The Prime Solution Summary | Jeff Thull

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The Prime Solution

Close the Value Gap, Increase Margins, and Win the Complex Sale

by Jeff Thull

According to sales expert Jeff Thull, to succeed in value creation, you must have technical expertise in service and support, you must know how to sell your wares to needy customers, and you must be able to position your company as a “sole source” to customers over time. These are the essential tenets of The Prime Solution: a detailed explanation of how businesses can close the value gap that separates the value that is promised to customers from the actual value achieved.

What You'll Learn

The three eras of value dilution. The evolution of the value gap has been driven by an ever-shifting definition of value. Noting the history of this evolution is helpful when preparing for value strategies today.
The barriers to keeping value promises.
There are five essential barriers that keep sellers from delivering promised value: relevancy, inflation, comprehension, dilution and implementation.
You can't solve a nonexistent problem. Every solution must help a customer solve a problem or otherwise meet an urgent need.
You're selling solutions, not products. Closing a sale is not the end of a transaction, but the beginning of a long-term relationship - one of mutual trust and benefit, as well as constant, consistent communication.
Complex sales demand a solid process. To sell a prime solution, you must be able to find the customer, diagnose the customer's problem, design the appropriate solution, and implement it with efficiency and flexibility.