i\u003e is the first book to address this gap. It is specifically designed to provide sales professionals—both veteran and new alike—with a complete roadmap for making the transition from value selling to value-capture selling, including:\u003cbr\u003e\u003cbr\u003e\u003c\/p\u003e \u003cul\u003e \u003cli\u003eWhy the creation of corporate value—short, medium, and long term—is essential for the firm and its internal and external partners\u003c\/li\u003e \u003cli\u003eHow to master the key drivers of corporate value: profitability, market share, and customer satisfaction\u003c\/li\u003e \u003cli\u003eHow to prepare for value capture\u003c\/li\u003e \u003cli\u003eHow to frame strategies and tactics for value capture\u003c\/li\u003e \u003cli\u003eHow to close deals for higher corporate value capture\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eValue-capture selling is the current challenge for corporations and sales professionals everywhere—making the transition from a revenue objective to a focus on corporate value. This requires a fundamental shift from a strong belief that \u003ci\u003ebigger is better \u003c\/i\u003eto a new creed that \u003ci\u003ericher is better\u003c\/i\u003e. It is what JC Larreche, professor emeritus at INSEAD and an expert on sustainable value creation, calls the 3rd Sales Transformation.\u003cbr\u003e\u003cbr\u003eIn a future marked by escalating financial pressures, the significance of value capture will only grow, and in \u003ci\u003eValue Capture Selling\u003c\/i\u003e, JC Larreche provides sales professionals everywhere with the tools they need to become masters at this new art!\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePraise for \u003c\/b\u003e\u003ci\u003e\u003cb\u003eValue Capture Selling:\u003c\/b\u003e\u003cbr\u003e\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"Most sales forces focus only on revenue, not value capture. Larreche’s book can help you make the necessary transition. If you are in Sales, read it because the data revolution is increasing scrutiny from Finance and others in your firm about how selling efforts build or destroy enterprise value. And if you are a C-Suite executive, read it carefully, because selling affects core elements of value creation.\"\u003cbr\u003e\u003cb\u003e―Frank Cespedes, Harvard Business School, author of \u003ci\u003eAligning Strategy and Sales\u003c\/i\u003e and \u003ci\u003eSales Management That Works\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003e\"Value Capture Selling \u003c\/i\u003eis a very compelling and complete work that illustrates well the challenges of the transition from product value to corporate value—both for the customer and for the supplier. JC Larreche lays out a powerful framework for any sales professional anywhere to win in this new world of selling!\"\u003cbr\u003e\u003cb\u003e―\u003c\/b\u003e\u003cb\u003eLaurent Beraza, Director - UK, Germany, France - Microsoft Solutions Support Sales\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003e\"Value Capture Selling\u003c\/i\u003e gives us the powerful insights required to capture more value for our company while keeping the customer at the center—right where they belong.\"\u003cbr\u003e\u003cb\u003e―\u003c\/b\u003e\u003cb\u003eAnna Campagna, Sr. Director Global Sales, HEINEKEN\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePreface xvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 The Advent of Value Capture 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSelling as Push 4\u003c\/p\u003e \u003cp\u003eThe Three Sales Transformations 5\u003c\/p\u003e \u003cp\u003eHop on the Bus of Change and Become a Value-Capture Champion 11\u003c\/p\u003e \u003cp\u003eThe First Step on the Bus of Change 12\u003c\/p\u003e \u003cp\u003eThe Structure of the Book 13\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 The Creation of Customer Value 15\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFrom Product Selling to Customer Value 17\u003c\/p\u003e \u003cp\u003eThe 1st Sales Transformation 20\u003c\/p\u003e \u003cp\u003eThe 2nd Sales Transformation 31\u003c\/p\u003e \u003cp\u003eCustomer Centricity Helps Win the 2nd Sales Transformation 39\u003c\/p\u003e \u003cp\u003eBut the Creation of Customer Value Is Only One Side of the Story 41\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 The Creation of Corporate Value 43\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGeneral Electric’s Big Shift 46\u003c\/p\u003e \u003cp\u003eThe Sources of Value Destruction 48\u003c\/p\u003e \u003cp\u003eChanging the Yardstick for Corporate Success 50\u003c\/p\u003e \u003cp\u003eBusiness Transformation for Corporate- Value Creation 54\u003c\/p\u003e \u003cp\u003eThe Drivers of Corporate- Value Creation 58\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Mastering Multiple Objectives 61\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMoving from the First Selling Phase