Selling From A To B: The Shortest Distance Between "Problem" And "Solved"

By Richard Chambers

An A-to-Z library of dozens of sales books isn’t required reading, because I’ve found that my students don’t need encyclopedic knowledge. They need a mental map to lead the customer from Point A — the customer’s current frustrating condition — to Point B — the customer’s desired business outcome. Lewis Carroll once observed that if you don’t know where you’re going, any road will take you there. My corollary: If you know where you are in the buyer’s journey, you will know exactly what to do next. The measure of how well your distributors and vendors assist you in moving along the journey is channel value.