Heartselling is about selling from your heart and with your heart. It describes the paradigm shift from push marketing to pull marketing. Customers actively avoid pushy marketing and sales approaches and demand more from the companies they do business with. Heartselling is about the science and art of fostering your customer's love to buy from you. Alexander Christiani shows dozens of time tested strategies and tactics to activate the seven magnets of attracting customers. He shows how to orchestrate all these heartselling tools into one comprehensive marketing sinfonia.
Heartselling is about selling from your heart and with your heart. It describes the paradigm shift from push marketing to pull marketing. Customers actively avoid pushy marketing and sales approaches and demand more from the companies they do business with. Heartselling is about the science and art of fostering your customer's love to buy from you. Alexander Christiani shows dozens of time tested strategies and tactics to activate the seven magnets of attracting customers. He shows how to orchestrate all these heartselling tools into one comprehensive marketing sinfonia.
Alexander Christiani is a commercial law specialist and sales professional with more than 20 years of experience as a trainer, consultant and coach. He is an advisor for leading top-performers in business, science and sports. He works with managers all over Europe and coaches all contents in German and in English. info@christiani-consulting.com www.christiani-consulting.com
Inhaltsangabe
Table of Contents Preface Chapter 1: Heartselling—Discovering the Pulse to Your Customer’s Heart The Marketing System of the Seven Magnets. The First Heart Magnet: Being unique through expert positioningThe Second Heart Magnet: Trustworthiness through word of mouth The Third Heart Magnet: Getting-in-touch and keeping-in-touch systems 1. The Lead Relationship Management System (LRM-System) 2. The Stay-in-touch Contact Management System 3. The Touching-Their-Heart-Experience Pipeline 4. Socratic Marketing: Installing feedback loops that enable your clients to teach you which products and services to develop next. The Fourth Heart Magnet to attract your customer: Humanics Heart magnets on the level of the individual The Fifth Heart Magnet: Communication skills The Sixth Heart Magnet: Motivation The Seventh Heart Magnet: Talent Chapter 2: The First Heart Magnet—Being Unique: The Secrets behind Expert Status and Positioning Positioning Exercise No. 1: The Elevator Test Positioning Exercise No. 2: The Elevator Test in Thirty-six months Positioning Exercise No. 3: The Bar Stool Test Positioning Exercise No. 4: The Fan Survey Positioning Exercise No. 5: Building a Prototype. Positioning Exercise No. 6: The Concorde Answer Chapter 3: The Second Heart Magnet—Trust-building through Word of Mouth Word-of-Mouth Strategy No. 1: Start with the right people Word-of-Mouth Strategy No. 2: Five ways of initiating word of mouth Word-of-Mouth Strategy No. 3: Developing a Heart- Touching Story Word-of-Mouth Strategy No. 4: Piggyback Networking. Chapter 4: The Third Heart Magnet: Getting and Staying in Touch 1. The Mechanics of Getting in Touch The Mechanics of Staying in Touch—and reaching your Customer’s Heart Again and Again 3. Touching the Customer’s Heart with Every Experience: The Customer Experience Pipeline 4. Touching Your Customer’s Heart through Offering What He Wants and Likes Most: Socratic Marketing Chapter 5: The Fourth Heart Magnet: Humanics or how to win over your team with a five-star service philosophy and have them look forward to changing company processes 1. Implementing a Five-star Service Philosophy 2. How To Triple Your Team’s Effectiveness in Problem-solving by at Least 300 Percent Chapter 6: The Fifth Heart Magnet: Magnetic Selling: Tripling the Power of Persuasion 1. The Most Important Paradigm on Persuasion 2. The five steps of Magnetic Selling: How to reach your buyer’s heart by tripling your power of persuasion Step 1: Situation analysis Step 2: Strength analysis Step 3: The challenge analysis Step 4: The discovery of consequences Step 5: The benefit discovery Magnetic Selling in handling objections Chapter 7: The Sixth Heart Magnet: Motivation—Radiating eyes as a key attractor for clients (as well as team members and yourself) Chapter 8: The Seventh Heart Magnet: Attracting clients with the right talents to the right positions Analyzing your personal history for talents and strengths Analyzing your activity preferences in the present
Table of Contents Preface Chapter 1: Heartselling—Discovering the Pulse to Your Customer’s Heart The Marketing System of the Seven Magnets. The First Heart Magnet: Being unique through expert positioningThe Second Heart Magnet: Trustworthiness through word of mouth The Third Heart Magnet: Getting-in-touch and keeping-in-touch systems 1. The Lead Relationship Management System (LRM-System) 2. The Stay-in-touch Contact Management System 3. The Touching-Their-Heart-Experience Pipeline 4. Socratic Marketing: Installing feedback loops that enable your clients to teach you which products and services to develop next. The Fourth Heart Magnet to attract your customer: Humanics Heart magnets on the level of the individual The Fifth Heart Magnet: Communication skills The Sixth Heart Magnet: Motivation The Seventh Heart Magnet: Talent Chapter 2: The First Heart Magnet—Being Unique: The Secrets behind Expert Status and Positioning Positioning Exercise No. 1: The Elevator Test Positioning Exercise No. 2: The Elevator Test in Thirty-six months Positioning Exercise No. 3: The Bar Stool Test Positioning Exercise No. 4: The Fan Survey Positioning Exercise No. 5: Building a Prototype. Positioning Exercise No. 6: The Concorde Answer Chapter 3: The Second Heart Magnet—Trust-building through Word of Mouth Word-of-Mouth Strategy No. 1: Start with the right people Word-of-Mouth Strategy No. 2: Five ways of initiating word of mouth Word-of-Mouth Strategy No. 3: Developing a Heart- Touching Story Word-of-Mouth Strategy No. 4: Piggyback Networking. Chapter 4: The Third Heart Magnet: Getting and Staying in Touch 1. The Mechanics of Getting in Touch The Mechanics of Staying in Touch—and reaching your Customer’s Heart Again and Again 3. Touching the Customer’s Heart with Every Experience: The Customer Experience Pipeline 4. Touching Your Customer’s Heart through Offering What He Wants and Likes Most: Socratic Marketing Chapter 5: The Fourth Heart Magnet: Humanics or how to win over your team with a five-star service philosophy and have them look forward to changing company processes 1. Implementing a Five-star Service Philosophy 2. How To Triple Your Team’s Effectiveness in Problem-solving by at Least 300 Percent Chapter 6: The Fifth Heart Magnet: Magnetic Selling: Tripling the Power of Persuasion 1. The Most Important Paradigm on Persuasion 2. The five steps of Magnetic Selling: How to reach your buyer’s heart by tripling your power of persuasion Step 1: Situation analysis Step 2: Strength analysis Step 3: The challenge analysis Step 4: The discovery of consequences Step 5: The benefit discovery Magnetic Selling in handling objections Chapter 7: The Sixth Heart Magnet: Motivation—Radiating eyes as a key attractor for clients (as well as team members and yourself) Chapter 8: The Seventh Heart Magnet: Attracting clients with the right talents to the right positions Analyzing your personal history for talents and strengths Analyzing your activity preferences in the present
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