Fluctuating customer requirements and competitive forces are putting more pressure on sales professionals. If you work in complex sales, you know that it's the most competitive and lucrative arena in the sales world. But setting yourself apart from the competition is tough. Success demands superior strategies and precise execution. If the stakes are high and you're expected to win, you will need Mastering the Complex Sale to give you the edge you've been looking for.

For two decades, Jeff Thull has been teaching leading-edge strategies to professionals involved in complex sales.  Now, he presents his proven and effective methods in this precise and comprehensive book that anyone can use to break away from the pack.

In Mastering the Complex Sale, Thull presents The Prime Process, a new business paradigm that gives you a solid system, as well as unique skills and the mental discipline needed to execute it.  The Prime Process is a diagnostic, customer-centered approach that clearly sets you apart from your competition and positions you with respect and credibility as a valued and trusted advisor.

It's a smarter way to sell and it raises the bar for all sales methodologies.  In fact, it's not just about selling — it's about making quality business decisions.  This book will show you how to position yourself as a source of competitive advantage to your customers.  It creates trust rather than suspicion, cooperation rather than confrontation, and the most formidable barrier of all to your competition — customer loyalty.

The Prime Process redefines the strategy of the complex sale and shows you how to:

• Gain access to and connect with the highest levels of power and influence
• Differentiate yourself from competitors early in the sales process
• Dramatically reduce the sales cycle time
• Prevent "unpaid consulting"
• Create questions that bring unrestricted flows of information
• Separate real business from resource drains
• Translate your market strategy into sales results

If you're one of the millions of professionals competing in complex sales — in industries including technology, health care, manufacturing, finance, and professional services — Mastering the Complex Sale is the only book that shows a step-by-step process to compete and win when the stakes are high.

Reviews for the book, Mastering the Complex Sale:

Game Changing
Geoffrey A. Moore, Author of Crossing the Chasm

“Jeff Thull’s ‘Prime’ process plays a key role in helping companies and their customers cross the chasm with disruptive innovations. It has built into its core the high-integrity communications and depth of commitment necessary to ensure customers succeed with game-changing initiatives.”

He has captured the essence of selling in today’s turbulent times.
Mario Concha, President, Georgia-Pacific Resins, Inc.

“If your margins are eroding and your organization is trapped in the conventional sales paradigm, Mastering the Complex Salehas the road map, and Jeff Thull, CEO Prime Resource Group, is an excellent guide. He has captured the essence of selling in today’s turbulent times.”

We’ve ingrained The Prime Process in our culture around the globe…a sustainable competitive advantage.
Jim Clauser, President and COO, IBA Technology Group – Belgium

“We’ve ingrained The Prime Process in our culture around the globe and it’s clearly a sustainable competitive advantage—I write this endorsement with some reluctance as I don’t want my competitors to have this advantage. In 30 years of reading books and attending seminars to continue my professional growth, there is only a handful that I can say made a difference. Jeff Thull’s Mastering the Complex Sale is one of them.”

It will bring tremendous business advantage.
Stan Luboda, Vice President, Americas, Cognex

“Jeff Thull’s approach to the complex sale is both accurate and insightful, and for any sales organization that embraces and puts Mastering the Complex Sale into practice, the models and strategies of The Prime Process will bring them a tremendous business advantage.”

A prescription for global success!
Dr. Richard M. Brooks, Vice President Worldwide Marketing, Waters Corporation

“Jeff Thull’s leading–edge thinking has contributed to a change in our fundamental approach to sales and marketing and has had a significant impact on our bottom line. Mastering the Complex Sale and The Prime Process is a prescription for global success!”

For 18 years the concepts in this book have worked for us
David Madsen

“I had a chance to read Mastering the Complex Sale, by Jeff Thull, a few weeks before it was released to the public. For the last 18 years we have used many of the concepts contained in the book and had a great deal of success. Like any book, it does not give a reader the complete experience; I often explain it by asking people to read about a football game, compared to watching the game, verses going to the game. You can't smell the hotdogs or hear the 'fanatic' fan reading about the game. While you will learn about concepts and principles that work, you will experience them when you master them and use them to serve your industry and customers.

The concepts in the book have worked and worked very well for us, we are on our 2nd generation of sales managers and 3rd generation of sales reps using the material. Even after going from a market unknown to the dominant market leader, we still enjoy 15-20%, adjusted sales growth, year over year. We have acquired other companies and produced new products; using the fundamentals and the culture derived from implementing them we see a great, consistently growing future ahead.”

Packed with Knowledge!
Rolf Dobelli

“This excellent guide explains a methodology that can help anyone in sales. This sales approach depends essentially on seeing the sale through the customer's eyes, and involving the customer in designing a solution to his or her own problems. This approach goes against some standard practices in sales, but those standard practices antagonize customers and build distrust.

Author Jeff Thull offers helpful reminders on the value of researching individual customers, picking the right entry point to an organization and other best practices. However, he sometimes seems over-enthusiastic and over-optimistic about his system's infallibility. After all, in some organizations, sales people who tried to follow this methodology would be criticized for failing to meet more conventional targets, such as number of calls per week. This detailed method for conquering many-level, multi-step sales is time and research-intensive, but highly effective. We applaud his emphasis on the value of asking and listening instead of speaking. Highly recommended.”

Stands Head and Shoulders Above the Rest
Michael McLaughlin

“Jeff Thull's insights add a new dimension to the field of business-to-business selling. If your sales process involves selling to multiple people, with multiple perspectives and objectives, you need this book.

Thull argues that many people follow the outdated, predator model of selling, and that poor results from that approach should be expected. Instead, Thull wants sales people to focus on helping customers make the best decision, even if the business goes to a competitor.  By focusing squarely on the solving the customer's problem, rather than focusing on the needs of the salesperson, you will have more long-term sales success.  The book does a good job of codifying how the top 3%-5% business-to-business salespeople win. This isn't warmed-over sales advice. Thull's book is a roadmap for selling success.”