Selling in a new market space

Your new product has changed the rulesof the market. Now, you have to changethe rules for selling it . . .Providing a truly innovative product or serviceis the difference between life and deathfor companies today. But once you've producedit, you have to answer the next bigquestion: How do I sell this unique offeringto customers who don't even know they havea need for it?Brian C. Burns and Tom U. Snyder compared27 highly successful emerging-growth andstart-up corporations with 78 less successfulcompanies in similar fields. The difference,they learned, lies neither with the productnor with marketing but with the sales strategy.In short, the losers relied on conventionalsales methods; the winners deployed a uniquesales strategy that focused on how organizationsmake decisions.Selling in a New Market Space helps youdevelop a sales strategy to approach potentialbuyers the right way—the first time around—using what the authors call the "MaverickMethod." This game-changing guide explains:What Maverick sellers do differently andwhy they hold the key to your successWhere to find salespeople with the skillsfor selling to a new marketHow to create early market segmentsand marginalize competito