本书从独特的视角详细阐述了销售过程中的两大阶段：为客户创造价值；为供应商企业创造价值。对于后者，这无疑为销售人员提供了一种引人注目且强大的新思路。当前，为了应对不断变化的销售环境，销售的目标发生了重大转变，从提供收入转向创造企业价值。毫无疑问，本书为这一转变提供了清晰的路线图，并帮助读者更深入地了解以客户为中心的价值销售模式，引导销售人员找到一个更有效的谈判定位，在满足客户需求的同时为企业获取更多的价值。本书值得每位销售人员、管理者和企业家一读,它揭示了销售转型的核心秘密，能帮助你在第三次销售转型中抢占先机，成为价值获取的赢家。
让-克洛德·拉雷谢，国际知名商学院欧洲工商管理学院(INSEAD)名誉教授。除了丰富的学术生涯，他还曾为许多全球知名的公司提供咨询服务，并在几家公司的董事会任职。他还是体验式学习解决方案提供商StratX Simulations的创始人兼董事长。
唐国华实战派营销顾问，训战合一教练。国内某著名运营商“客户经营及铁三角精英计划”核心导师。具有20多年的营销及管理实践经验，曾服务于世界500强企业，历任大客户经理、销售顾问、销售经理、销售总监、大中华区总经理、亚太区销售总监，以其丰富的实战经验和扎实的理论功底帮助企业提升销售绩效。
第1 章 价值获取的出现·····································································.1
推动式销售——推销·····································································.4
三次销售转型··············································································.5
登上变革的列车，成为价值获取冠军···············································.10
变革之路的第一步·······································································.11
本书的结构················································································.12
第2 章 客户价值创造·······································································.15
从产品销售到客户价值销售···························································.17
第一次销售转型··········································································.20
第二次销售转型··········································································.28
以客户为中心有助于实现第二次销售转型·········································.35
客户价值的创造只是故事的一部分··················································.37
第3 章 企业价值创造·······································································.39
通用电气的大转型·······································································.42
价值破坏的根源··········································································.44
改变衡量企业成功的标准······························································.46
企业价值创造的业务转型······························································.49
企业价值创造的驱动因素······························································.52
第4 章 设定多个目标·······································································.55
从销售第一阶段过渡到销售第二阶段···············································.58
收入管理系统与价值获取文化························································.59
根据激励开展谈判·······································································.60
驾驭企业价值创造的三个驱动因素··················································.68
销售人员的角色升级····································································.71
第5 章 提升客户满意度····································································.73
客户满意度与企业价值·································································.75
客户满意度调查··········································································.77
第6 章 培养领导者心态····································································.87
为什么你要成为领导者·································································.89
什么是领导力·············································································.90
作为领导者，你的个人成长···························································.99
“自我意识”与领导力································································.101
企业价值获取的使命··································································.103
第7 章 价值获取的准备··································································.105
准备的艺术··············································································.108
谈判背景·················································································.111
初步准备·················································································.113
你知道BATNA 吗·····································································.119
价值获取的BATNA 边界····························································.122
第8 章 价值获取的策略··································································.127
买方的BATNA·········································································.130
你知道ZOPA 吗·······································································.132
为了价值获取，将ZOPA 可视化··················································.133
预测买方的BATNA 边界····························································.139
探索ZOPA 范围·······································································.140
影子教练·················································································.144
第9 章 价值获取的战术··································································.147
谈判背景·················································································.149
谈判路径·················································································.152
积极倾听·················································································.161
肢体语言·················································································.163
付诸行动·················································································.165
第10 章 价值获取的成交································································.171
时刻准备成交···········································································.173
两个销售阶段的成交··································································.175
缩小差距·················································································.177
成交路径图··············································································.180
在成交阶段管理风险··································································.183
汤姆的成交··············································································.187
后续·······················································································.190
第11 章 赢与学，学以赢································································.191
赢与学····················································································.193
庆祝胜利·················································································.199
学以赢····················································································.201
赢与学的陷阱···········································································.207
“创造”好运···········································································.210
后记 下一步·················································································.213
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