What Is the 3rd Sales Transformation?

Larreche outlines the evolution of sales effectiveness across three key shifts:

• 1st Transformation: Improve the client interface
• 2nd Transformation: Align sales and marketing
• 3rd Transformation: Focus on corporate value creation

While the first two revolutions prioritized Customer value, the third expands the focus to include value for the seller. The greater the corporate value that a salesperson captures the more valuable she or he becomes for the employer.   As Larreche states:

“I wrote this book to provide today’s sales professionals with powerful tools to succeed at value capturing—for themselves and their business.”

What Drives Corporate Value?

The book defines corporate value creation as any activity that increases a company’s worth and identifies three core levers:  Profitability, Market share, Customer satisfaction

Larreche notes “Sales professionals are generally not aware of the implications of value creation for the corporation, which is a different challenge than value creation for the Customer. Once you develop this, you will find you are better prepared to step up to this new territory of capturing corporate value and are able to deliver greater value not only to your Customers but also to the corporation you work for”

New Capabilities Required

To succeed in value capture selling, professionals must develop the ability to:

• Build strong financial awareness and business acumen.
• Integrate cost and profitability metrics into sales discussions
• Walk away from deals that grow revenue but destroy value
• Balance competing goals: Profitability, Competitive strength and Customer satisfaction

Bottom Line:
As selling becomes more strategic and data-driven, this book is a timely guide for modern sales professionals seeking to elevate their role from deal-maker to value creator—for both Customer and company.