The document summarizes a book called "Selling the Wheel" about how to sell innovative technology products. It describes Max inventing the wheel in Ancient Egypt and the different types of salespeople he hires over time to sell the wheel as the market matures. These include a Closer to make initial sales, a Wizard to provide support, a Builder to develop long-term customer relationships, and later a Captain of Sales to lead a large sales force as the market expands. The summary concludes that the book's timeless lessons on selling innovations still apply today.

1. Selling Book Review By
The Siddharth Khanna (085)
Vijesh Bhaktha (095)
Wheel

2. About The Book
Name of Book: Selling the Wheel –
Choosing the best way
to sell for you, your company,
your customers
Author: Jeff Cox and Howard Stevens
Publisher: Touchstone, New York
Text Copyright : Jeff Cox (2000)
Illustrations Copyright: David Cain (2000)
First Edition: 2001

3. About The Authors
Jeff Cox - A bestselling author
- Has displayed his remarkable gift
for translating complex theories
into entertaining stories as the co-
author of "Zapp " and "The Goal.“
- Has written eight works of fiction
as either business novels or
parables.
- The most recent book – Velocity,
which is about combining Lean. Six
Sigma and Theory of Constraints.

4. About The Authors
- A respected business expert
Howard Stevens
- Chairman and CEO of H.R. Chally
Group, a Talent Management,
Leadership Development and Sales
Improvement Corporation.
- Has written many articles and is a
frequent speaker and radio/TV
guest.
- Has authored – Achieve Sales
Excellence, The Quadrant Solution
- Faculty at Columbia University
Graduate School of Business.

5. Ancient Egypt
2650 BC

6. Max Invents Wheel
Max

7. Selling
The Phase I
Wheel

8. Minnie

9. Ozzie –
The Oracle
Bedrock Questions
1. Who are our customers ?
2. Who are our competitors ?
3. Why do customers want
what we are selling ?
4. What would make them
prefer to buy from us ?
5. Why might they prefer to
buy from our competitors
?
6. What added values does
our salesperson have to
offer to make a sale ?

10. Minnies Notes – Answers to all Bedrock Questions
Bedrock Qn#1: Who are our customers ?
Those who need to move big, heavy stuff faster easier and cheaper
Bedrock Qn#2: Who are our competitors ?
Everyone who sells established method of moving heavy loads(Elephants, Camels,
Sledge makers)
Bedrock Qn#2: Why do customers want what we are selling ?
Big performance gain by new technology.
Offer opportunity to do things that could not be done before.
Bedrock Qn#4: What would make them prefer to buy from us ?
We are the Wheel’s only provider
Bedrock Qn#5: Why might they prefer to buy from our competitors ?
Proven affordable methods
Customers don’t understand our technology
Bedrock Qn#6: What added values does our salesperson have to offer to make a sale ?

11. • Closers often work for themselves.
• They complete sales in one or two
meeting.
• They demonstrate power and
practicality of the technology
• Build the vision of Wheel’s Potential.
• Provides emotional energy to close the
deal.

12. • Cassius successfully found the first customers
for the Wheel.
• The popularity of wheel increased due to his
demonstrations and selling approach.
• This won Max’s Wheel Company the contract
for The Great Pyramid of Giza Project.
• Closers change the product they sell every few years.
• It is because they have by then hit all the “New” customers for the Wheel.
• Cassius the Closer thus resigns from Max’s Wheel Company.

13. Selling
The Phase II
Wheel

14. • Toby – The Wizard joins Max’s Wheel Company.
• Wizards are required when the new customers need expert assistance from the
seller both before and after the sales.
• A special blend of technical savvy so that the a wizard can provide an expert
solution customized to the buyers need.

15. • Team player to manage a number of different customer relationships.
• Provide demonstrations and training to educate the customers.
• Assist installation and testing of the products.
Innovating products to
suit customer needs.
Eg- she innovated
wheel to make a
wagon. Also out of box
thinking to make
millstones for the
farmers

16. Selling
The Phase III
Wheel

17. • Ben – The Builder joins Max’s Company
• Building a strong working relationship over an extended and trusting relationship
with the key people on customer side.
• Concentrates on customers who have already bought the wheels and would buy
it again and again in the future.
• Manage complexity, keep close watch on the details and must be customers
advocate inside the sellers organization.

18. Selling
The Phase IV
Wheel

19. Matured Market – Product Improvements are incremental than revolutionary

20. Expansion becomes the priority to be the market leader
Because of high competition some
Experienced Buyer – companies face bankruptcy and hence
with no requirement for mergers and acquisitions normally
major customization. happens. Hence Captain of Sales
joins the company.
Imum’s Wheelbarrow and Max’s
Wheels merge to form Max-Imum
Sales people have to Wheel Corporation
differentiate seller from To achieve this a large
competition and add sale force or a Crew is
value to the commodity Create a positive required. But a strong
being sold by offering experience for each empowering leader is
superior service customer and do so on a essential as sales people
consistent basis. are not self starters.

21. Graham Bell’s First Telephone

24. The Bottom Line
• "Selling the Wheel" may be set in Ancient
Egypt, but the timeless lessons in it apply to
the latest innovative technology products.
• Entrepreneurs without heavy sales
experience and training will find it
invaluable.
• Even for those with sales experience, it's a
useful overview and may help give a new
perspective on things if your company is in
a sales slump.
• A very enjoyable and educational read!

25. THANK YOU