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Target Opportunity Selling: Top Sales Performers Reveal What Really Works Hardcover – December 27, 2013

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Target Opportunity Selling:  Top Sales Performers Reveal What Really Works + Selling to the C-Suite:  What Every Executive Wants You to Know About Successfully Selling to the Top
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Product Details

  • Hardcover: 288 pages
  • Publisher: McGraw-Hill; 1 edition (December 27, 2013)
  • Language: English
  • ISBN-10: 007177307X
  • ISBN-13: 978-0071773072
  • Product Dimensions: 9 x 6.1 x 1.4 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Best Sellers Rank: #2,316,226 in Books (See Top 100 in Books)

Editorial Reviews


"Target Opportunity Selling is a world-class, comprehensive guide to winning today's big sales opportunities. This serious, research-based work details not only what you have to do to win with respect to strategy and approach, but precisely how you must do it, down to what to say during a face-to-face sales call. I'm delighted to add this to my list of highly recommended books on selling." 
Dave Stein, CEO, ES Research Group, Inc.

"Compelling, and a good fit to the approach Novozymes uses to match our selling capabilities to customers' needs for deeper insights and solutions that hit high-value strategic priorities.  We have used Nic Read's prior book and workshop Selling to the C-Suite to help our people be more prepared to engage with customers at a high level. Target Opportunity Selling provides the next lesson in moving our people from transactional sales to the realm of strategic selling." 
Andrew Fordyce, Executive Vice President, Business Operations, Novozymes A/S

"I have read almost every book on professional sales. Target Opportunity Selling tops them all. It is highly recommended as a practical guide for anyone with the conviction and will to succeed. Best buy ever." 
Ingrid Kast, Chairman, Kast & Partners International Executive Search

"Don't even think of not studying this book in minute detail if you are in B2B sales. You have never seen 'selling-on' discussed in such detail and with such depth. When I started my consultancy two decades ago there was nothing like this on the market. There is still nothing like it. Get it!" 
Bertie du Plessis, CEO of MindPilot (Pty) Ltd and Naspers Head of Training and Development

"As curriculum head of a leading university's sales center, I am constantly scanning for conceptual frameworks that better capture today's value-creation process. Since we teach and develop the Next Generation of sales professionals, we cannot use dated 'Sales 1.0/2.0' materials from past decades. So it's a pleasure to see that in this book Nic Read provides a research-based, forward-looking and incredibly useful framework for 21st-century salesforce value creation." 
Andrea L. Dixon, Ph.D., Executive Director of the Center for Professional Selling, Baylor University.

From the Author

My first book, Selling to the C-Suite, was based on 10 years of empirical research into why and when senior executives get involved in large buying projects, and how salespeople can align with these power brokers to develop trusted relationships. This next book in the series, Target Opportunity Selling, tackles the same issue from the opposite side of the table and distills a series of common best practices top sellers apply to bring home the bacon. This was far more challenging than the first book, but became far more satisfying by the time the final manuscript rolled off the keyboard. It's been decades since hard research on this topic was done on such a large scale. And in beta testing these ideas with large sales teams who went out and proved anyone can learn, apply and prosper from these concepts, I think we're onto something of lasting value.

More About the Author

Nic Read is a former executive director with Ernst & Young and current managing partner of SalesLabs, a revenue assurance, sales intelligence and training consultancy that helps companies drive predictable and repeatable growth through the application of process, measurement, and skills.

He has trained B2B salespeople and their managers in more than 40 countries and 20 industries, with uplift in these companies exceeding $20Bn as a result of his work. He is a two-time recipient of the gold 'Stevie' statuette at the International Business Awards, dubbed "the business world's own Oscars" by the New York Post.

Nic's first book, "Selling to the C-Suite", was based on 10 years of interviewing senior executives to understand what they look for in sellers who aspire to be trusted advisors. The book and its accompanying workshop received tremendous media and topped the charts. It is now a foundation text at corporations and business schools worldwide.

His sequel, "Target Opportunity Selling", shares secrets from the other side of the table on how the top 20% of sellers actually create, pursue and win major sales in a recessionary, globalized market. A workshop is available, plus a reality television show is in pre-production where competing salespeople are followed through one whole sales cycle to show how these principles make or break major sales.

Read's career has spanned telesales, territory management, large account management, sales leadership and executive roles in the communications, software analytics and financial services industries. As a consultant and founder of SalesLabs, he rode the wave of globalization to Asia following China's entry into the WTO, where he lived as a local and immersed himself in the business cultures of Shanghai, Singapore and Sydney.

He has consulted to companies that include Celestica, Cisco, EMC, Fuji Xerox, KPMG, Microsoft, National Australia Bank, ChinaTelecom, Schlumberger, SAS, EMC, Symrise and other multinational companies and start-ups around the world.

He has been featured on ABC, FOX and Times Media television, and in press that includes Inc. Magazine, Forbes, Entrepreneur, USAToday, Selling Power, Sales & Marketing Management, Sales Rep Radio, Sales & Service Leadership, Handelsblatt, and various other newspaper, radio, blog and magazines.

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Most Helpful Customer Reviews

2 of 2 people found the following review helpful By Reg Nordman on February 6, 2014
Format: Kindle Edition
The author wrote a definitive book, Selling to the C-Suite where he laid out what buyers are really looking for after interviewing executive buyers over 10 years. I really liked that book for its easy style and detailed analysis. This new book tracks what experts sales people , "stars" do consistently to win in today's complex selling environment. The easy style and analysis continues. I could not put this book down as I rediscovered insights, found new ones and realized linkages that tied into our experiences on page after page. This material details what really works. It is written for the complex sales cycle in big firms, but many of the situations he writes about are common to most sales situations. So there is something here for every sales person to learn. Today's sales person has to respect the buyer and this book shows you the best way to do this.
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0 of 2 people found the following review helpful By Christian Maurer on May 22, 2014
Format: Kindle Edition Verified Purchase
There are many interestingconcepts presented in this book. Unfortunately it does though not match the consistency of "Selling to the C-Suite)
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