……除了拥有最好的产品之外还能靠什么竞争。众所周知，最好的产品往往并不总能赢。我推荐读读 Fred Wiersema 和 Michael Treacy 写的《市场领导者的法则》（The Discipline of Market Leaders），以及 Jeff Thull 写的《Mastering The Complex Sale》、《The Prime Solution》和《Exceptional Selling》。这些书深入探讨了如何去竞争、销售并建立差异化优势……哪怕卖的是看似低价值的大宗商品类……
…to compete besides having the best product. As we all know, the best product doesn't always win. I'd recommend reading The Discipline of Market Leaders by Fred Wiersema and Michael Treacy, as well as Mastering The Complex Sale, The Prime Solution and Exceptional Selling, all by Jeff Thull. These books deal a lot with how to compete and sell and differentiate yourself... even when selling a seemingly low-value commodity like…
……《以快打慢》（The Slow）- Jason Jennings；《营销的22条商规》（The 22 Immutable Laws of Marketing）- Jack Trout 与 Al Ries；《定位》（Positioning: The Battle for Your Mind）- Al Ries, Jack Trout, Philip Kotler；《跨越鸿沟》（Crossing the Chasm）- Geoffrey Moore；《Mastering The Complex Sale》- Jeff Thull——书中阐述的销售方法，我认为是目前企业级 / B2B 领域最好的方法之一，对 B2C 或其他销售方式可能没那么适用；《Exceptional Selling》- Jeff Thull——……
…The Slow - Jason Jennings The 22 Immutable Laws of Marketing - Jack Trout and Al Ries Positioning: The Battle for Your Mind - Al Ries, Jack Trout, Philip Kotler Crossing the Chasm - Geoffrey Moore Mastering The Complex Sale - Jeff Thull - lays out an approach to selling that I believe is one of the best out there for enterprise / B2B. May not be as relevant for B2C or other approaches. Exceptional Selling - Jeff Thull -…
“随时准备离场（Always Be Leaving）” ~ Jeff Thull。我是 Jeff Thull 销售理念的忠实拥趸，正如他在《Mastering The Complex Sale》、《Exceptional Selling》和《The Prime Solution》中所阐述的那样。这完全颠覆了老派的那种“掐住客户脖子直到他们掏钱才松手”的心态。他摒弃了那些你……
"Always Be Leaving" ~ Jeff Thull I'm a big fan of Jeff Thull's approach to sales, as laid out in his books Mastering The Complex Sale, Exceptional Selling, and The Prime Solution. It really goes against the grain of the old school "grab 'em by the throat and don't let go until they buy" mentality. He rejects the kind of stuff you…
https://news.ycombinator.com/item?id=19878274 我的推荐和当时一样：~~~~ 《Mastering The Complex Sale》-- Jeff Thull 《Exceptional Selling》-- Jeff Thull 《The Prime Solution》-- Jeff Thull 《挑战式销售》（The Challenger Sale）-- Matthew Dixon, Brent Adamson 《Selling The Wheel: Choosing The Best Way To Sell For You Your Company》……
https://news.ycombinator.com/item?id=19878274 My recommendations are the same as they were then: ~~~~ Mastering The Complex Sale -- Jeff Thull Exceptional Selling -- Jeff Thull The Prime Solution -- Jeff Thull The Challenger Sale -- Matthew Dixon, Brent Adamson Selling The Wheel: Choosing The Best Way To Sell For You Your Company…
……有个叫 Jeff Thull 的人写的一系列书我非常喜欢，你可能会觉得很有价值，至少如果你想在 B2B 场景下卖东西的话。该系列的第一本叫《Mastering the Complex Sale》[2]，Thull 方法的核心焦点之一在于如何就问题以及解决方案的价值建立起“共同理解”。虽然这是一本“销售”书，但它绝不是那种教你……的“销售书”。
…there's a series of books by a guy named Jeff Thull that I really like, which you might find valuable, at least if you're trying to sell something in a B2B setting. The first book in the series is titled Mastering the Complex Sale[2] and a big focus of Thull's approach is about how to develop a "shared understanding" of a problem, and the value of a solution. It's a "sales" book, but it's not the kind of "sales book" that's about…
……功能丰富且价格更高，那也许你能抢下另一块市场。不过千万要小心别卷入价格战，那可能会导致“逐底竞争”（race to the bottom）。看看 Thull 的《Mastering The Complex Sale》，里面对这个问题有很好的探讨。如果你要打“低端市场”，尽量不要只宣传“我们更便宜”……而应该强调“我们的产品更简单、更易用”，如果恰好还便宜一点的话，……
…rich and pricier, then maybe you can grab a different chunk of the market. Do be wary of getting caught up competing on price though. That can lead to a "race to the bottom" scenario. See Thull's book Mastering The Complex Sale for a good discussion of that issue. If you go "down market" try to make it more than just "we're cheaper"... more like "Our product is simpler and easier to use" and if it also happens to be a bit cheaper,…
