"Selling the First Oyster"
In his book,
"Selling the First Oyster", Laird compares the challenge of selling transformational technologies to the challenge of convincing someone to eat a raw oyster for the first time. Today's technologies require a new set of skills in order to generate demand for the changes these technologies entail. Laird brings logic and real life examples into the mix, making this book a must read for sellers of today's transformational technologies.
Table of Contents:
PART I
FROM SELLING TECHNOLOGY TO SELLING TRANSFORMATION
Chapter 1: Selling Technology
Chapter 2: Selling Transformation
Chapter 3: You Can't Sell Transformation the Same Way You Sold Technology
Chapter 4: What About ROI?
PART II
WHY TRANSFORM?
Chapter 5: Putting it into the Context of Previous Transformations
Chapter 6: In Spite of the Complexity, Expense and Risk
Chapter 7: The Key Drivers of Transformation
Chapter 8: Where Do You Go From Here?
PART III
IT MUST ADD UP
Chapter 9: What is Business Transformation?
Chapter 10: It's More Than Technology
Chapter 11: The Bright Side of Risk
PART IV
ARTICULATING BUSINESS VALUE & RESEARCH
Chapter 12: Articulating Business Value
Chapter 13: What is "Business Value"?
Chapter 14: Researching for Business Value
Chapter 15: Where Do You Go From Here?
PART V
THE TRANSFORMATION CONVERSATION
Chapter 16: Selling to Business Decision Makers
Chapter 17: The Framework for a Business Transformation Conversation
Chapter 18: Anchoring
Chapter 19: Competitive Differentiation
PART VI
MAKING IT ALL ADD UP
Chapter 20: Past Transformations
Chapter 21: Current Transformations
Chapter 22: The Bottom Line
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