Author Jeffrey A. Koser Says 'Don't Waste a Sales Crisis -- Retool your Sales Department Now'

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Koser, CEO and founder of Selling to Zebras, LLC, and the co-author of the award winning book "Selling to Zebras", releases valuable tips for organizations to take advantage of the record breaking financial crisis to "retool" sales to ensure short term survival and long term growth.

Alan Murray in his The Weekly Guide to Managing Your Money article titled "2009 Could Be Better Than You Think", published recently in the Wall Street Journal, quoted Rahm Emanuel, President elect Obama's chief-of-staff-designate as saying "You never want a serious crisis to go to waste". Emanuel made this comment while speaking at the Wall Street Journal's CEO conference.

These words also apply to your sales department.

What do Rahm's words have to do with sales and selling more? Everything.

Author Jeff Koser says, "Your sales and sales management departments are competing for business in a market driven by fear and noise from the current record breaking financial crisis. Competition will come from like companies, and from every other alternative use of your prospects available discretionary capital. Don't waste this sales crisis-retool your sales department now!"

Koser offers these tips to help your company survive, stay focused, and put you in a position to achieve long term growth.
1. Focus where you create verifiable value: Executives don't want to know what you can do, they want to know what you have done-over and over again. Executives buy based on value and comfort. Expertise helps create comfort. Stay where your expertise is so strong that you have answers to questions that they don't even know to ask! That is a modern definition of expertise.

2. Quantify your value: Utilizing an industry statistics based value claim about your solution is weak. Specific knowledge of the business issues your solution solves, and the subsequent value generated when you solve them are paramount in this environment. Buyers want to know that your advertized results are repeatable for them.

3. Partner to verify your value: The number one reasons executives do not purchase cost justified solutions is because they don't believe their own people "can do it". Partner with the process and solution owners your executive decision maker trusts to gain an understanding of the organizations readiness and ability to implement your solution. Leverage this understanding and build a proposal that has everything you know will be needed to be successful.

4. Present the EVA of your solution: In these tough economic times your greatest competition will be apathy (non-decision). Your project will compete with ever other use of the available capital dollars. To overcome apathy and fear, present the classic ROI and payback period, but also learn to present the economic value add (EVA) of your solution. EVA is the most prolific form of value claim because it demonstrates the value your solution provides over-and-above the best project return your prospect is considering.

5. Build a "force success" proposal: What amount of education will your prospect need to be successful? Include it. Are independent partners providing part of the solution? Then you will need partner management. Include it! Include a change management component in your solution. To ensuring your customer is successful and that you help "Force that Success" your proposal needs to include all of product, education, consulting, executive management, change management, partner management, and overall customer service and support needed to all but guarantee your prospect will achieve the expected value. If you presented the EVA of your solution as recommended in step 4 above your robust proposal will actually create comfort and help overcome the number one reason an executive doesn't approve a cost justified solution chronicalled in step 3.

Selling to Zebras" is being talked about as "…book may be most valuable to CEO's and General Managers whose companies' performance relies so heavily [on] the ability of their sales organizations' ability to close deals." - Kenneth C. McMillan, CEO, TEC Chair, and Vistage member (

"Jeff and Chad Koser wrote a book that I consider one of the best sales books I have read in the last decade. What made this book interesting was their methodology and process for identifying a company's best prospects. They developed a very scientific analytical model that can be used by any company." - Marc Kramer, Wharton School of Management

About Jeff Koser and Selling to Zebras, LLC: Jeff is the founder of Selling to Zebras, LLC, a sales consulttancy established in 1999 that works with CEOs, top executives, and sales forces of both large and small organizations including: American Express, Kronos, Smart Choice MRI, and StarCite. Jeff and his family live in Hartland, Wisconsin. Koser is the former Chief Operating Officers of Baan USA, Inc's Supply Chain Software Division. Koser is also a member of TEC 60.
Contact information: Jeff can be reached @ mobile phone (414) 659-1494,,,


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