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The Sumo Advantage: Leveraging Business Development to Team with Heavyweights and Grow in Any Economy by [Brenner, Bernie]
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The Sumo Advantage: Leveraging Business Development to Team with Heavyweights and Grow in Any Economy Kindle Edition

4.9 out of 5 stars 91 customer reviews

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Length: 151 pages Word Wise: Enabled Enhanced Typesetting: Enabled
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Editorial Reviews

Review

"I've seen these business development principles in action. They work! At CARFAX, Bernie and his business development team made a substantial strategic impact on the company and its successful growth in a very short period of time."
Richard Raines - President, CARFAX, Inc.

"Successful entrepreneurs figure out how to hack the world to create seemingly "unfair" advantages that propel their companies to greatness; as an entrepreneur and investor I'm constantly working with my teams towards this goal. The Sumo Advantage is the unfair advantage we look for, outlined by one of the true masters of BD - thank you Bernie for sharing this with us."
Joe Lonsdale - Founder of Palantir and Addepar, Partner, Formation 8

"One of the most important ways a startup can get momentum, can breakout, and can thrive is through superior business development. Applied correctly, it is a strategic weapon that greatly increases the odds of success in startup. Great startups borrow credibility in the market from more established players, and this is done through top notch biz dev. In my view, every venture-backed start-up should have Bernie come in and mentor their executives. Follow his lessons and you'll double your valuation within 12 months."
Jim Armstrong - General Partner, Clearstone Venture Partners

"I've worked with hundreds of advisors as an entrepreneur and as an investor, and Bernie was easily the most valuable. He passionately evangelized the product and lined up key partnerships that we had thought were impossible. Bernie is the best at what he does."
Naval Ravikant - CEO, AngelList, Founding CEO, Epinions,Inc., Co-author, Venture Hacks

"Business Development is an art. It creates a vision of how the partners can effectively work together and then commits that vision to the canvas of successful implementation and enduring partnership. In my experience there is no better and no more prolific artist than Bernie."
Victor Doolan - Former CEO BMW USA

From the Inside Flap

Sumos vs. 800-lb Gorillas

Entrepreneurs and business owners alike constantly seek advantage over the competition. For most, "winning" means gaining market dominance, product superiority or increased sales. The stated goal is often to land "the 800-pound gorilla," the implication being that such a coup would alter the company's future. But is a gorilla the right target? Maybe not.

A gorilla provides power but has no "X factor" to accelerate market dominance. Instead, consider pursuing a "sumo," who is always focused on beating the competition and who leverages his enormous weight and muscle to force competitors out of the ring. The gorilla is raw muscle and can exert enormous strength but is not at all strategic. It is instinctive and lacks self-awareness, imagination, and independent will. The sumo, on the other hand, is interested in out positioning, outsmarting and even out psyching the competition, using all means available.

The Sumo Advantage provides the strategies and tactics to help you find and partner with sumos. If you are unaware of the distinctions between sales and BD, then your sales-only focus may be what is holding you back. Once you understand and really believe that sales and business development are very different functions, the sky's the limit on growth.

Product Details

  • File Size: 1675 KB
  • Print Length: 151 pages
  • Publisher: Momentum@Work Press (January 24, 2014)
  • Publication Date: January 24, 2014
  • Sold by: Amazon Digital Services LLC
  • Language: English
  • ASIN: B00I0DJL0E
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Lending: Enabled
  • Enhanced Typesetting: Enabled
  • Amazon Best Sellers Rank: #477,098 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Top Customer Reviews

Format: Hardcover
Bernie Brenner has successfully done what no other book ive seen has been able to do- demystified BD and created a practical framework that is applicable across industries and verticles. Bernie's approach to BD is powerful and demonstrates his deep expertise earned over many years actually doing this stuff successfully.

The Sumo Advantage is so poweful that we recommend it to all of our portfolio companies.

If you are running a small company and are wondering, "How can I strike up a strategic relationship with the biggest players in my space", you have got to read this book.

Simon Rakoff
General Partner
Fortify Ventures
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Format: Hardcover
This book is about business development - not sales. Far too many people confuse the two. As the author explains early in the book, "BD is the polar opposite of sales." If you want to learn how to become a better salesperson, how to close that big account, how to increase your commission check, etc., then go read Strategic Selling or Spin Selling or one of the ridiculous number of books on sales. But if you want to learn how to create and develop deep strategic partnerships that can utterly transform your company, then you need to read the Sumo Advantage.

As an early-stage entrepreneur, I've struggled personally with how to build initial momentum and credibility in the marketplace. How do you break into costly and competitive marketing channels when you have no scale? How do you get customers to buy from a company they've never heard of? Why should anyone pay attention to you?

In the Sumo Advantage, Brenner explains that one highly effective approach is to establish partnerships with big companies that have already solved those problems. Fortune 1000 companies are already in those marketing channels and already have relationships with all the customers you are trying to reach. So instead of trying to brute-force your way into a market where you're woefully out-manned, you can co-opt the strengths of those bigger businesses and make them yours.

Importantly, though, this only works if you bring equal value to the Fortune 1000 company. While your company may lack the resources, brand, etc. of the bigger sumo, your advantage as a small company is that you can act quickly and creatively and without the organizational baggage that often slows big companies down.
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Format: Hardcover
As a former Sales Manager, I viewed sales synonymous with business development. However, the Sumo Advantage outlines key distinct differences with real life examples of strategy rather than focusing on transactions. Most sales organizations stress the importance of always getting a yes, while in business development the goal is to not get a no. If you are looking for a true reference guide to shape and transform your skills, this book is for you. Bernie Brenner offers twenty plus years of his personal experience by securing and developing strategic partnerships with the country's top brands.

This book is a must read for professionals who want to build effective business development strategies through real life examples that work.
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Format: Kindle Edition Verified Purchase
This book says it all about the importance of Business Development and while Bernie has already touched the lives of hundreds of entrepreneurs, there are thousands more out there who still need both the conceptual framework and the practical action-steps spelled out in this book. In fact, it should become an essential training tool used by every entrepreneur, in bootcamp and beyond.

I've been lucky enough to know Bernie for 20 years and even luckier to be an investor in 2 of his startups....and with the publication of this book many more investors will now be able to benefit from the lessons he teaches a broader reach of entrepreneurs than he would ever be able to interact with individually. In fact, I've just ordered 20 copies from Amazon to share with fellow angel investors and with several entrepreneurs whose companies we've already invested in and whose prospects will be greatly enhanced if they read and adopt Bernie's principles.

Bernie is one of the BD geniuses and he has personally demonstrated over and over the proof of his statement, "...with patience and finesse there are huge rewards for every company that pursues partnerships using the Sumo Advantage".

Stender Sweeney, Angel Investor
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Format: Hardcover Verified Purchase
Honestly, this is the best book on BD I've ever read or heard of. Easy read and you'll walk away with a powerful appreciation as to what business development can do for your company or startup... as well as an entire execution plan as to how to source, form and create game-changing partnerships.

This book comes with my highest recommendation.
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Format: Hardcover
When I was a teenager I read a book and it changed my life. The master of the game by Sydney Sheldon.
For the second time in my life I have read a book that will change my life. Brenner is the master of the business development game. His comprehensive understanding of how to change your company's attitude and relationships with other organization is simple brilliance. His focus on relationships vs sales and the strategies and techniques to achieve success are nicely laid out in this piece.
I highly recommend this book to anyone who is in the "sales game" and wants to take their business or organization to the next level.
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