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Book Description

Jeff Cox displayed his remarkable gift for translating complex theories into entertaining stories as the coauthor of Zapp! and The Goal. Now, in collaboration with sales and marketing guru Howard Stevens, CEO of the H. R. Chally Group, he tells a story in the style of an ancient parable to reveal vital lessons gleaned from decades of research on salespeople and customers -- lessons that will help you identify the right way to sell successfully.

Selling the Wheel recounts the story of Max, the resourceful fellow who invented the Wheel and found himself faced with the challenge of convincing people to accept his breakthrough innovation. In so doing, it demonstrates four essential selling styles, each requiring a distinctly different type of salesperson and selling approach. As Chally's research clearly shows, no company can be all things to all customers: sales tactics and strategies must change as technologies and markets mature to reflect new values demanded by customers. Written with humor and filled with practical insights, Selling the Wheel will be treasured by managers, salespeople, and entrepreneurs everywhere.

Amazon.com

Jeff Cox has done it again. The coauthor of Zapp! and The Goal--bestselling business books that employ engaging fictional tales to advance a slew of practical suggestions--now teams with marketing specialist Howard Stevens to do for sales what his previous efforts did for motivation and productivity. In Selling the Wheel, he crafts a witty story around solid sales fundamentals that Stevens has gleaned from a quarter-century of research and analysis. Its hero is a fledgling old-time entrepreneur named Max who invents the wheel but can't get anybody to buy one. With marketing assistance from his wife ("In the olden days," Cox explains, "women almost always did the marketing"), and guidance from a cave-dwelling wise man, Max ultimately succeeds with help from four distinctly different types of salespeople, dubbed Closer, Wizard, Builder, and Captain. While this may sound silly when taken out of context, the story is entertaining and, more important, filled with sound tips that could help sales professionals and their managers deal with varying evolutionary phases of any product or service. Among its many nuggets: "Silence has been used for centuries as a closing technique. The game is simple. After asking a closing question, say nothing--because the person who speaks next loses."

　　　　　　　　　　　　　　　　　　　　　　　　　　　　　--Howard Rothman

From Library Journal

Cox Zapps! us with another business fable.

From Booklist

Cox is a professional writer who has teamed with various business experts to use fable and fiction to help explain management concepts. Zapp! The Lightning of Empowerment (1989) and Heroz (1994), written with William Byham, are best-selling examples of Cox's technique. Stevens is CEO of H.R. Chally, an Ohio-based company that researches and establishes benchmarks for sales management and marketing practices. Cox and Stevens previously collaborated on The Quadrant Solution: A Business Novel That Solves the Mystery of Sales Success (1991). Here, they use a parable about the invention of the wheel and the difficulties encountered in trying to convince people of the need for the new device. They show that there are four different selling styles and that they must be matched to customers, who have their own sets of experiences and expertise. The authors' story shows how entry into and withdrawal from markets, pricing, corporate image, sales force compensation, and new product development all influence the degree to which such matches can be made.

　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　David Rouse

Book Dimension :

length: (cm)21.6 　　　 　　　　　 　　　　　 width:(cm)14

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1.先知者解释道： “ 归根结底，需要你做出一个重大决策。要么选择技术路线， 要么选择市场路线。 ”这就涉及第二个选择：你可以走市场路线，向日益庞大的由经验丰富的客户构 成的市场销售标准化轮子。 让公司进入不断成长的市场环境，那么你就必须 采用一套全新的营销计划和一种完全不同的销售模式。 ”

2.你所要做的，就是每年都提供一种 比上一年的产品稍加改进、功能略微丰富的产品，并且成本也要一点点降低。

3.如果你是阿 特拉斯四轮货车公司的管理者，你对供应商会有什么期望呢？ ”“ 可靠。 ”“ 关注细节。 ” “ 精明强干，决不会出错。 ”“ 销售人员有能力以最快的速度将事情处理好。

4.这意味着你的企业可以通过提供特殊的产品或服务而生存下去。“ 从根本上讲 ，你只有两个选择：要么寻找特殊类型轮子的利基市场，即小众市场，要么寻求 主导轮子的大众市场。 ”

5.当市场成熟时，企业所需要的是更多的小步骤的产品改进，而非重大的产品革 新 。之前，轮子之间的差别人们区分出它是哪种品牌，如今这样的差别越来越细微了。

6.要想使交易 顺利达成，最好的方式就是有效化解客户不去购买的两个主要且根本的问题。

第一：这确实是最实惠的价格吗？

第二：在这里购物会带来不必要的麻烦吗？

很自然，要做成一笔业务，对第一个问题肯定要回答说 “ 是 ” ，对第二个，必 须回答说 “ 不会 ” -- 推销员回答的口气越诚恳，潜在买家越有可能掏腰包。

7.正如领袖所知，提供售后服 务需要付出成本，并且最好的策略往往是提供一个低廉的产品价格，然后对任何相关的售后服务单独收费。

8.“ 归结到一点：市场竞争的主要手法是尽一切努力排除成交的障碍。 ”

“ 为了理解什么是方便，可以先看看与之相反的一面：不便。我们不禁会问， 什么有可能造成客户的不便呢？“ 造成不便的一个原因是距离。如果商店距离客户太远，购买就...

