I first saw this book on Seth Godin’s blog. His quote was enough:

“There are very few books that actually think about what it means to sell something.”

I feel the same way about this book. This is not a tactical book like The Little Red Book of Selling. When you look at sales from a strategic standpoint, you can’t avoid seeing the customer – seeing their problems, seeing their measurements, and seeing their viewpoint

Author Marc Miller says that he is following in the footsteps of Neil Rackham’s Spin Selling and focuses his book on large sales. He says that three dynamics are at play requiring a change in the way selling is done

• Innovations are becoming commodities at a quickening pace and selling innovation is hard.
• Buyers of commodities don’t need help from salespeople.
• Technology will eliminate physical distance and cost of sales will continue to drop.

As the book goes on, Miller spends time on the practical aspects of selling in this new environment. You will see the psychology of the customer, the questions you should ask, and tactics that will moving prospects from the “shopping stage” to “apprehension stage”.

I am bigger fan because Miller has a blog and is writing about concepts in the book every day (you will often find him referring to page numbers in the book).