Over the past eighteen months, businesses have painfully discovered that their sales organizations are ill equipped to meet the intense demands of this challenging economy.

The net result, to the sales professional, is the relentless pressure on them to reduce margins or simply lose the sale. "Mastering the Complex Sale" is the first book to step outside the boundaries of conventional selling to solve these problems.

Sales and marketing professionals will finally find a sales process that will put them in control. They will become the new professionals, achieving financial success and professional esteem as valued resources to their customers.

The products and services that we sell and the problems that we solve are becoming ever more complex, and thus increasingly difficult for our customers to understand. At the same time economic malaise, intense competition and customer confusion are exerting tremendous pressures on our pricing and profit margins. The net result, commoditization - an over-simplification of the solutions and buying decisions based on price, is a financially deadly spiral that increases the gap between value delivered and value paid for. You can lose even if you get the sale.

Companies are facing this challenge with sales and marketing organizations that are not equipped to respond and are forfeiting margins and market share at an alarming rate. Companies can stop this financial drain by adopting a "diagnostic focused" rather than a "solution focused" mind-set.