每次销售的缔结源于我抓住了客户的恐惧心理或者渴望心理或者是二者的结合体。

销售的六大基础性问题

1、谁是我们的客户？

2、谁是我们的竞争对手？

3、为什么客户会需要我们所售的产品？

4、什么会促使他们更愿意从我们这里行购？

5、他们为什么愿意从我们的竞争对手手中购买？

6、我们的销售人员应提供哪些增值服务以达成交易？

先知者奥兹的六火基础性问题

1、谁是我们的客户？

2、谁是我们的竞争对手？

3、为什么客户会需要我们所梢售的产品？

4、什么会促使他们更愿意从我们这里进行购买？

5、他们为什么愿意从我们的竟争对手手中购买？

6、我们的销售人员应提供哪些增值服务以达成交易？

九步营销法

营销

1，营销沟通，旨在树立一个双引人们的注意力并使他们产生兴趣的形象。

2：清费勘察：旨在鼓动与那些有可能成为客户的人进行联。

3。甄别潜在客户：不需要将时问波费在设有购买需求的客户身上

销售

4.演示销售人员应具备一种能力，即根据签字客户的具体衡求和意愿进行演示。

5解决异议：附售人员清除阻碍潜在客户购买的种种停碍，达成销售的一种方法。

6缔结销售：即说服客户答应购买的做法和艺水。

服务

7.服务执行：日在提高客户满意度。

8.建立关乐：客户与销售人员或者公司在完成第次合作之后所进行的个人联系

9.重复业务：这也是无尽财富的源泉，同时也是提供优质服务和创建良好关系的原因所在。

米妮的提示……

先知者奥兹的六大基础性问题

1、谁是我们的容户？

2、谁是我们的竞争对手？

3、为什么容户会需要我们所销售的产品？

4、什么会促使他们更愿意从我们这里进行购买？5、他们为什么愿意从我们的竞争对手手中购买？6、我们的销售人员应提供哪些增值服务以达成交易？

书籍介绍

Book Description

Jeff Cox displayed his remarkable gift for translating complex theories into entertaining stories as the coauthor of Zapp! and The Goal. Now, in collaboration with sales and marketing guru Howard Stevens, CEO of the H. R. Chally Group, he tells a story in the style of an ancient parable to reveal vital lessons gleaned from decades of research on salespeople and customers -- lessons that will help you identify the right way to sell successfully.

Selling the Wheel recounts the story of Max, the resourceful fellow who invented the Wheel and found himself faced with the challenge of convincing people to accept his breakthrough innovation. In so doing, it demonstrates four essential selling styles, each requiring a distinctly different type of salesperson and selling approach. As Chally's research clearly shows, no company can be all things to all customers: sales tactics and strategies must change as technologies and markets mature to reflect new values demanded by customers. Written with humor and filled with practical insights, Selling the Wheel will be treasured by managers, salespeople, and entrepreneurs everywhere.

Amazon.com

Jeff Cox has done it again. The coauthor of Zapp! and The Goal--bestselling business books that employ engaging fictional tales to advance a slew of practical suggestions--now teams with marketing specialist Howard Stevens to do for sales what his previous efforts did for motivation and productivity. In Selling the Wheel, he crafts a witty story around solid sales fundamentals that Stevens has gleaned from a quarter-century of research and analysis. Its hero is a fledgling old-time entrepreneur named Max who invents the wheel but can't get anybody to buy one. With marketing assistance from his wife ("In the olden days," Cox explains, "women almost always did the marketing"), and guidance from a cave-dwelling wise man, Max ultimately succeeds with help from four distinctly different types of salespeople, dubbed Closer, Wizard, Builder, and Captain. While this may sound silly when taken out of context, the story is entertaining and, more important, filled with sound tips that could help sales professionals and their managers deal with varying evolutionary phases of any product or service. Among its many nuggets: "Silence has been used for centuries as a closing technique. The game is simple. After asking a closing question, say nothing--because the person who speaks next loses."

　　　　　　　　　　　　　　　　　　　　　　　　　　　　　--Howard Rothman

From Library Journal

Cox Zapps! us with another business fable.

