“The sales book of the decade” – Selling Power magazine   Value Capture Selling is the first book to directly address one of the most destructive shortcomings in sales organizations today. Author JC Larreche’s approach is so innovative that Selling Power magazine named it “The sales book of the decade.”   For years, sales professionals have focused on creating value for their customers-the first phase in selling. However, in today’s fast-moving world of business, that is just not enough. Under increased financial pressure, businesses today are being pushed to move to an emphasis on the second phase of the capture of corporate value. However, as all-too-many business leaders are finding out to their great dismay, sales professionals have not been trained in the techniques for the capture of corporate value, and they are at the mercy of very well-trained and tough professional buyers.   Value Capture Selling is the first book to address this gap. It is specifically designed to provide sales professionals-both veteran and new alike-with a complete roadmap for making the transition from value selling to value-capture selling,     Value-capture selling is the current challenge for corporations and sales professionals everywhere-making the transition from a revenue objective to a focus on corporate value. This requires a fundamental shift from a strong belief that bigger is better to a new creed that richer is better . It is what JC Larreche, professor emeritus at INSEAD and an expert on sustainable value creation, calls the 3rd Sales Transformation.   In a future marked by escalating financial pressures, the significance of value capture will only grow, and in Value Capture Selling , JC Larreche provides sales professionals everywhere with the tools they need to become masters at this new art!Praise for  Value Capture ‘Most sales forces focus only on revenue, not value capture. Larreche’s book can help you make the necessary transition. If you are in Sales, read it because the data revolution is increasing scrutiny from Finance and others in your firm about how selling efforts build or destroy enterprise value. And if you are a C-Suite executive, read it carefully, because selling affects core elements of value creation.’ Frank Cespedes, Harvard Business School, author of  Aligning Strategy and Sales  and  Sales Management That Works ‘Value Capture Selling  is a very compelling and complete work that illustrates well the challenges of the transition from product value to corporate value-both for the customer and for the supplier. JC Larreche lays out a powerful framework for any sales professional anywhere to win in this new world of selling!’ Laurent Beraza, Director – UK, Germany, France – Microsoft Solutions Support Sales ‘Value Capture Selling  gives us the powerful insights required to capture more value for our company while keeping the customer at the center-right where they belong.’ Anna Campagna, Sr. Director Global Sales, HEINEKEN

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