The Other Side of Sales

📅 5th November 2020 | 2020 Sales Books Reviews

This week’s piece is a slight departure from the usual sales book review. But let me will immediately state this. A truncated version of The Other Side of Sales would be a great addition and perhaps cover a couple of chapters to any ‘usual’ sales book. My copy winged its way over the North Sea from Holland last week. It is authored by professional buyer, Mark Schenkius and ought to be read by anyone who is in B2B sales and/or would like a better insight into the mechanics of procurement and its strong connection to sales. Its also got a brilliant foreword by the rollicking Geoff Burch.

What’s New

Do you think the average sales rep truly understands how a professional buyer sees a potential supplier and their representatives? I don’t mean the service or goods on offer, I mean what type of or seller they are. Chapter 8 is entitled “Know Yourself”. A painful new reminder that you and your firm may not be the best supplier to work with. And yet you maybe if circumstances change. No spoilers here, just buy the book. You’ll particularly enjoy the red and blue chair scenarios.

What’s Old

Those who have studied a business diploma, degree or an MBA will be well versed with the Boston Matrix, Porter’s Five Forces and BATNA. I suspect though that many salespeople across the globe may know only one, possibly two out of those three. They almost certainly wouldn’t have heard about the Krajlic Purchasing Portfolio Matrix either. It’s been around for nearly three decades in the procurement world and Mark Schenkius explains this matrix in easy-to-follow steps and asks various questions of the reader (as with all the chapters).

Mark also takes you through “the journey ahead”. This is the books summary and gives you an example of how to construct a “sales” approach with the buyers point of view.

What’s Better

What’s good about this book, is that it’s written for salespeople about professional buyers. Some could even describe it as an ‘Idiots Guide to Company Buyers’. In around 100 pages it provides the seller with additional “empathy armoury”. A real insight to how and why buyers do what they do! And another reminder to sales people that they have to know the customer, their methods, preferences and issues. If you don’t you will ineluctably be paying the price for not providing value.

What’s Worse

This book is one of a kind. But let me make a couple of observations. I would have liked to have read a little more about BATNA and other seen terms of negotiation theory explained. i.e. WATNA and ZOPA. Throughout the book there are some superb one-liners – Costs are always less important than service and quality is one example. There ought to be more of them!

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Tags: customer-centricity