Kaan Bilecik Midterm

Good Essays
Topics: Sales, Marketing
SELLING THE WHEEL by Jeff Cox & Howard Stevens

“Selling The Wheel” is a book about different sales strategies and these strategies are told in a storyline. Max, the inventor of the wheel, is not successful at marketing his product because the customers don’t know that they need this new technology. Minnie, Max’s wife, decides that they need some help and they consult Ozzie the Oracle. Ozzie the Oracle gives them the key questions they need to ask themselves and also he helps them discover the four essential selling styles: closer, wizard, relationship builder and captain & crew. They apply these styles in different stages of the market. After trying to work with couple of wrong salespeople Max and Minnie meet Cassius the Closer. In the early stages of the wheel Cassius does a great job in demonstrating how the wheel can be used and introducing it to many potential customers. He closes many sales and finally he does a contract with Egypt for the Great Pyramid construction. However when Cassius introduces wheel to almost every potential customer, he resigns because a closer’s job is done. The next stage requires a wizard who has “sophisticated technical knowledge to help customers make the right decisions.” Toby – the wizard guides the customers throughout their purchasing experience both before and after the sale. She both trains and educates the customers and also assists the installation part. Toby basically customizes the best solution to the buyer’s problem. Because her job involves more interaction with customers unlike Cassius, Toby’s time frame is 6-9 months. After Toby, Ben – the builder joins the team. As the relationship builder, Ben concentrates on customers who already purchased wheels and would buy them again in the future; he acts like he is always on the customer’s side. Ben’s time frame is even longer than Toby’s because he needs to build a strong relationship with customers which takes coupe of years. As a result of this strong relationship

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