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The Collaborative Sale


"Keith Eades and Tim Sullivan share a passion for raising the quality of the sales profession. They have taken a close look at the recent changes in buyer behavior and developed a modern view of what effective sellers need to do to succeed in today’s world. The Collaborative Age of Selling is now upon us. The Collaborative Sale will help you make the transition."

Dave Stein, Founder and CEO, ES Research Group, Inc.


"With the pace of innovation continuing to accelerate, buyers can become overwhelmed with the amount of information that is available to them. As a result, they are looking for salespeople who can help them in making an educated decision, define the optimum solution, and attain a maximized return on investment. The job of the sales person is to work with buyers collaboratively to provide them with the right resources, insights and information to help buyers make that educated decision. In The Collaborative Sale, Keith Eades and Tim Sullivan describe how sales professionals can engage with today’s buyers successfully to do this."

Jim Ninivaggi, Service Director of Sales Enablement Strategies, SiriusDecisions


"Our research shows that successful selling requires collaboration – talking to resources within your organization, and both listening and participating in conversations with buyers. The challenge for sellers is knowing how to collaborate effectively – how to matter to people so that you can be an important contributor to what they are looking to accomplish. The Collaborative Sale provides useful and practical guidance for sales professionals about how they can collaborate, and make a difference to their customers."

Peter Ostrow, Vice President and Group Director for Sales Effectiveness & Strategy, AberdeenGroup


"The buying process is changing. The myriad of ways that information is available has changed the dynamics of the sales conversation. Sales professionals need to adapt, in order to succeed – they must know how to engage with an informed and savvy buyer, in order to win their business. Keith Eades and Tim Sullivan, in The Collaborative Sale, describe the reasons for these changes, and what sellers can do to align with buyers’ newly evolving expectations."

Jim Dickie, Managing Partner, CSO Insights

The Collaborative Sale

Solution Selling® in a Buyer-Driven World

Authors: Keith M. Eades and Timothy T. Sullivan

Buyer behavior has changed the marketplace, and sellers must adapt to survive

The Collaborative Sale: Solution Selling in a Buyer-Driven World is the definitive guide to the new reality of sales. The roles of buyers, sellers, and technology have changed, and collaboration is now the key to success on all sides. The Collaborative Sale guides sales professionals toward alignment with buyers, by helping them overcome their problems and challenges, and creating value. From building a robust opportunity pipeline and predicting future revenues to mastering the nuances of buyer conversations, the book contains the information sales professionals need to remain relevant in today's sales environment.

Buyers have become more informed and more empowered. As a result, most sellers now enter the buying process at a much later stage than the traditional norm. The rise of information access has given buyers more control over their purchases than ever before, and sellers must adapt to survive. The Collaborative Sale provides a roadmap for adapting through sales collaboration, detailing the foundations, personae, and reality of the new marketplace. The book provides insight into the new buyer thought processes, the new sales personae required for dealing with the new buyers, and how to establish and implement a dynamic sales process. Topics include:

  • Selling in times of economic uncertainty, broad information access, and new buyer behavior
  • Why collaboration is so important to the new buyers
  • The emergence of new sales personae – Micro-marketer, Visualizer, and Value Driver
  • Buyer alignment, risk mitigation, and the myth of control
  • Situational fluency, and the role of technology
  • Focused sales enablement, and buyer-aligned learning and development
  • Implementation and establishment of a dynamic sales process

The book describes the essential competencies for collaborative selling, and provides indispensable supplemental tools for implementation. Written by recognized authorities with insights into global markets, The Collaborative Sale: Solution Selling in a Buyer-Driven World is the essential resource for today's sales professional.

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Sales Performance International

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Sales Performance International (SPI) is a global sales performance improvement firm dedicated to helping the world's leading corporations elevate their sales relationships and drive measurable, sustainable revenue growth and operational sales performance improvement.

SPI has assisted more than 1,000,000 sales and management professionals in more than 50 countries and 14 languages to achieve higher levels of performance.