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Selling Above and Below the Line: Convince the C-Suite. Win Over Management. Secure the Sale., by William "Skip" Miller
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Cost, service, functionality--good salespeople know the value propositions that speak to frontline managers. But there's another crucial player in the buying decision, with an entirely different set of criteria.
Top-level executives evaluate proposals from an "above the line" perspective: ROI, time saved, risk lowered, productivity improved. Sales professionals that appeal to both achieve spectacular results. In Selling Above and Below the Line, master sales trainer Skip Miller shows how to simultaneously sell the technical and financial fit of any product or service--a strategy used by Google, Apple, Cisco WebEx, and other powerhouses. Readers learn to: Create energy by including executives early in the sales process - Ask the right questions and pinpoint big-picture financial needs - Keep "below the line" managers from feeling bypassed - Uncover value propositions that target each set of decision-makers Too often, sales that seemed locked in will stall or go dark. Learn to sell above and below the line, and keep the process moving swiftly toward successful, lucrative deals.- Sales Rank: #322777 in Books
- Published on: 2015-02-11
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .60" w x 6.10" l, .0 pounds
- Binding: Paperback
- 256 pages
Review
“You need this book!...it’s filled with great ideas, tactical tools, and concepts.” --Your Sales Management Guru
From the Back Cover
Are too many of your sales stalling? There’s nothing more frustrating—especially when building relationships and making sales pitches are strengths.
Sales master Skip Miller explains where the problem might lie: You’re selling features and benefits to frontline people who look at budget, features, and functionality. That’s a logical thing to do—but it’s only half your job.
Great salespeople sell to a second set of decision makers in every company: the executives. These people evaluate proposals from an “above the line” perspective, weighing ROI, time saved, risk lowered, and productivity improved. When you bring them into the sales process early and speak the language they need to hear, outcomes dramatically improve.
Selling Above and Below the Line shows you how to appeal to both sets of buyers, and sell the technical and financial fit of any product or service. You’ll move beyond features and benefits, eliminate the budget objection, ask probing questions about your customer’s financial picture, and deliver value propositions that seal the deal.
Advance Praise for Selling Above and Below the Line
“Full of useful advice. The split between above- and below-the-line selling is a particularly interesting idea that should help readers increase their success while shortening their sales cycles.” — Neil Rackham, author of SPIN Selling
“Getting prospects to switch off the status quo is tough. In this book, you’ll discover how to leverage killer value propositions to create momentum and accelerate the sales process.” — Jill Konrath, author of Agile Selling and SNAP Selling
“Skip’s book should not be just read, but followed. It’s a surefire guide to success.” —Steve Schiffman, author of The 25 Sales Habits of Highly Successful Salespeople
William “Skip” Miller is president of M3 Learning, a leading sales development firm whose clients include Apple, Google, Cisco, Oracle, Rackspace, Tableau, UGG, and other top companies. He is the author of ProActive Selling and ProActive Sales Management.
About the Author
WILLIAM “SKIP” MILLER is president of M3 Learning, a leading sales development firm whose clients include Apple, Google, Cisco, Oracle, Teva, Tableau, UGG, and other top companies. He is the author of ProActive Selling, and ProActive Sales Management.
Most helpful customer reviews
5 of 5 people found the following review helpful.
Perfect Enterprise Sales Book
By Jim Estill
I always love any book on sales. I can always learn something or be inspired more. The goal is always to sell more, bigger and faster.
The problem Selling above and Below tries to solve is many times what appeals to the managers - the features and benefits do not make the sales to the CEO. So it talks about the dual selling strategy. I know when I was CEO of a billion $+ enterprise, I would often get the wrong pitch. A pitch that was not in line with the overall corporate goals but one that was more feature oriented.
I liked chapter 16 that talked about accelerating the sale. I know this is a challenge. I have lots of sales that are 90% likely to happen but payroll that needs making now.
I particularly like any sales book that gives me ideas on increasing sales efficiency. This is a lot about what sales tricks are all about.
Good sales people get rejected 80 or 90% of the time. A good inspirational sales book helps pump them up to go out and sell another day.
Good book - I recommend it for anyone selling enterprise level products.
1 of 1 people found the following review helpful.
Important for B2B Sales
By John Chancellor
If you are involved in B2B sales, then this book should be on your reading list. As you are probably aware the sales process and dynamics have changed drastically over the past few years. The concepts and ideas included in this book are on the leading edge of best practices for B2B sales.
William Miller, author of Selling Above and Below the Line, makes a strong case that in B2B sales, there are two separate buyers. The first buyer, what he calls Below The Line (BTL) buyer, are the users of the product or service. They are the ones concerned with the features and the direct benefits. The BTL buyer wants to know how the product/service works, how difficult it will be to get up and running, and the more practical points of actually using the new product or service.
On the other hand, the Above The Line (ATL) buyers are the C-suite buyers. They are more concerned with return on investment, the impact on the next quarters earnings or budget.
If a B2B salesperson approaches both buyers with the same standard sales pitch, he will lose one set of buyers. The ATL and BTL buyers speak a different language, have different goals and are moved by different drivers. Generally a B2B salesperson must first convince the BTL buyer that their product or service will be the best solution for their particular need. Once the salesperson has sold the BTL buyer, the next step is to make the pitch to the ATL (C-level) buyer.
Mr. Miller advises that taking the same approach with the ATL buyer will often kill the sale. The ATL buyer is not interested in being bored with the technical details of the product or service. Their main concern is the financial impact of buying the product or service.
Mr. Miller then give very specific approaches for selling both the BTL and the ATL buyers. He goes into great detail about how to structure the approach for both parties.
Mr. Miller writes in a very conversational style and included plenty of examples and stories. The book is easy to read, well organized and the lessons are well thought out. This will certainly improve your sales success.
I was provided a review copy of this book.
1 of 1 people found the following review helpful.
Buy this, read it , and keep it handy.
By Reg Nordman
This is a missing book in your sales library. The author has simplified the value sale by splitting it in two parts. Below The Line buyers are still concerned with features and benefits (and you need to address this) . The Above the Line buyers are concerned with why they want to buy ( the value/impact) and many sales people do not address this. This view makes your selling that much more effective. ATL buyers can add more speed , budget and focus to your deal. But its likely you may not have known how to get there. Now you have a guide book to help you make this happen . Miller has a clear concise written style with enough illustrations and stories to make his points. Buy this, read it , and keep it handy.
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