Download the eBook for Selling the Wheel by Jeff Cox, Howard Stevens. Read excerpts, book reviews, & watch videos at Simon & Schuster. Editorial Reviews. Review. Jeff Cox has done it again. The coauthor of Zapp! and The Goal--bestselling business books that employ engaging. Jeff Cox and Howard Stevens. - Has authored – Achieve Sales Excellence, The Quadrant Solution - Faculty at Columbia University Graduate School of Business. We are the Wheel’s only providerBedrock Qn#5: Why might they prefer to download from our competitors?.

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Read "Selling the Wheel Choosing the Best Way to Sell For You, Your Company, and Your Customers" by Jeff Cox available from Rakuten Kobo. Sign up today. Selling the Wheel is a fascinating story about sales and marketing written in the form of an ancient parable: Once upon a time, long ago. "Selling the Wheel is fast-paced and a lot of fun to read—even as it offers a " Selling the Wheel is a clever story about sales, a story that teaches concepts better.

In the s, when our firm, the H. Chally Group, was founded, many long-held tenets of American management were being challenged and overturned. Japanese corporations in particular were gaining share with products that were of higher quality, as perceived by the customer, and were also lower in cost.

Quality improvement, then, became the means to a competitive advantage. Similarly, in the s, the spread of powerful computer technologies made it possible to engineer, introduce, and distribute new products in less time. Technology also made it possible to provide those products with higher-quality service and support. And, defensively, if a competitor introduced a superior product, you could reverse-engineer it and bring a comparable offering to the market much more quickly.

So a product offering quality and lower cost was no longer enough to gain a competitive edge.

You also needed excellent service. In the s, the spread of computer networks, the rise of global manufacturing, and automated or outsourced service improvements made it possible to downsize workforces and create leaner, more-efficient corporate organizations. This also meant that downloaders could lower their own overhead expenses, which enabled them to offer lower prices to their own customers.

But now, none of these—not quality, technology, or a lean organization—is a competitive advantage. They are now merely the qualifications for entry into the marketplace. Today, the single most potent resource for gaining a competitive edge is not the product being sold or the guarantees you attach: O nce upon a time, a long, long time ago, way back in the days of the Pharaohs of ancient Egypt, there lived a guy named Max. One day, Max was traveling on business, and he had a layover between caravans.

Almost Finished...

Stuck with time on his hands, Max got to talking to a few of the locals, and they told him all about this big Pyramid that was under construction—it was the largest stone structure ever attempted in the history of the world. So he rented a camel, rode it to the edge of town, and sure enough, there in the distance were the sloping foundations of what would someday be the very first Pyramid. And everywhere Max looked, he saw thousands of sweaty workers cutting big, heavy stones with hammers and chisels, and then dragging the huge stones into place.

To move the heaviest of stones, they had elephants, dozens of them, but even with the help of elephants the work was hot, backbreaking, and slow. He even had a dream one night that he was one of the stone-dragging team, toiling in the sun, and after tossing and turning for half the night, he awakened with a terrible thirst. He got out of bed to get a drink of water—and lo!

As he sipped his drink of water, he thought about his idea. He went back to bed, thought about it some more, and the more he thought, the more he was convinced that his idea was really something.

At last, Max nodded off to dreamland, but in the morning when he woke up, his idea was still with him. And it still seemed brilliant to him.

Selling the Wheel

So he went downstairs to the workshop he had in a spare room at the back of his house and he set to it. Years later, after many disappointments and failures, Max had done it. He had turned his idea into a real thing. Very proud of his accomplishment, he rolled it out of the workshop and into the kitchen to show his wife. You just watch!

And Max rolled the Wheel across the kitchen floor. But, Minnie, I think the Wheel could turn out to be a very useful thing. With the aid of the Wheel, you see, heavy objects can be made to roll. The Wheel is going to make it possible to move things much more quickly—and with far less effort! People will get more work done in less time! Someday, millions of people all over the world will use the Wheel.

And we will own the patent! Max did keep at it. He built more and more Wheels. He filled his whole workshop with them—and each Wheel he built was better and more refined. One evening, Minnie came into the workshop.

And take a look at this! I call it the Axle. Well, you see, Minnie, with an Axle, I can join together two Wheels, one on each end, and place the object to be moved in the middle!

This is eminently more practical than using one Wheel by itself—and just think of it—I can sell twice as many Wheels! Minnie, the Wheel is a brilliant invention! One does not have to sell brilliant inventions; brilliant inventions sell themselves! This suggestion gave Max a modest anxiety attack. Because while he now knew a great deal about Wheels, he knew almost nothing about selling.

Choosing the Best Way to Sell For You, Your Company, and Your Customers

You just wait, Minnie. Finally, Max could not fit any more Wheels into the workshop. He wanted to start storing them in the living room, but Minnie laid down the law. Absolutely not!

Either start selling them or roll them into the river! At last Max had to face reality. After grumping about the house for a few hours, he picked out his two roundest Wheels, rolled them into the street, attached them to his best Axle, and pushed his contraption through the neighborhood.

Plus, receive recommendations for your next Book Club read. By clicking 'Sign me up' I acknowledge that I have read and agree to the privacy policy and terms of use. Must redeem within 90 days. See full terms and conditions and this month's choices. Discussion Questions 1. In terms of your business, discuss the Oracle's Bedrock Questions listed at the end of chapter 2, the first being: Who are your customers?

Who are your competitors? Why do customers want what you are selling? That is, what are the values that your product or service provides for them?

What makes customers prefer to download from you? About The Book.


Reading Group Guide. About The Authors. Jeff Cox.

Howard Stevens. Product Details. Raves and Reviews. Resources and Downloads.

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