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The Journey to Sales Transformation: 25 Axioms for Becoming a Trusted Partner to Your Customers [Paperback]

Bob Nicols Jr , Bob Sanders , Michael S. Mann

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Book Description

12 Jan 2012
In "The Journey to Sales Transformation: Twenty-Five Axioms for Becoming a Trusted Partner to your Customers" (ISBN 1466388552), Bob Nicols Jr. guides readers through the challenges associated with transforming sales organizations from being qualified vendors to becoming trusted partners for their customers. Told through the fictional parables and the lessons learned by his characters, the story provides a set of 25 truths that help define the hot business topic of "Sales Transformation" and acts as a self-assessment for any organization trying to drive higher revenue and margins by becoming the best partner for their customers. When a struggling technology company fires its Chief Sales Officer (CSO), the Board of Directors decides a "sales transformation" is required. Two candidates emerge as finalists for the CSO position. Phillip Evan Hawthorne is an up-and-coming, aggressive Sales VP from another high-flying technology company. Phillip's self-assured style and ability to bring in fresh talent makes him an appealing candidate. His only rival, Ben Delaney, is a retired Chief Sales Officer with no technology experience but a track record of consistent performance. Ben also has a penchant for storytelling as a means of sharing the truth about selling and possesses one big secret that only Phillip could truly appreciate. Interviewing for the position on the same day, Ben and Phillip are forced to sit in the same waiting area where their dramatically different personalities collide. As an agitated Phillip paces the room, Ben shares a story that Phillip is certain has no relevance for him or any other sane businessperson with a healthy sense of urgency. What he will soon find is that this is just the first of many stories Ben will share, each with an important and timely lesson for Phillip or anyone seeking to transform sales performance and customer relationships. Phillip ultimately wins the CSO position, but finds his aggressive management style and approach of replacing underperforming people isn't addressing the company's fundamental sales issues. That's when Phillip accepts what he believes to be a chance invitation to a cookout where he has the opportunity to meet with Ben. Seeing the relevance in Ben's stories and desperate to transform his own sales organization and deliver the results his board expects, Phillip decides to meet with Ben more regularly. As the two men embark on a journey to transformation, Philip listens to Ben's stories about things like fish fries, African proverbs, talent show judges, Homebuilders and Little League coaches. Through multiple revelations, Phil begins to transition his sales organization from one that delivers sub par performance using a random approach, to a high performance team utilizing clearly defined, formal processes for selling and sales management. Meanwhile, he undergoes his own personal transformation, as he not only comes to terms with his own challenges as a leader, but also his emotionally painful past. Nicols says his company's clients were the driving force behind this, his first book. For more than twenty years they have looked to his company, AXIOM Sales Force Development, to help them transform their own sales teams. These same customers validated the fundamental principles shared in the book. The result is a compelling read that will help senior executives, sales leaders and even individual salespeople transform their customer relationships and sales performance.

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Most Helpful Customer Reviews on (beta) 5.0 out of 5 stars  5 reviews
5.0 out of 5 stars "Are your sales people being allowed to fail?" 30 Dec 2012
By Peter Enslin - Published on
Format:Kindle Edition|Verified Purchase
This book is a wake up call to all sales leaders to embrace the accountability of ensuring that sales training progresses past the initial training to the ultimate goal of behavioural change in the sales force. Far too many sales people are being "allowed to fail" as reinforcement of the training material is simply being neglected.

Likes:This is one of a very few sales training books that focusses on the the absolute necessity of the post training phases. Without accountability, the sales team buy in and the pivotal role of sales managers as coaches, no sales training methodology can hope to maximise the teams true potential.

Dislikes: The storybook style of writing.... just give me the facts!

I will certainly recommend the book to all sales people and sales leaders.
5.0 out of 5 stars Recommend to all high performing sales professionals 30 Nov 2012
By Reg Nordman - Published on
A sales parable that talks to the sales manager/CSO. The teaching power of these stories is strong and effective. If you are the type of person who appreciates "stories" that teach, then this is your book. The points the author makes are very true and he does a great job at showing where today's sales organizations go off track. I appreciate his point on the need for process, structure and people in sales. We see poor process to be at the root of most poorly performing organizations. The summary at the back of 25 axioms (and the order in which you proceed) is worth the price of this book. Recommend to all high performing sales professionals
5.0 out of 5 stars Not just a Sales book 20 Mar 2012
By Becky C - Published on
Format:Paperback|Verified Purchase
Simply wonderful work by all 3 of the authors; readable story, memorable imagery, with touching and authentic anecdotes. Have purchased 3 more paper copies as gifts. Even if you only manage a household, deeper understanding of motivation and process will make your life easier and far more pleasant.
5.0 out of 5 stars The Journey to Sales Transformation is a must read for any Sales Professional!! 1 Mar 2012
By Jim DeLille - Published on
Format:Paperback|Verified Purchase
I love this book!
We get so caught up in numbers sometimes we can start to see our customers as a number or a paycheck. I had one of the best meetings I have had in a long time as a direct result of reading this book. I felt like the customer saw me as a trusted partner instead of a "typical salesman" for the first time in a while. I left the meeting really understanding the needs of his business. I will get new business in this old account!!

If you are in Sales or Sales leadership at any level, you owe it to yourself to read this Book!!
5.0 out of 5 stars Amazing Sales Based Content 13 Feb 2012
By David Scott - Published on
Format:Paperback|Verified Purchase
Love the way Bob relates everything to trust and learning. Trust is pivotal to all business relationships. Learning about your client's and ALL their gap's is also equally important.

This is a must read for anyone involved in sales. You will be hanging on with every word!
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