SUMMARY OF SELLING THE WHEEL

This is the story oI Max, the inventor oI the wheel (talk about a "disruptive technology"), who is
shocked and disappointed when one person aIter another expresses absolutely no interest in his
Iantastic innovation. So he and his wiIe Minnie turn to Ozzie the Oracle, the local guru, Ior
advice. Much to Max's disappointment, Ozzie gives them not answers, but questions. But as they
go through the questions, they Iigure out who their Iirst target customers should be and how to
approach them. Or so they think.
They proceed to hire a string oI salespeople, but none are successIul. They return to Ozzie, who
explains that they really need a very special kind oI salespersona closer.
So they hire Cassius the Closer, who is a great success at Iirst. But as the business grows and the
nature oI the needs oI the customers changes, Cassius can't meet those needs, and leaves.
Eventually, they end up hiring Toby the Wizard, Ben the Builder, and Caleb, the Captain oI
Sales, each with his or her own special talents Ior dealing with certain kinds oI customers at
various stages oI the product's liIecycle.
This Iairy tale oIIers great insight Ior entrepreneurs who are struggling with a salesperson or
team that's not producing. UnIortunately, the solution may be that you have the wrong people Ior
the task as hand. It will also help you hire the right kind oI salesperson Ior your current needs,
and to understand the diIIerent marketing and sales approaches that are needed as your company
grows.


MAIN CONCEPT OF SELLING THE WHEEL
Part 1: The Wheel Revolution
(Chapter 1to 9)
Once upon a time there lived a husband and wiIe called Max & Minnie. Max generates the idea
oI making a wheel which make possible to transIer anything quickly and with less eIIort. Some
years later Max came up with the development oI the wheel. People will get more work done
with less time. Max totally unaware that he had to make the product known to the people and
inIorm about the usability oI the product. The People did not have concept oI wheel and they did
not come to buy the wheel. The idea oI the Maxs was Iailed.
Max and Minnie meet to Oracle and showed their wheel and asked Ior suggestion. Oracle
suggest them to, the reason behind the wanting oI the wheel, identiIy potential customer,
customer preIerences oI the wheel over competitors and what values does the salesperson have to
oIIer make the sales.

The question number six answer remained unsolved Ior Max and Minnie. Other questions
answer could be identiIied. They planned to hire sales person.

The Captain oI the sales was selected. The Captain oI the sales Iailed to make any sales indeed
made a huge loss and he could not deliver the inIormation about the purpose oI the product to the
customer.
Ben, the person who is expert in building long term customer relationship Max appointed him to
Wheel Company but he Iailed too.

Oracle asked to meet close named Cassius. Closer is the ability to complete the sales transaction
in one or two contracts with the customers. Closers classic strategy to make the sale, withdraw
the oIIers. Closers like Cassius were down toward selling exotic high tech and high margin
product.
Closer sold to the core decision maker and never wants to sell the subordinates. Closers were
very honest and highly manipulative.
Cassius did not argue with customer`s objectives. Cassius was always aware oI the customers`
problems practically but was not emphatic. Cassius listened to the customers` problems very
careIully, and given an idea. Cassius would ask a closing question and then keep silence. HE was
the point when prospects become customers as they agreed to sale. Selling is an art according to
Cassius and Cassius would make the best oI each possibility. The answer to the question no six.
Salesperson has to demonstrate the ability. Build the perception oI the wheels Iuture Ior the
customer. Provide the ardent energy to close the sale.
Sometimes the Closers put their Ieelings ahead oI all consideration. The meaning oI "World
class is the best oI its kind. They try to established and observed 'proIessional best practices
that gives superior result in terms oI sales revenue and customer satisIaction.

Part 2: The Wheel Advances
(Chapter 10 to 16)
Closers changed the product every Iew years and sell the product also. AIter selling the product
to established these products the hired sales person who can use their sophisticated technical to
aid the new target customers to make the right decision.
Toby the person who was very skilled at her work and she knew how to work, so Mr. Cobra and
his engineers decided to consult with her. The process oI communication, Toby totally
rearranges them. Toby solved some wheels problem related with original design. For the process
oI wheel making Toby hired and trained some worker. Max and Toby designed some wheel with
innovative Ieatures. Mr. Cobra was conIident enough about Toby, because Toby had very good
management skill and competency power.
Imum discover a wheel with wood by himselI. It was very easy to maintain and eIIicient than
Maxs wheel. To sell the wheel, Max needs more customers. Max was worried; because there was
a competition between Imams` wooden. Wheel and Maxs Stone wheel.

