Selling the Wheel

Selling The Wheel- Synopsis "I've tremendously enjoyed working with Howard Stevens," said Cox, "because he offers a complete picture of the sales universe. And that universe is quite diverse. His research shows you don't have to be the stereotypical, high-pressure closer in order to be successful. Indeed, in most cases, that's the wrong approach. It's a matter of knowing what to do and when."

In SELLING THE WHEEL, there are four essential selling styles. Each is suited to a different type of salesperson and matched to what customers value the most at a particular phase of the market's development. They are:

1. The Closer: With an almost evangelical enthusiasm, the closer sells not only the product, but also an entire concept, a dream, a better tomorrow. Playing to the customer's fantasies and desires, a closer is willing to do whatever it takes to make the sale whenever, wherever. This type is best at selling products and service based on new technology with little or no direct competition, where the potential gain for the customer is huge.

2. The Wizard: This salesperson has a technical education and sells high-tech, state-of-the-art products that are customized to meet an organization's requirements. Both a team player and a team leader, the Wizard enjoys the challenge of creating unique solutions and thrives on managing complexity – political (with respect to organizations), as well as technological.

3. The Builder: With an inner sense that the customer always comes first, this salesperson likes the entrepreneurial spirit of sales, but needs the security of an organization. Builders are the backbone of most business-to-business corporate salesforces. They sell well-accepted products (as opposed to "next wave" high-tech) and take a long-term approach based on solid relationships with their customers. They add value through creative problem solving, attention to details, and ensuring dependable delivery.

4. The Captain & Crew: This style is most...