Switch: Sales Transformation for Strategic Advantage

by Srinivas Uppaluri

‘Selling ice to Eskimos’ has always been cited as the role model for all sales persons. With the mindset of meeting targets at all costs, approaches to sales tend to be desperate, aggressive, and highly intrusive. Sales management continues to give precedence to effort over effectiveness and to near-term over long-term gains, and tends to blame the sales persons for lack of success.

Customer-centricity is at the heart of transforming the sales effectiveness of any organisation. Switch is focused on business-to-business sales transformation and promotes customer success as the key to a company’s success. Is your time of targeting in the customer’s best interest? How can you nurture customers so that they are ready for your products and services? How will you deliver new value that a customer is not aware of, and how do you support them in their decision-making? These are some of the concepts covered in this book.

The approaches have been shared in fictional short story form and summarised through a section entitled Insight at the end of each story. The stories discuss three different dimensions that need to be addressed to transform any organisation’s transformation of attitude and approach to the customer, transformation of engagement with the customer, and transformation of the management of the sales process.

Genres: Business

320 pages, Kindle Edition

Published June 5, 2018

Reviews

[Dileep Mangsuli · Rating 5 out of 5]

some books are difficult to put down. Books capture your imagination. Non fiction books are not easy to read. But Switch makes it simple and unstoppable read. What differentiates Switch from other books is illustrations through stories. Since ages the humanity has learnt its lessons through Upanishad where short stories always imparted knowledge. Switch uses same narrative style.
Today’s organisations look at short term focus because of constant reaction of stock market to sales results by quarter. This always leads to organisations missing the whole strategy for short term gains. Srini conveys through the book a customer centric strategy that can make organization and individuals succeed whether they are in sales or other functions. It is a must read for people at all levels in organisations.

[Vijaya Subrahmanyam · Rating 4 out of 5]

Being in finance and generally considering ‘sales’ to be out of my comfort zone, what I found particularly appealing is the holistic emphasis in the book that is maintained throughout. Stating that “sales can succeed only when it aligns with the larger vision of the organization,” was wonderfully brought out with the interweaving of various divisions from finance to purchasing to supply chain to IT to sales, within a firm. Positioning a sales person from a perceived ‘annoying’ person calling to pitch a product or idea, to a sales person as a creator of an opportunity with insights as to the future needs of a company or division, filling gaps where shortfalls were not perceived, was very appealing. The storytelling style with personal insights made it an easy and discerning read. The story of the three friends and the constant hunt for the mythical job to attain true satisfaction had almost a spiritual touch to it.

[Arunabha Bhattacharya · Rating 5 out of 5]

I was in a book shop last week and chanced upon the book "Switch" and bought a hardcover after many years.... To be frank I was not planning to buy any book...but something clicked...and then I could not put the book down..
Love the writing style...very engaging... insightful.. Even though I work in the non profit sector there are lot of things I could relate to....A must read.

[Madhuri Y. · Rating 5 out of 5]

Switch tells us that it’s all about the customer. It reminds us that every one of the company’s functions revolve around the customer. It isn’t just a book about sales and marketing, not just a book on strategic management, but one that weaves nine transforming insights into stories that tell us how to walk with the customer.

[Mammen · Rating 5 out of 5]

Well written, insightful and inspiring. A must read for all those who struggle to understand why sales don’t happen to meet expectations. Highly recommended for those who sit at reviews and fail to understand sales process.

[Anirvachan · Rating 4 out of 5]

Quite an insightful book. A must read for the young B2B sales executive, and equally relevant for the veterans. The storybook format for expressing insights made it fun to read too.

[Sheetal Jain · Rating 5 out of 5]

Sales & Marketing has changed over ages from Relationship sales-Strategic sales (Xerox) -SPIN Selling- Customer centric approach. But "selling ice to eskimos" remain the role model for a sales person. The Author in this book urges Corporates to take customer centric approach and takes us through 8 concepts of this transition.

Key element of this book is its story telling format unlike usual business books which is very refreshing and engaging. Each concept is explained using one story. Any B2B Sales person would be able to relate to situations given and can get some answers from the approaches taken. The examples/ stories are very India centric which makes it more relevant and interesting.

If you analyse reason for a favorite subject in school of any student- 90% of the chance is - it would be the teacher. How a teacher explained the concept and it stayed with you for a long time.
I put this book in the same category where concepts were explained so well that they will stay with you over time.

[Pritika · Rating 5 out of 5]

This book is a giver of fundamental secrets to finding success in sales. If you are on a pursuit of selling something, which frankly we all are - you must read this book. The insight section at the end of each chapter was my favourite part of the book. If you are looking at making a transformation in your business or professional life this is the book for you.

[Rhea Menon · Rating 4 out of 5]

There are very few books and authors out there who understand B2B high tech sales scenarios. Srini book is a wonderful read and one can identify with the real life experiences and case studies he has used. Client centricity and long term relationship are critical to B2B selling and the books underscores that very well. It was a pleasure reading it.
Ajoy Menon