thiết kế giảng dạy và phát triển chương trình giảng dạy để nắm bắt được quá trình kinh doanh phát triển chẩn đoán và biến nó thành một quá trình nhân rộng đã được chấp nhận trên nhiều ngành công nghiệp và các nền văn hóa. | Acknowledgments xxiii invaluable support with their expertise in instructional design and curriculum development to capture the Diagnostic Business Development Process and turn it into a replicable process that has been embraced across multiple industries and cultures. We began this project knowing I would need serious adult supervision to keep on track and sift through mountains of information research and experiences to distill a topic as broad as Mastering the Complex Sale into a single book. We thank Ted and Donna Kinni for doing just that. Their expert assistance in crafting our story initially and now helping us with this revision has been impressive and enjoyable. Thank you to the entire team at John Wiley Sons Inc. including Matt Holt who took the initial risk on the first edition and Dan Ambrosio our editor who has guided this revised edition. A special thank you goes to Jennifer Jessica and Brian. Introduction to the Second Edition Value remains the most sought after and least understood factor in the world of complex sales. Companies continue to invest in high-value solutions designed to solve their customers problems fuel profitable growth and set them apart from their competitors. They also continue to struggle with the pressures of complexity and commoditization which have escalated since I wrote the first edition of Mastering the Complex Sale and while I work with business-to-business companies around the world. Their challenges in today s volatile markets and the focus of my work can be summarized in two words value clarity. Companies are finding it increasingly difficult to defend their value in the marketplace because it is increasingly difficult to connect that value to customers situations and quantify it. The more complex customers situations and the solutions that can address them are the more uncertain customers become. This uncertainty manifests in decision paralysis The percentage of sales opportunities ending in no decision at all is .
