Value Capture Selling

How to Win the 3rd Sales Transformation

Jean-Claude Larreche

• Publisher: Wiley
• Year: 2023
• Print ISBN: 9781394158584
• eBook ISBN: 9781394219841
• Edition: 1
• Topic: Business
• Subtopic: Marketing
• Index: Business

"The sales book of the decade" — Selling Power magazine Value Capture Selling is the first book to directly address one of the most destructive shortcomings in sales organizations today. Author JC Larreche's approach is so innovative that Selling Power magazine named it "The sales book of the decade." For years, sales professionals have focused on creating value for their customers—the first phase in selling. However, in today's fast-moving world of business, that is just not enough. Under increased financial pressure, businesses today are being pushed to move to an emphasis on the second phase of selling: the capture of corporate value. However, as all-too-many business leaders are finding out to their great dismay, sales professionals have not been trained in the techniques for the capture of corporate value, and they are at the mercy of very well-trained and tough professional buyers. Value Capture Selling is the first book to address this gap. It is specifically designed to provide sales professionals—both veteran and new alike—with a complete roadmap for making the transition from value selling to value-capture selling, including:

• Why the creation of corporate value—short, medium, and long term—is essential for the firm and its internal and external partners
• How to master the key drivers of corporate value: profitability, market share, and customer satisfaction
• How to prepare for value capture
• How to frame strategies and tactics for value capture
• How to close deals for higher corporate value capture

Value-capture selling is the current challenge for corporations and sales professionals everywhere—making the transition from a revenue objective to a focus on corporate value. This requires a fundamental shift from a strong belief that bigger is better to a new creed that richer is better. It is what JC Larreche, professor emeritus at INSEAD and an expert on sustainable value creation, calls the 3rd Sales Transformation. In a future marked by escalating financial pressures, the significance of value capture will only grow, and in Value Capture Selling, JC Larreche provides sales professionals everywhere with the tools they need to become masters at this new art!

Praise for Value Capture Selling:

"Most sales forces focus only on revenue, not value capture. Larreche's book can help you make the necessary transition. If you are in Sales, read it because the data revolution is increasing scrutiny from Finance and others in your firm about how selling efforts build or destroy enterprise value. And if you are a C-Suite executive, read it carefully, because selling affects core elements of value creation."
?Frank Cespedes, Harvard Business School, author of Aligning Strategy and Sales and Sales Management That Works

"Value Capture Selling is a very compelling and complete work that illustrates well the challenges of the transition from product value to corporate value—both for the customer and for the supplier. JC Larreche lays out a powerful framework for any sales professional anywhere to win in this new world of selling!"
? Laurent Beraza, Director - UK, Germany, France - Microsoft Solutions Support Sales

"Value Capture Selling gives us the powerful insights required to capture more value for our company while keeping the customer at the center—right where they belong."
? Anna Campagna, Sr. Director Global Sales, HEINEKEN

Table of contents

• COVER
• TABLE OF CONTENTS
• PRAISE FOR ACADEMICS, AUTHORS AND PRACTITIONERS
• TITLE PAGE
• COPYRIGHT
• PREFACE
• CHAPTER 1: THE ADVENT OF VALUE CAPTURE
• CHAPTER 2: THE CREATION OF CUSTOMER VALUE
• CHAPTER 3: THE CREATION OF CORPORATE VALUE
• CHAPTER 4: MASTERING MULTIPLE OBJECTIVES
• CHAPTER 5: STEERING CUSTOMER SATISFACTION
• CHAPTER 6: THE LEADERSHIP ATTITUDE
• CHAPTER 7: PREPARATION FOR VALUE CAPTURE
• CHAPTER 8: VALUE‐CAPTURE STRATEGY
• CHAPTER 9: VALUE‐CAPTURE TACTICS
• CHAPTER 10: VALUE‐CAPTURE CLOSURE
• CHAPTER 11: WIN AND LEARN, LEARN TO WIN
• EPILOGUE
• THANK YOU, DEAR READER
• ACKNOWLEDGEMENTS
• ABOUT THE AUTHOR
• INDEX
• END USER LICENSE AGREEMENT