to the Second Selling Phase 63\u003c\/p\u003e \u003cp\u003eRevenue Management Systems and the Value- Capture Culture 65\u003c\/p\u003e \u003cp\u003eNegotiating According to Incentives 67\u003c\/p\u003e \u003cp\u003eHarnessing the Three Drivers of Corporate- Value Creation 76\u003c\/p\u003e \u003cp\u003eUpgrading the Role of Sales Pros 80\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Steering Customer Satisfaction 83\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCustomer Satisfaction and Corporate Value 85\u003c\/p\u003e \u003cp\u003eMeasuring Customer Satisfaction 87\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 The Leadership Attitude 101\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Should You Be a Leader? 102\u003c\/p\u003e \u003cp\u003eWhat Is Leadership? 103\u003c\/p\u003e \u003cp\u003eYour Personal Growth as a Leader 114\u003c\/p\u003e \u003cp\u003eEgo and Leadership 117\u003c\/p\u003e \u003cp\u003eYour Corporate-Value Capture Mission 119\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Preparation for Value Capture 121\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Art of Preparation 124\u003c\/p\u003e \u003cp\u003eThe Negotiation Setting 127\u003c\/p\u003e \u003cp\u003ePrimary Preparation 129\u003c\/p\u003e \u003cp\u003eDo You Know Your BATNA? 138\u003c\/p\u003e \u003cp\u003eThe BATNA Frontier for Value Capture 141\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Value- Capture Strategy 147\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Buyer’s BATNA 150\u003c\/p\u003e \u003cp\u003eDo You Know ZOPA? 152\u003c\/p\u003e \u003cp\u003eVisualizing Your ZOPA for Value Capture 154\u003c\/p\u003e \u003cp\u003eAnticipating the Buyer’s BATNA Frontier 160\u003c\/p\u003e \u003cp\u003eExploring the ZOPA Space 163\u003c\/p\u003e \u003cp\u003eShadow Coaching 167\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Value- Capture Tactics 169\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Negotiation Setting 170\u003c\/p\u003e \u003cp\u003eThe Negotiation Pathway 174\u003c\/p\u003e \u003cp\u003eActive Listening 185\u003c\/p\u003e \u003cp\u003eBody Language 188\u003c\/p\u003e \u003cp\u003ePutting All This into Action 190\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Value- Capture Closure 197\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAlways Be Closing 198\u003c\/p\u003e \u003cp\u003eClosing the Two Selling Phases 200\u003c\/p\u003e \u003cp\u003eBridging the Gap 203\u003c\/p\u003e \u003cp\u003eThe Closure Map 207\u003c\/p\u003e \u003cp\u003eManaging Risk at Closure 211\u003c\/p\u003e \u003cp\u003eTom Closing 216\u003c\/p\u003e \u003cp\u003eMoving On 219\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 Win and Learn, Learn to Win 221\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWin and Learn 222\u003c\/p\u003e \u003cp\u003eCelebrating Wins 230\u003c\/p\u003e \u003cp\u003eLearning to Win 232\u003c\/p\u003e \u003cp\u003eWinning and Learning Traps 240\u003c\/p\u003e \u003cp\u003eMake Yourself Lucky 244\u003c\/p\u003e \u003cp\u003eEpilogue 249\u003c\/p\u003e \u003cp\u003eThank You, Dear Reader 253\u003c\/p\u003e \u003cp\u003eAcknowledgements 255\u003c\/p\u003e \u003cp\u003eAbout the Author 257\u003c\/p\u003e \u003cp\u003eNotes 259\u003c\/p\u003e \u003cp\u003eIndex 275\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eJC LARRECHE\u003c\/b\u003e is Emeritus Professor at INSEAD, the leading international business school with campuses in France, Singapore, and Abu Dhabi. In addition to his distinguished academic career, he has been a consultant for many leading global corporations and served on the board of several companies. He is also the Founding Chairman of StratX Simulations, a leading provider of experiential learning solutions.   \u003c\/p\u003e\u003cp\u003eSales is increasingly being recognized as a strategic function. Over the last few decades, salespeople have been trained in consultative selling, becoming more alive to helping their clients create value for their customers. They are now also expected to \u003ci\u003ecapture corporate value\u003c\/i\u003e for their employers, with significant implications for the role of sales professionals. \u003c\/p\u003e\u003cp\u003eIn \u003ci\u003eValue Capture Selling: How to Win the 3rd Sales Transformation\u003c\/i\u003e, JC Larreche delivers a practical and insightful guide to an often-neglected phase of the selling process: value capture. In the book, you’ll learn how to better capture value during a sale and learn the background, concepts, and techniques associated with the strategy. \u003c\/p\u003e\u003cp\u003eThe author illustrates the concepts discussed in the book through the story of Tom Werner, a sales professional in the process of negotiating a major contract with Sue Newton, a professional buyer. He offers insights into the value capture process drawn from real-world sales training situations using the REVMANEX simulator, as