White Papers

Selling in Hard Times

1. The Five Questions Your Clients Are Asking
   Learn what business leaders are prioritising today, how successful sellers are creating demand rather than responding to it and the three strategies you can employ immediately.
2. 6 Assumptions all Sellers Must Now Question
   Find out the 6 distinct assumptions you must question to ensure that you face reality as it is and position yourself for success in a tough market.
3. Strategies for Hard Times
   What successful sales and marketing organisations should and should not do to succeed in a downturn.
4. Strategies for Hard Times II
   Work smarter not harder. Get back to basics by focusing on essential selling fundamentals.
5. Strategies for Hard Times III
   Even in a down economy, buyers still need your products and services. They still want value, and value = benefits – cost. Smart buyers will not automatically choose the lowest price; they’ll try to determine the best value.

1. Creating Real Value for Customers
   The purpose of a sales force is to create, not merely communicate, value. This paper explores different buyer types, and how the perception of value is different for each.
2. Escaping the Price-Driven Sale: How to Sell to Customers at a Premium
   If you offer your clients value they will actually erect barriers to the lower-priced competition. This paper explores the only four ways to create client value.
3. Prospecting for the Major Sale
   Successful sales prospecting requires a customer-centric and consultative approach. This paper details how to make your prospecting efforts more highly effective.
4. Rational Forecasting
   Accurate sales forecasting is a result of good sales strategy. This paper examines this important correlation, looks at how buyer behaviour effects forecasting, and how to construct accurate forecasts.
5. Selling to the C-Suite
   Trying to get to any C level or senior decision-maker is arguably the hardest part of a sellers job. Huthwaite's research suggests there are 3 things that will increase your odds of getting that appointment
6. The Age of the Gurus is Gone
   Understand the Changing World of the Sales Performance Industry – what has caused these changes, how, why and what it means for the future.
7. The Changing Role of Decision-Makers
   Find out how the affects of the velocity of information and quality revolution have changed the role of managers.
8. What Buyer Value Really Means
   There has been a tectonic shift in the way buyers view value. Do you know what it is?
9. Why Cross-Selling Fails
   If cross-selling initiatives can benefit buyers and sellers alike, why do they rarely succeed? This white paper explores the market forces driving the necessity for cross-selling, the typical reasons cross-selling initiatives fail and how companies can position and sell their expanded offerings more effectively.

1. Mythbusters: How Major Sales are Really Made
   Huthwaite research has debunked costly selling myths still believed by many in business today.
2. Why Bad Things Happen to Good Products
   Organisations continue to make mistakes when launching new products, setting both the product and the sales team up for failure. Understanding how the customer fits the equation can mean the difference between success and a costly return to the "drawing board".

1. Building Interactive Skills
   Reviews common mistakes made when implementing skill change and how to overcome them.
2. Evaluating Sales Training
   ROI, measurement, assessment, validation. There are a lot of terms used around the definition of evaluation, but what do they really mean?
3. Measuring Sales Effectiveness
   A comprehensive overview of Neil Rackham's sales effectiveness research studies in major corporations and how he was able to prove the effectiveness of SPIN training.
4. Measuring The Impact of Sales Training
   Why simple results measurements often fail and why continuous improvement measurement is highly effective in gauging the effectiveness of sales training.
5. The Four Truths of Behaviour Change
   Many organisations fail at bringing about behaviour change through sales performance improvement training because they do not adhere to these undeniable truths.
6. The Great Sales & Training Divide
   Learning and development professionals can do far more than provide product training, but are they seen as a strategic asset by your sales organisation? Do the right people appreciate the role that training can play in improving sales effectiveness? This white paper explores the disconnect between the sales and training functions and how they can be aligned to provide genuine skill improvement and long-term business results.
7. Finding the Sweet Spot
   This paper examines how learning and development can become a strategic asset and a trusted partner to the sales leaders in your company.

1. Coaching Decoded! A Practical Guide for Sales Managers
   NEW! A must-read for anyone who understands the importance of coaching but is looking for help to execute it successfully. This white paper offers an in-depth "how-to" for sales leaders and managers.
2. Achieving a Sustainable Competitive Advantage
   This paper looks at why it's not what you sell that is important, but how you sell. It examines the importance of sales managers building a sales culture.
3. Six Characteristics of World-Class Sales Coaches
   Explores six crucial management components of best-of-breed sales forces.

1. How to Create Value for MedTech Buyers
   In an era of managed care, commoditisation and cost controls, differentiation no longer exists in what you sell, but rather in how you sell. Value resides in the expertise the seller brings to the table-expertise for which buyers are willing to pay a premium.
2. Creating Real Value for Banking Clients
   NEW! With many competing banks offering similar - if not identical - offerings, it's hard to differentiate yourself from the crowd. Read this white paper to gain insight on standing out.
3. Creating Real Value for IT Customers
   The key to creating value for IT customers is to provide insight not information. Read more in our white paper...
4. Creating Value for Healthcare Providers
   This white paper adapts Huthwaite's three buyer modes to the unique challenges of selling to the healthcare professional.
5. Creating Value for Physicians
   The sales force that can create value-oriented relationships with physicians has a distinct advantage over the competition. This paper details how to accomplish this.
6. Avoiding the Traps in Selling Professional Services
   Effective professional services relationships should be based on collaboration between adviser and client. Read this paper to discover the three characteristics of the successful consultant.
7. Beating the Competition in Today's Insurance Marketplace
   Learn how insurance providers can create customer value and competitive differentiation in a commoditised marketplace.

1. Effective Lead Generation
   Since value is at the crux of any sales transactions, it's important to segment customers by their value expectations. This paper looks at Huthwaite's Buying Cycle™ from a marketing perspective.