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Escaping the Price-Driven Sale: How World Class Sellers Create Extraordinary Profit Hardcover – December 7, 2007

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Editorial Reviews

From the Back Cover

Over the last decade, the sales process has been completely redefined . . .

Brand allegiance is virtually nonexistent in today’s hypercompetitive market. Great products and services no longer earn high margins―they simply get a salesperson in the door. In an era of commoditization, buyer savvy, and cost controls, what matters is the expertise sellers bring to the table; expertise that enables them to deliver insight that creates value in the sales process itself. Escaping the Price-Driven Sale provides a groundbreaking strategy for identifying and delivering the customer insight that will command a premium price every time. Filled with timely market research and real-world examples, Escaping the Price-Driven Sale is a practical guide for sellers and management alike.

Escaping the Price-Driven Sale is grounded in 30 years of research conducted in the field with global companies by Huthwaite, Inc. The leading sales performance improvement firm in the world, Huthwaite has studied thousands of sales interactions and continuously tests and applies its research each year with clients worldwide.

“Tom Snyder and Kevin Kearns focus on core requirements in a world where more buyers are a click away from price and feature comparisons: how to sell value and the skills needed to avoid commoditization. Escaping the Price-Driven Sale is an important and timely contribution from experienced and savvy practitioners.” ―Frank V. Cespedes, Senior Lecturer, Harvard Business School, and Managing Partner, Center for Executive Development

About the Author

Tom Snyder is Huthwaite’s SVP of Strategy and Business Development. Tom advises thousands of sales decisionmakers each year on topics such as consultative selling in major sales organizations, creating client value, and innovative ways to strengthen competitive differentiation in an increasingly crowded marketplace. Tom is a sought-after speaker and was recently named one of the Top 100 Most Influential Sales Leaders.

Kevin Kearns is CEO of Huthwaite, Inc. He has reinvented Huthwaite to focus on client results while at the same time achieving record growth. Kevin advises Fortune 500 executives, leads discussions on pressing business issues with company leadership, and is frequently quoted in leading business journals throughout the world.


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Product Details

  • Hardcover: 240 pages
  • Publisher: McGraw-Hill Education; 1 edition (December 7, 2007)
  • Language: English
  • ISBN-10: 0071545832
  • ISBN-13: 978-0071545839
  • Product Dimensions: 6.3 x 0.9 x 9.1 inches
  • Shipping Weight: 1.1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (10 customer reviews)
  • Amazon Best Sellers Rank: #743,148 in Books (See Top 100 in Books)

More About the Author

After receiving both a BS and MBA from the University of Maryland, Tom began his career by joining the United States Federal Government where he held a variety of analyst positions, most prominently as a member of the White House staff under two different Presidents. After eight years in Federal service Tom left to start his first company. Over the course of the next fifteen years, Tom started, developed and sold a series of successful enterprises. Being a serial entrepreneur and a long time student of the science of sales, Tom was drawn to leveraging his sales and entrepreneurial expertise to help both large and small enterprises improve sales performance. To that end he joined the firm Huthwaite, Inc. where he served in two different positions over ten years; Senior Vice President of Research, Product Development and Sales Strategy and CEO. As the company's lead consultant, Tom advised C-level executives at more than 100 of the Fortune 500. He coauthored Escaping The Price Driven Sale in 2007. Currently in private practice, Tom consults with companies of all sizes in the areas of revenue growth, market penetration, sales strategy, sales skills and sales process by employing strategic thinking, entrepreneurial zeal, business development skills, diagnostic experience and sales force development expertise. Mr. Snyder was named the 2005 Entrepreneur of the Year by the Corporate Finance Institute of Washington DC and in January of 2008 he was named one of America's 100 Most Influential Sales Leaders by the editors of the Encyclopedia of Selling. He is a nationally known speaker who delivers more than 50 speeches to sales people and sales leaders across the globe each year.

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Most Helpful Customer Reviews

36 of 40 people found the following review helpful By Mike VINE VOICE on January 18, 2008
Format: Hardcover
For the record, the quote in my review title is from page 10. "Escaping The Price-Driven Sale" bills itself as being "From the creators of SPIN Selling," even though its author, Neil Rackham, is not directly involved. Rackham is the founder and president of Huthwaite Inc., while "Escaping" authors Tom Snyder and Kevin Kearns are its Senior VP of Strategy and Business Development and CEO, respectively.

