GL2012 Panel: Co-Operative Selling

[Paul Terlemezian]

Desired outcomes/objectives for the panel on Co-Operative Selling:

1. We want the executives in attendance to be intrigued about the potential for Co-Operative selling as a business development method to create new sources of revenue/income with its promise to do so faster, with less expense and better results.
2. We want each panelist to express in three to five minutes their opinion about Co-Operative Selling (it does not have to align with item 1.)
3. As a result of the above we want the attendees to be interested in learning about Co-Operative Selling by:
   1. Participating in a breakout session on Co-Operative Selling
   2. Engaging a panelist one-on-one
   3. Expressing an opinion on this ning site
   4. There will be specific Co-Operative Selling oriented projects that attendees will be invited to engage in

These people have been invited to on this panel:

Deb Barnard  www.linkedin.com/pub/deb-barnard/0/689/4b6

Doug Barnes www.linkedin.com/pub/douglas-barnes/9/217/9a2

Steve Cory www.linkedin.com/in/coryswa

Troy Gautier www.linkedin.com/in/troygautier

Michael Kuntz www.linkedin.com/in/michaelkuntz

Terry Loe www.linkedin.com/pub/terry-loe/9/694/ba6

Michael Woodard www.linkedin.com/pub/michael-woodard-m-a/3/ba0/334

[Paul Terlemezian]

Traditional selling was all about convincing the prospect to buy. We were taught to ignore the customer the first three times they said “no.” In the 1980’s – SPIN Selling was introduced and we were encouraged to be consultative. We were taught to ask questions about our prospect’s problems, implications and need. Too often the intent was still to convince. We were the convincing “wolf” in a consultant’s “sheep-like” clothing.

In 2005, Marc Miller asserted that “Selling is Dead” and Neil Rackham agreed. We were to collaborate with our prospect.  We learned that the buyer needed us to be “working” for their best interests – almost as if we were working for them – not our actual employer.

Earlier than this however, Peter Drucker had asserted that in fact selling in the 21^st century would be akin to Federations. In a sense we would need to Co-Operate with other providers to maintain competitive advantage.

The words partner and collaborate are used casually in selling situations. Oftentimes they refer to the tactical tasks performed during the selling or buying process. When I think of Collaboration (capital C) between two or more entities I think of areas that result in the Co-Operation (strategic and intentional collaboration/partnering) where in addition to selling together – the entities entwine their marketing, product development, operations and finance strategies.

Where do you think “Selling is headed?”