| Introduction |
i |
|
Part I: Winning in the Invisible Market
Supporting the Transformation Decision |
1 |
|
CHAPTER 1 Who's Winning Now?
Becoming the Preferred or Sole Provider |
3 |
|
CHAPTER 2 The Invisible Market Decision:
Understanding the Prospect's Transformation Decision |
11 |
|
CHAPTER 3 Value Mining:
Aligning Your Strategy to the Prospect's MVP |
27 |
|
CHAPTER 4 Gain Access to the Invisible Market:
Charting Your MVP Value Proposition |
35 |
|
CHAPTER 5 Face-to-Face Value Mining:
Shaping an MVP Questioning Strategy |
49 |
|
CHAPTER 6 Find and Build Motivation:
A Reason to Leave Current Practices |
61 |
|
CHAPTER 7 Build Vision and Reduce Path Resistance:
A Better Place to Go and a Safe Way to Get There |
73 |
|
CHAPTER 8 Momentum Recommendations:
Aligning to the Decision Stage |
83 |
|
CHAPTER 9 Aligning Your Proposal:
Preparing the MVP Proposal Presentation |
93 |
|
Part II: Winning in the Visible Market
Supporting the Service Provider Decision |
99 |
|
CHAPTER 10 Charting Your Preference Value:
Communicating How You Are Different |
101 |
|
CHAPTER 11 The Visible Market Decision:
Understanding the Service Provider Decision |
113 |
|
CHAPTER 12 Preference Value Mining:
Establishing Rational and Emotional Preference |
121 |
|
CHAPTER 13 Team-centric Relationships:
Winning the Engagement |
131 |
|
| FINAL THOUGHTS |
135 |