That said, my initial impression of the book is that it draws a direct connection to the importance of the "Implication" phase of SPIN selling. In the Implication phase, you work with the customer to review all of the variables, both pro and con, involved with taking or not taking action. "Escaping" points to the "sweet spot" intersection of Industry Knowledge, Business Acumen and Questioning Skills...that spot being "Business Impact (Value) Zone / Customer Discovery Zone" the area in which a skilled salesperson can soar.

There are four quadrants to the book:

1). The "Unrecognized Problem"
2). The "Unanticipated Solution"

(both classified as "Consultative Selling")

3). Unseen Opportunity
4). Broker Of Strengths / Cross-Selling

(both classified as "Strategic Selling")

The premise is that if a salesperson is adequately comfortable and skilled in each of these four quadrants and has done their homework prior to approaching a potential or current customer, they are empowered to "escape the price-driven sale."

There are no gimmicks here, no voodoo, and the "methods" are based in common sense.
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11 of 12 people found the following review helpful By Martin Wikoff, PhD on February 13, 2008
Format: Hardcover
Escaping the Price Driven Sale, by Tom Snyder and Kevin Kearns

For some time, organizations have recognized that products and services continue to become more and more commoditized. As a result, customers want either the cheapest price for these "commodities" or they want something of value above and beyond the products and services. We know this. We have all paid more for the same product when we feel that we are getting that "something extra" that adds value. That may be why you are shopping on Amazon...they may not always have the best price, but you know that you can get great reviews of books (like this one), will receive the book when promised, and be provided exemplary customer service.

In the quest to add value, many organizations have recognized that added value can come from the Sales Process and the Sales Force. Consequently, we have witnessed the tremendous interest in "consultative" selling approaches like SPIN® (the benchmark for consultative selling).

What has been missing up to now is more specific information about what added value customers seek.

Enter Escaping the Price Driven Sale. In this must-read book, authors Snyder and Kearns in an easy to read fashion discuss the recent findings about what customers value. Like all of Huthwaite's work, the content is not based on speculation or theory, but on sound research.

In this book we learn that customers are seeking basically four types of value; 1) value from discovering a problem or issue that was unrecognized, 2) value from discovering a solution to a problem that was unknown 3) value from discovering business opportunities that were unrecognized and 3) capabilities and strengths beyond the product/service.
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6 of 7 people found the following review helpful By Green Mountain Gardener on February 18, 2008
Format: Hardcover
I have literally read hundreds of books on "new" sales ideas over the years. While they usually offer good reinforcement, rarely have I seen anything that was "new." This book, "Escaping the Price Driven Sale" is actually different!

The book goes well beyond simple consultative selling models to bring forth insightful and actionable sales ideas. I like that this is a fact-based and proven sales approach, as it was created from rigorous sales research in a variety of industries. So, regardless of what industry you work in, if you really want to improve your sales success in a competitive marketplace, this is a "must have" book.

We have already begun to incorporate several of the book's sales insights into our practices and they have been very well received by our sales force. Whether you are a sales person or a sales manager, Tom Snyder's book provides you with a detailed roadmap of how to begin to rise above a price driven sales mentality. "Escaping the Price Driven Sale" is an investment in your personal sales success that is well worth the money!

Jim Griesing
VP Sales, The Hartford P&C
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8 of 10 people found the following review helpful By David M. Snuttjer on February 13, 2008
Format: Hardcover
Huthwaite, the premier researcher of successful seller behaviors and the creator of consultative selling SPIN Selling, has researched how world-class sellers sell value and create extraordinary profit. In what I consider a landmark book that provides incredible insight and a roadmap for salespeople and sales organizations to incorporate these skills and practices, the Huthwaite organization has once again raised the bar for professional salespeople.

By reviewing thousands of transactions in which buyers did not select the low-priced provider despite the fact that the sellers' offerings appeared to be the same, the authors (both executives with Huthwaite) identified the four value-drivers (Client Insight Creators) critical to successful complex sales.

In an unusually clear and succinct style, the authors explain how the combination of the seller's business acumen, industry knowledge, and questioning skills can drive value by allowing the client to gain insight about Unrecognized Problems, Unanticipated Solutions, and Unseen Opportunities within their business as well as to see value in the salesperson as a Broker of Strengths (cross-selling).

These insights alone would have made it a great addition to any professional salesperson's library, but the authors incorporated the essentials of the business enterprise to enhance the financial literarcy of the reader and to emphasize the point that value at the C-level is created by focusing on business results and creating opportunities.
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