From Booklist

Cox is a professional writer who has teamed with various business experts to use fable and fiction to help explain management concepts. Zapp! The Lightning of Empowerment (1989) and Heroz (1994), written with William Byham, are best-selling examples of Cox's technique. Stevens is CEO of H.R. Chally, an Ohio-based company that researches and establishes benchmarks for sales management and marketing practices. Cox and Stevens previously collaborated on The Quadrant Solution: A Business Novel That Solves the Mystery of Sales Success (1991). Here, they use a parable about the invention of the wheel and the difficulties encountered in trying to convince people of the need for the new device. They show that there are four different selling styles and that they must be matched to customers, who have their own sets of experiences and expertise. The authors' story shows how entry into and withdrawal from markets, pricing, corporate image, sales force compensation, and new product development all influence the degree to which such matches can be made.

　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　David Rouse

Book Dimension :

length: (cm)21.6 　　　 　　　　　 　　　　　 width:(cm)14

• 作者：娃娃菜 发布时间：2019-08-03 19:09:36

  先读完行人，草枕

• 作者：. 发布时间：2011-06-19 23:06:12

  哥收藏了全套100本！

• 作者：D 发布时间：2021-03-23 17:50:51

  57

• 作者：老吉姆 发布时间：2019-01-06 10:28:04

  生动有趣的讲述销售的进化史，口语化的表达使得这本书并不难读，文末的总结值得反复思考回味。

• 作者：宝宝TWO 发布时间：2023-10-01 15:54:25

  确实不喜欢用一个冗长的故事来讲一个点这种方式

• 作者：CYMK 发布时间：2024-01-03 12:59:08

  总体上还不错，对香港的剖析比较深入，但有些观点过于想当然了

• 一本关于创业与销售的商业小说——《卖轮子》读书笔记

  作者：周猫又 发布时间：2012-03-23 16:56:35

  《卖轮子》读书笔记 2012-3-20

  杰夫•科克斯 霍华德•斯蒂文斯 著

  概括：这是一本讲述销售方法论的商业小说。以埃及时代一个发明了轮子的人如何白手起家，雇佣不同的销售人员，不断转型，最终成功打开市场，成为轮子市场的领导者的故事。

  主要观点：作者认为一个新技术产品的市场一般要经历四个阶段：

  一、

  诞生阶段：技术是全新的，革命性的，大多数人无法理解其先进之处。

  二、

  快速增长阶段：技术开始快速进步，产品增加了许多功能，变化日新月异，定制用户出现。

  三、

  渐进增长阶段：技术被广泛使用，了解产品技术的人越来越多，产品的改进速度变慢，产品多样化丰富。

  四、

  成熟阶段：技术已经标准化，产品已经商品化，市场竞争者极多。

  而在不同的阶段要针对不同的客户，采取不同的销售策略，雇佣不同的销售人才。

  一、

  客户：

  （一）

  新潮之人：有钱有闲有远见，愿意尝试新鲜技术

  （二）

  革新派客户：行业中的领导者，需要先进的解决方案或产品性能，但要求详细的定制方案。对技术信任度不高，因此要提供其详细的、可靠的方案和计划。

  （三）

  关系客户：对产品十分熟悉，对产品可靠性、稳定性的要求最高。销售人员要靠长期关系赢得此类客户信任。

  （四）

  全球客户：最大的需求就是价格最实惠、购买最方便。

  二、

  销售员：

  （一）

  缔结者：拥有超强的个人魅力，是梦想和未来的贩卖者，仅靠一两次接触就能成交

  （二）

  向导者：对技术十分了解，能够根据不同客户要求研发解决方案。

  （三）

  关系建设者：善于靠日积月累的公关赢取客户信任，能够尽可能为客户利益着想。

  （四）

  销售领袖：带领一众普通销售人员，用标准化的客户服务卖尽量多的产品。

  三、

  销售策略

  （一）

  缔结者：市场还非常小，潜在客户极少。需要拥有高端人脉关系的销售人员去打开市场。

  （二）

  向导者：大多数人对新产品依然不太了解，需要耐心的，有技术的人员针对客户的问题定制解决方案，才能赢取信任。

  （三）

  关系建设者：市场快速扩大，竞争者增多，需要最大限度地为客户利益着想才能赢取客户，甚至要暂时牺牲一点公司利益去保住客户。

  （四）

  销售领袖：市场已经接近饱和，商家之间以价格战抢客户，能够提供最优服务和最超值产品的商家才能保持领先。但一般到这种阶段，利润已经十分低，公司要决定是否转型，开发新技术，做创新型公司；还是不断降低成本，做大卖场公司。

• 简洁却不简单的“卖轮子”

  作者：唧唧歪歪 发布时间：2011-06-22 10:29:07