Must-Win Deals: How to Close Them (and Why We Lose Them)

In this crisp, accessible read, Steve Thompson brings value back to the light of day by highlighting the four key challenges that make it difficult for customers to award must-win deals to you.1. They don’t understand your value proposition.2. They can’t connect their value goal with your proposal.3. Your price is too high, and you don’t have a negotiation plan to keep value in the deal.4. They don’t know the past value you’ve delivered.Some–or all–of the above are why Must-Win Deals is a must read for you and everyone on your salesteam.FROM THE BOOK“Value is (and always will be) the real currency of B2B selling.”“No search engine can provide the answer to the most important question a customer asks when making a buying decision: Who really understands me and what I’m trying to accomplish?”“What most sales people don’t appreciate is that the risk and uncertainty is magnified on the buyer side. After all, they’re the ones committing to spend often huge sums of money.”“With all of the risk and uncertainty on the buying side, why are we on the selling side having a party? Because what we sellers consider ‘the show,’ buyers view as an achingly slow and often painful prelude to what they consider the main event.”