To use wheel, the primary customer oI the wheel had to train them selves but these kinds oI
pioneers were very limited in numbers. The product with services associated, customers wanted
to buy it. Toby experiences helped her, selling the wheel. Oracle showed ancient scroll about
nine steps oI selling and Max understand that Cassius had ignored some parts oI these steps.

Phil oI Phoenicia (Phil the Phlack) who knew as Public- Relations -ProIessionals`, Toby had
dinner with them. Phil the Phlack agreed with editor oI ancient science journal to see a story oI
building the great pyramid on that journal. For this reason the news was very powerIul and very
quick. Toby established the company herselI as the leading authority oI that issue. Some
inIormation about the wheel Toby provided Iree and made some potential customer. The owner
oI the Goliath Sledge Corporation Samuel Tonn now one oI the potential customer.
Cooperating with all Toby ran sales presentation. Cassius meant about sells that isolating the key
decision maker but Toby meant decision making with all as a team or group. Toby and her group
rehearsed the presentation, so that everyone could know what to say in the meeting. The Iirst job
oI the Wizards was to make customer Iamiliar and educate about the product. Some customer`s
objection about Toby. Toby planned to do a pilot project to produce a wagon prototype, and aIter
testing the product Toby will show it to customer and collect the inIormation. II the inIormation
was Iavorable then Toby planned to continue the wheel business. All aspects oI the project Toby
managed very eIIiciently. II they Iind out the solution oI the saIety problem oI the wheel then
they can approach it to another sledge maker, Minnie said that. The drawing oI two wheels
which was a milestone, Max generated it. All works turned into total price. Toby kept continues
the selling oI regular stone wheel and millstones by hiring and training the wizards.

The entrepreneur oI the year is Imum. Max innovated 'Spoke Wheel which were breakthrough
in design and slightly cheaper to manuIacture that woody wheels. The biggest buyer oI wheels
Atlas Wagon Company Toby had meeting with them. Toby tried to convince Atlas Wagon
Company to buy her product. To buy her wheel but they told her what type oI wheel they need
and they allowed her to supply. Atlas Wagon Company did not like her wheel and told that they
will stay with Imum Wheel Company.

Part 3: Everybody wants Wheels
Chapter (17 to 21)
Wheel business was booming all around. Max and Minnie had a conversation with oracle. Max
and Minnie hired Ben the builder as their new wizard. Max and Minnie decided to run new
division: 'Advanced Wheel Company. Ben the builder conducted wheel saIety weeks. Maxs
wheel became popular to the wheel Iixer.

Ben the builder got rush order Irom Atlas Wagon Company. Max Wheel Company became the
regular supplier oI the Atlas Wagon Company and began to grow in lockstep with each other.

Ben the Builder treated the customers like partners. Ben the Builder oIIered to Cyrus and Bibi to
buy extra wheel at cheapest with one time only extra discount oI Iive shekels a wheel. A
builder`s biggest challenge was to Iinding ways to add value to the sale, in Iace oI increasing
parity between competing products. Ben built relationships which built his account, market share
and wealth. Sales person had detailed personal knowledge not only oI their individual customers,
but also oI the complexities oI those customers` business. Max Wheel companies` management
was willing to invest time and resources in developing relationships with customers. Sales Iorces
tended to organize themselves to Iit the customers they can best serve.



Part 4: Billions and billions of wheels
Chapter (22 to 27)
To Iocus on sales people and sales system they need to build an entire new sales organization
with people those who are skilled and to adopt the procedure oI recruiting and training sales
people quickly. To motive the employee had to provide incentives.

Captain oI sales promoted new ad campaign. Max wheel came up by a newly hired agency with
a new product. Billboards were placed everywhere and emblazoned new design and slogan 'Max
Wheel Roll On '. Phil was involved in activities to building visibility Ior the brand. Ben oIIered
the wheels at diIIerent shapes and colors Ior customer Ior customization. New agency cost was
not creative. Appointed sales persons were not eIIicient. Captain trained sales person about how
to deal with customers. Employees were only given on the job training. Customers were not
given proper attention by sales staII. Discount rate on per wheel was introduced. Lower price
wheel with higher service charge replaced with a lower charge.

For dealing with common problem added new procedure. Strong empowering leader was needed
Ior eIIective crew. Understand the customers` time constraint, improved sales personal skills and
customer services, evaluated the perIormance oI entire sales crew to a new standard.

Max wanted to make his company strong and Ior this reason he had to cut the cost. To Grew the
sales revenue invested on research and development and emphasized on advertisement.

Company should choose these type oI customer Ior whom company can deliver the most value
and make them highly delighted. When Max Wheel Company sold the products technology to
the builders, builders sold those products to the most desirable customer with most commercial
potential.