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RED-HOT SELLING:POWER TECHNIQUES THAT WIN EVEN THE TOUGHEST SALEGOLDNER PAUL S.wydawnictwo: AMACOM , rok wydania 2010, wydanie Icena netto: No matter what, where, and to whom you sell, everything you do fits into one of three phases of the sales process: Planning, Execution, and Closing. True red-hot sellers know exactly what each phase encompasses, and the rest of us can learn in the time it takes to read this ultra-practical book. Red-Hot Selling presents a simple, start-to-finish sales process for new sales professionals and veterans alike that shows how to: Eliminate the peaks and valleys in your sales cycle • Manage your time for optimum results • Ask your customers and prospects the six most powerful questions • Find and penetrate the best accounts • Create and deliver dynamic sales presentations and winning proposals • Beat back objections • And much more Red-Hot Selling also includes the author’s powerful three-tiered planning process, proprietary tools including the Meeting Management Worksheet™, and the best closing techniques in the business—plus can’t-miss secrets for distinguishing your product or service in a competitive market. Selling may be tough, but it’s not complicated. With this one-of-a-kind guide, you can streamline your job, kick-start your career, and send your earnings sky-high! Table of Contents Introduction: So you Want to be a Sales Professional xi Part I World-Class Sales Planning 1 Chapter 1 Prospecting Plans: Keeping the Pipeline Full 3 Planning Is a Natural Part of Living 3 You Are the CEO of Your Own Territory 5 Sales Planning Essentials 6 Your Prospecting Business Plan 7 Apportion Your Time 9 The Model for the Plan and Its Variants 11 Now, an Example 12 Final Thoughts 17 Chapter 2 Territory Plans: The Heart of the Sales Planning Process 19 The Large-Account Strategy 20 The Large-Account Strategy in Action 22 The Secret of Sales Success 22 How the Large-Account Strategy Works 25 Some Common Mistakes in Setting Up Your Territory 26 Why the Large-Account Strategy Works 28 Implementing the Large-Account Strategy 28 Take the Measure of Your Prospects 29 What if I Don't Work at the Top End of a Market? 32 Determine Your Account Load 33 The 80/20 Rule to Estimate Territory Size 34 Create the Account List 35 Going from Here 37 Chapter 3 Account Plans: The Third Leg of the Triple Crown 39 Your Account Plan 39 How Many Account Plans Should you Maintain? 40 What About Prospects? 40 What About the Workload? 41 The Account Development Cycle 42 Identify Customer Needs and Position Yourself 43 Start with Small Sales 43 The Move to Larger Sales 48 The Primary Provider-But Not So Fast . . . 49 Expand Your Account Penetration 50 The Trusted Adviser 51 The Sales Discovery Process 52 Procurement and Purchasing 52 Technical Review 53 The Originating Executive 54 The End Users 56 The Triple Crown Winner 56 Part II High-Performance Sales Execution 59 Chapter 4 Prospecting: Eliminating the Peaks and Valleys of Selling 61 Stay Current! 61 Prioritize Your Prospects 62 The ABC Call Cadence 63 The Call Script 65 A Nice Greeting 67 The Business Issue 68 The Open-Ended Follow-Up Question 69 Closing the Prospecting Call 71 Monitor Your Progress 71 Types of Completed Calls 74 The Invitation to a Meeting 75 The Opportunity Realized 76 Compelling Reasons to Persevere 76 Chapter 5 Sales Discovery: The One Thing That Does It 79 An Overview of the Discovery Process 81 The Necessity of Getting Beyond Yes or No 81 Preparation Is the Key 84 The Meeting Management Worksheet 85 Your Objective 85 Your Strategy 86 Your Meeting Agenda 88 Your Unique Selling Points 104 Your Next Step 106 Chapter 6 Handling Objections: The Easy Way! 107 There Are a Limited Number of Objections 108 The Right Model for Handling Objections 109 The Price Objection 110 The Competition Objection 110 Reference Examples, Both Actual and Synthesized 113 The Limitations of "Supplementing" 114 The "Will It Work?" Objection 115 The "Not Now" Objection 119 The Objection-Handling Matrix 124 Part III Closing Strategies That Win the Business 127 Chapter 7 Closing the Sale: The Best-Kept Secrets 129 Sales Planning as a Closing Technique 129 Prospect Planning for Greater Leverage 132 Territory Planning at the Closing 133 The Account Planning Carryover Effect 133 The Leverage Effect on Overall Sales 134 Sales Execution as a Closing Technique 136 Nurture, Not Closure 138 A Step Toward Future Sales 139 The Consultative Sales Process 140 The Customer-Seller Partnership 142 Completing the Consultative Sales Process 143 The Closing Phrase 146 Chapter 8 The Recipe for Winning Proposals 149 The Introduction and the Customer's Needs 150 Your Solution 152 Holding Onto Your Reader 153 Competing on Price Is Not a Sustainable Strategy 154 Raise Your Visibility as a Supplier of Niche Needs 156 Paul's Rule of One and Rule of Many 158 Leverage the Cost of Switching Vendors 159 Not Always on the Outside Looking In 163 Manage Customer Perceptions 164 Why Select You? 165 Schedule of Events 166 Investment Summary 166 Comparing Investment Alternatives 168 The Only Way to Present Your Solution 169 Caveat: Avoid Customer Traps 172 Reference Stories 173 How to Synthesize a Story 173 The Best Reference Story of All 174 New-Product Reference Stories 175 One Last, Great Point: Limited-Access Proposals 175 Chapter 9 Winning Sales Presentations 179 To Go First, or Not to Go First: That Is the Question 179 Polish Your Presentation Skills 181 Always Be the Standard Bearer 182 First to Customer 183 Prepare a High-Impact Sales Presentation 184 Acknowledge Individual Interests 185 Allow for Customer Participation 186 Present your Solution 187 Customer Objections During a Presentation 188 Preparation Is Key 190 Summarize Why the Customer Should Select You 191 Acknowledge the Value Added 192 The Value in the Sales Relationship 194 One Important Word of Caution 196 Provide a Compelling Reason to Act 197 The Opportunity Costs of Slow Decision Making 198 Doing the Numbers 199 Remember Your Follow-Through 200 Chapter 10 The Ten Best Sales Strategies 203 1 Sales Is a Process 203 2 Sales Time Management 204 3 A Full Sales Pipeline 205 4 The Large-Account Strategy 206 4a The Corollary to the Large-Account Strategy 207 5 The Account Development Cycle 208 6 Planning: The Best Closing Strategy 210 7 Monitoring Your Progress 211 8 Managing Customer Perceptions 213 9 Being Prepared 214 10 The Roadmap to Success 214 Index 217 240 pages, Hardcover
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