Michael Hammer, the author of Agenda


Selling, in the old days, was largely and act of personal heroism. The key to successful selling was knowing the products and the customers. The effective sales rep would present his or her product or service in the best possible light, forge a bond with the buyer, and triumph over the competition.

This approach has little to do with the way sales are made in today's real world. Today's customers don't want products; they demand solutions, and solutions don't come in a box. They must be designed, fashioned to meet the customer's specific needs.

Making such sales takes a lot more than personal charisma. Today's selling is System Selling, solution selling, consultative selling; it entails analyzing customer needs, designing alternative solutions, scrutinizing costs, developing and implementing systems, and more. This is not the work of a heroic individual sales rep. Modern selling is a team sport, and a complex one at that. Winning at it takes discipline and structure. Making it up as you go along is a recipe for disaster... More



Knowing Customers

Customer Needs    What Makes People Buy

Understanding Risks Perceived by Customers

Top 10 Subconscious Values

Cultural Differences

Marketing and Selling

Customer Care

Marketing Strategies

Virtuoso Marketing

Core Marketing Message (CMM)    USP

Credibility Marketing

Buzz Marketing

Marketing To the Subconscious

Creating Customers

Sales Success

Natural Selling    Selling by Serving

Selling by Coaching    Question-based

Selling by Active Listening

Endgame to Selling    Closing the Sale