……除了拥有最好的产品之外还能靠什么竞争。众所周知，最好的产品往往并不总能赢。我推荐读读 Fred Wiersema 和 Michael Treacy 写的《市场领导者的法则》（The Discipline of Market Leaders），以及 Jeff Thull 写的《Mastering The Complex Sale》、《The Prime Solution》和《Exceptional Selling》。这些书深入探讨了如何去竞争、销售并建立差异化优势……哪怕卖的是看似低价值的大宗商品类……
…to compete besides having the best product. As we all know, the best product doesn't always win. I'd recommend reading The Discipline of Market Leaders by Fred Wiersema and Michael Treacy, as well as Mastering The Complex Sale, The Prime Solution and Exceptional Selling, all by Jeff Thull. These books deal a lot with how to compete and sell and differentiate yourself... even when selling a seemingly low-value commodity like…
……《以快打慢》（The Slow）- Jason Jennings；《营销的22条商规》（The 22 Immutable Laws of Marketing）- Jack Trout 与 Al Ries；《定位》（Positioning: The Battle for Your Mind）- Al Ries, Jack Trout, Philip Kotler；《跨越鸿沟》（Crossing the Chasm）- Geoffrey Moore；《Mastering The Complex Sale》- Jeff Thull——书中阐述的销售方法，我认为是目前企业级 / B2B 领域最好的方法之一，对 B2C 或其他销售方式可能没那么适用；《Exceptional Selling》- Jeff Thull——……
…The Slow - Jason Jennings The 22 Immutable Laws of Marketing - Jack Trout and Al Ries Positioning: The Battle for Your Mind - Al Ries, Jack Trout, Philip Kotler Crossing the Chasm - Geoffrey Moore Mastering The Complex Sale - Jeff Thull - lays out an approach to selling that I believe is one of the best out there for enterprise / B2B. May not be as relevant for B2C or other approaches. Exceptional Selling - Jeff Thull -…
“随时准备离场（Always Be Leaving）” ~ Jeff Thull。我是 Jeff Thull 销售理念的忠实拥趸，正如他在《Mastering The Complex Sale》、《Exceptional Selling》和《The Prime Solution》中所阐述的那样。这完全颠覆了老派的那种“掐住客户脖子直到他们掏钱才松手”的心态。他摒弃了那些你……
"Always Be Leaving" ~ Jeff Thull I'm a big fan of Jeff Thull's approach to sales, as laid out in his books Mastering The Complex Sale, Exceptional Selling, and The Prime Solution. It really goes against the grain of the old school "grab 'em by the throat and don't let go until they buy" mentality. He rejects the kind of stuff you…
https://news.ycombinator.com/item?id=19878274 我的推荐和当时一样：~~~~ 《Mastering The Complex Sale》-- Jeff Thull 《Exceptional Selling》-- Jeff Thull 《The Prime Solution》-- Jeff Thull 《挑战式销售》（The Challenger Sale）-- Matthew Dixon, Brent Adamson 《Selling The Wheel: Choosing The Best Way To Sell For You Your Company》……
https://news.ycombinator.com/item?id=19878274 My recommendations are the same as they were then: ~~~~ Mastering The Complex Sale -- Jeff Thull Exceptional Selling -- Jeff Thull The Prime Solution -- Jeff Thull The Challenger Sale -- Matthew Dixon, Brent Adamson Selling The Wheel: Choosing The Best Way To Sell For You Your Company…
……有个叫 Jeff Thull 的人写的一系列书我非常喜欢，你可能会觉得很有价值，至少如果你想在 B2B 场景下卖东西的话。该系列的第一本叫《Mastering the Complex Sale》[2]，Thull 方法的核心焦点之一在于如何就问题以及解决方案的价值建立起“共同理解”。虽然这是一本“销售”书，但它绝不是那种教你……的“销售书”。
…there's a series of books by a guy named Jeff Thull that I really like, which you might find valuable, at least if you're trying to sell something in a B2B setting. The first book in the series is titled Mastering the Complex Sale[2] and a big focus of Thull's approach is about how to develop a "shared understanding" of a problem, and the value of a solution. It's a "sales" book, but it's not the kind of "sales book" that's about…
……功能丰富且价格更高，那也许你能抢下另一块市场。不过千万要小心别卷入价格战，那可能会导致“逐底竞争”（race to the bottom）。看看 Thull 的《Mastering The Complex Sale》，里面对这个问题有很好的探讨。如果你要打“低端市场”，尽量不要只宣传“我们更便宜”……而应该强调“我们的产品更简单、更易用”，如果恰好还便宜一点的话，……
…rich and pricier, then maybe you can grab a different chunk of the market. Do be wary of getting caught up competing on price though. That can lead to a "race to the bottom" scenario. See Thull's book Mastering The Complex Sale for a good discussion of that issue. If you go "down market" try to make it more than just "we're cheaper"... more like "Our product is simpler and easier to use" and if it also happens to be a bit cheaper,…