F1 is Crossing the Chasm 3rd edition: https://www.amazon.com/Crossing-Chasm-3rd-Disruptive-Mainstr...
Moore's analytical framework is technology adoption life cycle.
The story of tech marketing is strong, ... so strong that tech marketers usually see themselves perpetually stuck at crossing the chasm (like approaching an asymptote or limit).
Even when the actual marketing problems another problem in the same book.
Pro Tip: Cross check compelling conclusions with DATA.
Using Moore-tinted-glasses to express what others have said: * What word of mouth communities exist in your current users? * Talking to users, what do they say your product's killer functions are? * What burning business process, are your early adopters finding you to solve?
F2 = Utterback's MASTERING THE DYNAMICS OF INNOVATION uses the "dominant design" analytical framework.
Utterback-tinted-glasses: * What product functions/components could you add, that would trigger an infrastructure swap out (Moore concept) to your solution? Search "Dodge all metal" for a great plot of this * Retrospectively, what functions have new entries to your product category, added? These are usually different for each new entrant. For bonus points, look at the functions entrants thought would work, and then check if the company is still around. Utterback tracks components of dominant designs, over product category maturity. =Handy way to think!
F3 = Kawasaki's MACINTOSH WAY, ART OF THE START 2nd edition, and SELLING THE DREAM
Kawasaki's analytical framework has two elements:
First, product superiority. Gather product superiority component by component into a product that is Deep, Indulgent, Complete, and Elegant. Products are packages of components, and even when the individual components are not category leading (original Mac's speed, RAM, ...) the resulting package can be superior by assembling a piquant component set. Original Mac's 1 leading component was the graphical user interface at a consumer price point.
Second, cause. What is your cause in developing the product? For that cause, what kind of product would stake out the moral and functional "high ground."
Cause is a combination of left brain with right brain. Engineers often have secret causes that they pursue throughout a career. Ex., DBA colleague who wants to build categorical databases. Yes, you got that right, Haskell does not go far enough! But more to the point, what motivates why you do what you do? That fuzzy thing, is the root of a cause. SELLING THE DREAM has examples: Macintosh enabled making beautiful documents at the desk. Stanley Marcus' autobiography said ~ "The business was built by going to Paris fashion shows, and substituting conservative fabrics into those designs." Cause guess = fabric substitution.
Kawasaki-tinted-glasses: * Are your current users using the product because of the code you've written? Or because they like your cause? * What natural allies does your product's cause have? Have you broken bread with these allies and seen if they know about you, like you, would somehow have good ideas for you? * Is there any possible way you can build your cause without taking VC money? If so don't take VC money!
An example of a great concept from this book that has shaped the way I approach things: You've heard of the concept of closing, where you ask the customer to buy the product. Spin selling extends that concept in the realm of a longer sales cycle that involves many steps such as demos, consulting sessions and so on. Every interaction you have with the customer has some desired outcome that eventually leads to the final sale. For example, your initial contacts with the prospect, the goal of those initial interactions is to get the demo scheduled. Or perhaps it's to introduce you to someone closer to the decision maker. In each interaction, you keep a goal in mind and close towards that goal.
Three other books that were amazing and formative for me are below. These aren't about sales in particular but about making your own business in general, which includes sales in various degrees: 2. Good to Great 3. Crossing the Chasm 4. The E Myth
Also an honorable mention goes to this book, which is more about marketing than sales: Winning Through Intimidation. The book isn't actually about intimidating people, but it's about branding, image, and approach. Despite the evil sounding title, it's an amazing resource.
[1] https://www.amazon.com/Spin-Selling-Neil-Rackham/dp/05660768... [2] https://www.amazon.com/Good-Great-Some-Companies-Others/dp/0... [3] https://www.amazon.com/Crossing-Chasm-3rd-Disruptive-Mainstr... [4] https://www.amazon.com/Myth-Revisited-Small-Businesses-About... [5] https://www.amazon.com/Winning-through-Intimidation-Victor-B...
https://www.amazon.com/Positioning-Battle-Your-Al-Ries/dp/00...
https://www.amazon.com/22-Immutable-Laws-Marketing-Violate/d...
Seth Godin is another author well worth reading:
https://www.amazon.com/Seth-Godin/e/B000AP9EH0
And a few others:
https://www.amazon.com/Crossing-Chasm-3rd-Disruptive-Mainstr...
https://www.amazon.com/Kellogg-Branding-Marketing-Faculty-Ma...
https://www.amazon.com/Differentiate-Die-Survival-Killer-Com...
https://www.amazon.com/Confessions-Advertising-Man-David-Ogi...
And, of course:
https://www.amazon.com/s?k=vaynerchuk
There are no magic pills though. The best thing is to read and learn from a lot of perspectives and then start to navigate the waters you happen to be sailing. No two markets or products are going to be the same. In fact, the same product will require a different based on where it is in the adoption/maturity cycle.
https://www.amazon.com/Crossing-Chasm-3rd-Disruptive-Mainstr... https://predictablerevenue.com/ https://www.amazon.com/Challenger-Sale-Control-Customer-Conv... https://www.amazon.com/The-Lean-Startup-Eric-Ries-audiobook/...