Tony Stocker and Nigel Lawton
About The Book:
This publication is the first of two books planned to cover specific aspects of the sales processes, models and methodologies as taught by ESP concerning selling value, known as Payback Consultative Selling® (TM registered). This first publication deals with the selling aspect utilising ESP's ESPIRE® model. The second aspect of Payback Consultative Selling deals with negotiating prices to maximise margins having submitted a Payback Proposal (value proposition).
Sample commendation:
“This business book is ahead of its time. As a Managing Director of some 30 years within the competitive arena of Materials Handling, I wholeheartedly both recommend and applaud the principles of this publication. Adapting Payback Consultative Selling is a quantum leap from all traditional approaches and, when fully embraced, delivers high value to customers, all human resources and shareholders alike. Its principles require changes to many processes, including management, sales, marketing and support, particularly in the way in which they think and act, changes which have to come if the role of selling through people is to continue profitably. Well done ESP!” Larry Blackwell, former MD of Atlet UK
The deliverables:
Today effective sellers need to use the Payback Consultative Selling Process as the face to face value add tactical approach with decision makers in order to outposition and outperform those competitors who insist on conducting their business by providing quotations accompanied by brochures or specification detail. The latter outdated approach in effect asks Buyers to work out for themselves how a product or service might improve their business based on a description with or without a technical specification together with a price. Payback Consultative Selling applies measurable processes for calculating to what extent a service or a product will improve a customer’s business in financial terms if, indeed, it can be done via the Seller’s offerings.
The authors are the founder of Effective Strategic Psychology, Tony Stocker, and its Managing Director, Nigel Lawton, who are the Principals of the Organisation. ESP was established in 1985 and incorporated in 2002 and has since evolved to become the International Training and Management School that it is today.
The Authors have between them considerable experience and know-how in the commercial arena, having held senior posts in sales, marketing and management with corporate companies. This background, combined with their experience developed working with organisations large and small within Europe and the Americas providing ESP’s customised services, makes them specialists in the fields of building revenues and margins in highly competitive environments, using its core unique methodologies perfected over time.
Preface Extract 1:
Selling value through demonstrating payback requires considerable knowledge and skill and is the main focus of the ESPIRE® model. The knowledge and skill required is essentially in four areas:
• The potential values that exist and originate from within the Seller’s organisation, particularly the people and the company, in addition to products and services
• A thorough understanding about how their target market customers generate margin and profits from an operational point of view and how to obtain this critical information
• How to recognise which benefits will create financial gains to produce value and how to apply them to the customer’s operating circumstances to create that financial value
• How to construct and present a value add Payback Proposal to demonstrate how specific benefits will deliver measurable financial values and payback to a customer’s existing circumstances in order to close sales with a viable margin of profit for the Seller
In summary, Payback Consultative Selling is concerned with the process of identifying the current operating circumstances of a customer and how those might be improved from a financial standpoint by the application of any aspect of the Seller’s company through the supply of its products and services.
Preface Extract 2:
A further significant benefit of Payback Consultative Selling is that it provides Sellers with a methodology that enables them to generate incremental business outside of that generated from reactive leads. It is for this reason that many companies are adopting Payback Consultative Selling as a means of sustaining controlled growth. Payback Consultative Selling can be applied to almost any industry where the cost of the product or service is relatively high and its application will produce improved results equally in the software and hardware arena as well as capital goods and sophisticated services.