well as the author’s extensive expertise in corporate marketing and strategy. \u003c\/p\u003e\u003cp\u003eIn the book, you’ll discover hands-on discussions of the strategy and tactics of value capture, including specific techniques for effective preparation and closure, as well as how to master multiple objectives, how to steer customer satisfaction, and develop a leadership attitude. \u003c\/p\u003e\u003cp\u003ePerfect for sales managers, sales team leaders, sales directors and account managers, executives, and marketing managers, \u003ci\u003eValue Capture Selling: How to Win the 3rd Sales Transformation\u003c\/i\u003e will also prove invaluable to students in MBA programs and undergraduate business majors with an interest in pursuing or continuing a career in sales, sales management, or marketing.   \u003c\/p\u003e\u003cp\u003e\u003cb\u003ePraise for VALUE CAPTURE SELLING\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e“Larreche brings a wealth of expertise in sales and marketing to this insightful book. By focusing on the importance of value creation for both the customer and the corporation, this book revolutionizes the sales approach. \u003ci\u003eValue Capture Selling\u003c\/i\u003e is a must-read for anyone seeking to master the art of selling and create lasting customer relationships.”\u003cbr\u003e\u003cb\u003e— Marshall Goldsmith, \u003c\/b\u003e\u003ci\u003eThinkers50\u003c\/i\u003e #1 Executive Coach and \u003ci\u003eNew York Times\u003c\/i\u003e bestselling author of \u003ci\u003eThe Earned Life, Triggers,\u003c\/i\u003e and \u003ci\u003eWhat Got You Here Won’t Get You There\u003c\/i\u003e \u003c\/p\u003e\u003cp\u003e“\u003ci\u003eValue Capture Selling\u003c\/i\u003e is the sales book of the decade! It provides a novel approach that leads salespeople to a more effective negotiation position that satisfies customer needs while creating corporate value for your business. A must-read for anyone who wants to win more sales and achieve higher profits.”\u003cbr\u003e\u003cb\u003e—Gerhard Gschwandtner, \u003c\/b\u003e Founder and Publisher, \u003ci\u003eSelling Power \u003c\/i\u003e \u003c\/p\u003e\u003cp\u003e“Most sales forces focus only on revenue, not value capture. Larreche’s book can help you make the necessary transition. If you are in sales, read it because the data revolution is increasing scrutiny from finance and others in your firm about how selling efforts build or destroy enterprise value. And if you are a C-Suite executive, read it carefully, because selling affects core elements of value creation.” \u003cbr\u003e\u003cb\u003e— Frank Cespedes,\u003c\/b\u003e Harvard Business School, author of \u003ci\u003eAligning Strategy and Sales\u003c\/i\u003e and \u003ci\u003eSales Management That Works\u003c\/i\u003e \u003c\/p\u003e\u003cp\u003e“\u003ci\u003eValue Capture Selling\u003c\/i\u003e is a very compelling and complete work that illustrates well the challenges of the transition from product value to corporate value—both for the customer and for the supplier. JC Larreche lays out a powerful framework for any sales professional anywhere to win in this new world of selling!” \u003cbr\u003e\u003cb\u003e—Laurent Beraza, \u003c\/b\u003e Director, UK, Germany \u0026amp; France, Microsoft Solutions Support Sales  \u003c\/p\u003e\u003cp\u003e“\u003ci\u003eValue Capture Selling\u003c\/i\u003e gives us the powerful insights required to capture more value for our company while keeping the customer at the center—right where they belong.” \u003cbr\u003e\u003cb\u003e—Anna Campagna, \u003c\/b\u003e Senior Director, Global Sales, Heineken \u003c\/p\u003e\u003cp\u003e“\u003ci\u003eValue Capture Selling\u003c\/i\u003e is an excellent reference for any sales professional who would like to improve their ability to create and capture value for their firm. The ever-more-relevant concepts of BATNA and ZOPA are brilliantly demonstrated, and the emphasis on preparation is rightly hammered home!”\u003cbr\u003e\u003cb\u003e— Manish Kumar Singh, \u003c\/b\u003e Global Head of Marketing, Customer Services \u0026amp; Solutions, IGT Systems, Philips Healthcare \u003c\/p\u003e\u003cp\u003e“Selling with the emphasis on corporate value requires more business acumen and a stronger leadership attitude from sales professionals—that is, an upgrading of their function. In \u003ci\u003eValue Capture Selling\u003c\/i\u003e, Larreche provides sales professionals in every industry the knowledge they need to excel in this exciting new world. I highly recommend this book!”\u003cbr\u003e\u003cb\u003e—Omar Haddadeen,\u003c\/b\u003e Inside Sales Analyst, Bombardier\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990445015269,"sku":"NP9781394158584","price":24.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781394158584.jpg?v=1761787857","url":"https:\/\/k12savings.com\/products\/value-capture-selling-isbn-9781394158584","provider":"K12savings","version":"1.0","type":"link"}