is the first book to directly address one of the most destructive shortcomings in sales organizations today. Author JC Larreche’s approach is so innovative that magazine named it “The sales book of the decade.”For years, sales professionals have focused on creating value for their customers—the first phase in selling. However, in today’s fast-moving world of business, that is just not enough. Under increased financial pressure, businesses today are being pushed to move to an emphasis on the second phase of selling: the capture of corporate value. However, as all-too-many business leaders are finding out to their great dismay, sales professionals have not been trained in the techniques for the capture of corporate value, and they are at the mercy of very well-trained and tough professional buyers. is the first book to address this gap. It is specifically designed to provide sales professionals—both veteran and new alike—with a complete roadmap for making the transition from value selling to value-capture selling, including: