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The Three Value Conversations: How to Create, Elevate, and Capture Customer Value at Every Stage of the Long-Lead Sale Hardcover – August 17, 2015
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About the Author
Tim Riesterer is Chief Strategy and Marketing Officer of Corporate Visions, responsible for leading the strategic direction of the company in thought leadership, positioning and product development.
Erik Peterson is Executive Vice President of Consulting of Corporate Visions. He is responsible for leading the company’s consulting team globally, including staff and certified contractors.
Conrad Smith, Vice President Consulting Services, Corporate Visions is an operations executive with over 30 years of buying experience. He has delivered the Corporate Visions’ Justification Skills to more than 12,000 people.
Cheryl Geoffrion is Vice President of Consulting Services for Corporate Visions. She has devoted more than 24 years to elevating the business results of her client organizations and the individuals within them.
Top customer reviews
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The authors emphasis from the beginning that the successful salesperson is not just selling something, they are leading a conversation, telling a story and articulating value to the prospective customer along their purchasing journey. Nothing underhand need happen, just knowledgeable, enthusiastic, authoritative leadership-led sales conversations take place. Through this book, the authors promise a range of tools and methods to help the salesperson differentiate themselves from the competition, pushing value to the right decision maker and maximising all sales opportunities across the entire long lead buying cycle.
It was certainly a lot better than your run-of-the-mill sales books. It drew you in and kept delivering insight after insight. Of course, a lot of this insight is not necessarily rocket science or so unique, yet on the other hand it must be since far too many people don’t even grasp the simple elements that could enhance their salesmanship. You won’t notice where the time goes when you read this book, since it is far too easy to be taken in and several hours later you are still reading, thinking and planning and it is way past your bedtime. Positively addictive!
Even if you are not directly involved in sales, this book could potentially still add value to your daily business and personal life with a modest amount of adaptation and consideration to how you communicate. It is, potentially, that good!
I enjoyed this book so much I read it through quickly, putting flags on the pages and figures I wanted to review again before passing it on. Now, I am planning to check out Peterson and Riester’s other book “Conversations That Win the Complex Sale” to see what else I can learn about having better customer conversations.
The premise of the book is to create, elevate and capture value. It delves into many areas in how to achieve this: simply by asking the right questions, presenting differently and/or discovering unconsidered needs thereby gaining more of the customer's attention. It also provides step by step approaches for all concepts outlined.
This would have to be one of the better books I have read this year. For example, I have worked in the sales world for many years and this book has helped me focus on areas to improve and in the process capture more value; for both the customer and the sale.
Three key takeaways from the book:
1. A great conversation is the combinations of having the right message, using the right tools and leveraging the right skills. Sometimes we engage way too fast with the wrong tools at the wrong time with the wrong people. Therefore it is important to sharpen the saw in this area prior to engaging.
2. Whiteboarding is far superior in increasing the attention and retention of your customers versus powerpoint or zen presentations
3. Commoditised conversations should be avoided in a competitive sales cycle
Most recent customer reviews
It will force sellers to consider their differentiators, how to position them, what to look for when doing due...Read more