Selling High Value Software is written specifically for Small to Medium sized software companies who are already selling or are planning to sell to large Corporate and Institutional end user markets. It is geared particularly towards software companies who develop and sell original intellectual content and has the primary objective of helping those companies gear up their sales teams for high value project engagement. The book is a relatively quick read. I have written it this way so that more people might read it!
The opening chapters are quite light! They are designed to put context on the pre-sale tactical negotiation by (1) creating a clear reference framework for the various "touch points" between the software company and its prospective customer, and (2) establishing a basic understanding of some of the value-creating factors, including licensing, that can have a major influence on deal size. As the book progresses, readers are taken inside the actual "Master Services and Licensing Agreement" and pointed towards certain areas where they are likely to be negotiated. Ideas are provided where appropriate that suggest counter proposals, alternatives and tactical advice on what to do in a variety of "sticky situations"!
The later chapters cut right to the chase and outline some very specific ways which software companies can use to steadily ascend their buyers value chain. These techniques are designed to give the software entrepreneur and sales professional maximum leverage for their valuable intellectual know-how. It is expected that these "value-boosters" will serve as a trigger for various permutations or similar ideas which could be practically applied in any given circumstance.
Selling High Value Software aims to put just one new idea in the palm of your hand that can deliver a major value boost in your next a subsequent sales opportunities! Theres a reasonable probability that youll apply more than one.
John Coburn is an award-winning speaker, author and entrepreneur and has been in the international software and high-technology business for twenty-three years. He has engaged big-ticket corporate and institutional business from all corners of the globe including the USA, Japan, Egypt, Australia and many countries in continental Europe. He held senior executive positions with organizations such as Westinghouse, WBT Systems, Eontec (now Siebel Systems), Mentec and Deecal International. Throughout his career he has been an executive board member with several software and high-technology firms including two companies which he founded PraxisNow and Mediacom. John has authored two books, Selling High Value Software and Components of Internet Marketing Strategy.
Originally a graduate of electronics engineering, John additionally studied marketing management at the Irish Management Institute. Today, he is a member of the Internet Marketing Centres mentor programme in Austin, Texas and is a Presidents Club member of the Sandler Sales Institute.
