The Cinnamon Story - Softcover

Slattery, Terry

Softcover

ISBN 10: 1732082707 ISBN 13: 9781732082700

Publisher: Slattery Sales Group, 2018

One day, Avery Davis came into Terry Slattery’s office, slumped down in the chair across from him and said, “I lost my biggest customer. They’ve been with me for ten years and they went to another supplier because they could buy cinnamon from that other supplier at three cents per pound lower than I could sell it to them. Three cents! How do I get this customer back?” Terry’s response was: “Maybe you can’t.” Then, he held up three fingers. “You won’t get them back until you can answer these three questions.” So begins The Cinnamon Story, a business fable based on sales training techniques with thousands of organizations and Terry Slattery’s more than 30 years of using dirt-simple sales principles to win complex sales. What you will quickly learn when reading this short story, however, is that dirt-simple concepts don’t always translate in high-pressure sales situations when you’re forced to compete on price. Terry dishes out his no-nonsense advice as his own character in the book. His flair for storytelling offers a hard-hitting moral: if you don’t understand your company’s differentiating value to the real customer during negotiations, you’re sunk. Get your DV right, and then make sure you’re talking to the right customer. Understand the consequences to that customer of NOT choosing your company, and then ask that customer about your DV with the right questions. Sounds simple, right? The more you follow the story of Avery, the cinnamon supplier, the more you realize that sales is at least three-fourths strategy and homework and only one-fourth in actual negotiations. Terry walks readers through the steps of identifying their differentiating value and how to take price out of the equation in complex sales. If you’re sick of losing to commodities and the low-balling competitors in your industry, it’s time to read The Cinnamon Story and take a fresh look at your competitive value.

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About the Author:

Over the past 31 years, Terry Slattery has helped over 2,100 clients grow revenues and margins. He has developed value differentiation strategies for clients in more than 100 industries, re-engineered their sales processes, and trained and coached executives and sales organizations. From home-based enterprises to Fortune 100 companies, Terry has helped his clients increase their top-line revenue and decrease their selling costs.
Terry created Wimp JunctionTM—a program that teaches sales people how to recognize and eliminate nonproductive sales behavior during complex sales—and has helped tens of thousands of sales people improve their sales productivity.
Terry was a leading new business salesperson at IBM, where he first began using value differentiation. As a sales executive at other tech firms, he managed global relationships for the largest accounts, selling engineering systems, data communications, decision-support systems and transaction processing.
When he is not helping companies grow, Terry is playing blues and jazz piano and searching for the world’s spiciest cuisine.

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