Selling The

Wheel

Book Review By

Siddharth Khanna (085)Vijesh Bhaktha (095)

About The Book

Name of Book: Selling the Wheel – Choosing the best way to sell for you, your company, your customersAuthor: Jeff Cox and Howard StevensPublisher: Touchstone, New YorkText Copyright : Jeff Cox (2000)Illustrations Copyright: David Cain (2000)First Edition: 2001

About The Authors

Jeff Cox - A bestselling author

- Has displayed his remarkable gift for translating complex theories into entertaining stories as the co-author of "Zapp " and "The Goal.“

- Has written eight works of fiction as either business novels or parables.

- The most recent book – Velocity, which is about combining Lean. Six Sigma and Theory of Constraints.

About The Authors

Howard Stevens

- A respected business expert

- Chairman and CEO of H.R. Chally Group, a Talent Management, Leadership Development and Sales Improvement Corporation.

- Has written many articles and is a frequent speaker and radio/TV guest.

- Has authored – Achieve Sales Excellence, The Quadrant Solution

- Faculty at Columbia University Graduate School of Business.

Ancient Egypt2650 BC

Max Invents Wheel

Max

Selling The

WheelPhase I

Minnie

Bedrock Questions

1. Who are our customers ?2. Who are our competitors ?3. Why do customers want

what we are selling ?4. What would make them

prefer to buy from us ?5. Why might they prefer to

buy from our competitors ?

6. What added values does our salesperson have to offer to make a sale ?

Ozzie – The Oracle

Minnies Notes – Answers to all Bedrock Questions

Bedrock Qn#1: Who are our customers ?Those who need to move big, heavy stuff faster easier and cheaper

Bedrock Qn#2: Who are our competitors ? Everyone who sells established method of moving heavy loads(Elephants, Camels, Sledge makers)

Bedrock Qn#2: Why do customers want what we are selling ?Big performance gain by new technology.Offer opportunity to do things that could not be done before.

Bedrock Qn#4: What would make them prefer to buy from us ?We are the Wheel’s only provider

Bedrock Qn#5: Why might they prefer to buy from our competitors ? Proven affordable methods

Customers don’t understand our technology

Bedrock Qn#6: What added values does our salesperson have to offer to make a sale ?

• Closers often work for themselves.• They complete sales in one or two

meeting.• They demonstrate power and

practicality of the technology• Build the vision of Wheel’s Potential.• Provides emotional energy to close the

deal.

• Cassius successfully found the first customers for the Wheel.

• The popularity of wheel increased due to his demonstrations and selling approach.

• This won Max’s Wheel Company the contract for The Great Pyramid of Giza Project.

• Closers change the product they sell every few years.• It is because they have by then hit all the “New” customers for the Wheel.• Cassius the Closer thus resigns from Max’s Wheel Company.

Selling The

WheelPhase II

• Toby – The Wizard joins Max’s Wheel Company.• Wizards are required when the new customers need expert assistance from the

seller both before and after the sales.• A special blend of technical savvy so that the a wizard can provide an expert

solution customized to the buyers need.

• Team player to manage a number of different customer relationships.• Provide demonstrations and training to educate the customers. • Assist installation and testing of the products.

Innovating products to suit customer needs. Eg- she innovated wheel to make a wagon. Also out of box thinking to make millstones for the farmers

Selling The

WheelPhase III

• Ben – The Builder joins Max’s Company• Building a strong working relationship over an extended and trusting relationship

with the key people on customer side.• Concentrates on customers who have already bought the wheels and would buy

it again and again in the future.• Manage complexity, keep close watch on the details and must be customers

advocate inside the sellers organization.

Selling The

WheelPhase IV

Matured Market – Product Improvements are incremental than revolutionary

Expansion becomes the priority to be the market leader

Experienced Buyer – with no requirement for major customization.

Sales people have to differentiate seller from competition and add value to the commodity being sold by offering superior service

Create a positive experience for each customer and do so on a consistent basis.

To achieve this a large sale force or a Crew is required. But a strong empowering leader is essential as sales people are not self starters.

Hence Captain of Sales joins the company.

Because of high competition some companies face bankruptcy and hence mergers and acquisitions normally happens.

Imum’s Wheelbarrow and Max’s Wheels merge to form Max-Imum Wheel Corporation

Graham Bell’s First Telephone

The Bottom Line

• "Selling the Wheel" may be set in Ancient Egypt, but the timeless lessons in it apply to the latest innovative technology products.

• Entrepreneurs without heavy sales experience and training will find it invaluable.

• Even for those with sales experience, it's a useful overview and may help give a new perspective on things if your company is in a sales slump.

• A very enjoyable and educational read!

THANK YOU