Kevin Davis

Slow Down, Sell Faster!

Understand Your Customer's Buying Process and Maximize Your Sales

• Broschiertes Buch

Produktbeschreibung

What do customers really want from salespeople? Slower, more attentive conversations that address their unique needs. Discover the simple yet powerful eight-step process for delivering a winning sales pitch to any audience.

Produktdetails

• Verlag: AMACOM
• Second Edition
• Seitenzahl: 288
• Erscheinungstermin: 5. Januar 2011
• Englisch
• Abmessung: 229mm x 152mm x 18mm
• Gewicht: 471g
• ISBN-13: 9780814416853
• ISBN-10: 0814416853
• Artikelnr.: 30364503

Autorenporträt

KEVIN DAVIS is president of TopLine Leadership, a sales and sales management training company. His revolutionary eight-step process is used at Citigroup, ADP, Bayer, Sprint-Nextel, IKON Office Solutions, Global Imaging Systems (a XEROX company), and dozens of other Fortune 500 companies.

Inhaltsangabe

Foreword
Acknowledgments
Introduction
PART I UNDERSTANDING BUYING IS WHERE SELLING
SHOULD START
Chapter 1 Why Slower Is Faster: How Selling Too Fast Results in
Lost Sales and a Longer Buying Process
How Selling Too Fast Causes Lost Sales
Shifting from Selling- to Buying-Focused
The Eight Steps in the Customer's Buying Process
Six Mysteries of Selling Solved
The Eight Sales Roles That Match the Buying Process
Slow Down and Get in Sync!
Chapter 2 Mastering the Politics of Selling to Multiple
Decision Makers
The Players on a Complex Buying Team
Configurations of a Complex Buying Team
A Case Study in Complex Buyinnamics
How to Avoid the Biggest Mistakes
Looking Ahead
Chapter 3 Winning the Complex Sale
The Questions You Can't Afford Not to Ask
Fundamental Skills to Master
When in the Buying Process to Reach Each Decision Maker
Sharpening Your Political Skills
Winning Over 0a Complex Buying Team Takes Skill
PART II THE EIGHT ROLES OF BUYING-FOCUSED SELLING
Prologue to Part II
How to Get Started with the Eight Sales Roles
Focus on Obtaining Go-Forward Commitments
Getting Started
Chapter 4 The Student: Use Knowledge to Gain an Edge
Study Your Customer
Customer Step 1: Change
How a Student Gains a Deeper Understanding of Your
Customer's Business
Know Three Things about Each Customer That Other
Salespeople Won't Know
Understanding the Company's Decision-Making Hierarchy 66
Put Your Knowledge to Work
Milestone #1: Getting More First Appointments
The Goal: A Twenty-Minute Appointment
A Telephone Approach That Gets Results
Preparing for the First Appointment
Chapter 5 The Doctor: Diagnose Small Problems, Define Big Needs
Uncovering Needs to Establish the Value of Your Solution
Customer Step 2: Discontent
Types of "Patients” You Will Meet
How the Doctor Intensifies the Prospect's Need for Change
The Five Steps of Diagnosis
Handling the "Ballpark Price” Questions
Identify then Intensify Discontent
Milestone #2: Accelerating Momentum with a
Memo of Understanding (MOU)
Why MOUs Areitical
Sample MOU
Chapter 6 The Architect: Design Customer-Focused Solutions
Orienting on the Buying Process
Customer Step 3: Research
The Customer's Process for Developing a Solution
Understanding Customer Buying Criteria
The Dynamics of Customer Buying Criteria
How an Architect Designs Unique Solutions
Identify Your Differentiators (Do a Market Assessment)
The Architect's Toolkit: How to Understand and Influence
Buying Criteria
Creating a Better Match Between Criteria and Capabilities
Create a Unique Solution to Match Customer Needs
Chapter 7 The Coach: Make a Plan to Defeat the Competition
Evaluating Your Starting Position
Customer Step 4: Comparison
How a Coach Develops a Winning Game Plan
Scouting the Competition
Five Winning Strategies
Become a Stronger Competitor
Milestone #3: Winning Proposals and Presentations
Developing a Convincing Proposal
Presentations: Preparation Will Meet Opportunity
Be Sure to Maintain Communication
Chapter 8 The Therapist: Understand and Resolve a Buyer's Fears
Customer Step 5: Fear
Why Fear Happens
How a Therapist Resolves Buying Fears
Important Skills of a Therapist
Fear May Not be the Only Hurdle
Resolving Your Own Fears
Help Customers Move Past Fear
Chapter 9 The Negotiator: Reaching a Mutual Commitment
Customer Step 6: Commitment
How a Negotiator Creates Win-Win
Preparing to Negotiate
Handling the Most Common Customer Negotiating Tactics
When the Negotiation Really Begins
Negotiate to a Win-Win Agreement
Milestone #4: Transitioning from Pre- to Post-Sale
Do You Keep or Hand Off Implementation?
Drafting an Implementation Plan
Minimizing Customer Risk
Chapter 10 The Teacher: Teach Customers to Achieve
Maximum Value
Customer Step 7: Expectations of Value
Lessons from the Learning Curve
How an Effective Teacher Instructs Customers:
The Four Steps of Customer Education
Teaching Benefits You, the Teacher
Exceed Your Customers' Expectations
Chapter 11 The Farmer: Cultivate Customer Satisfaction
and Loyalty
The Key to Customer Satisfaction
Customer Step 8: Satisfaction
How a Farmer Cultivates Customer Loyalty
Four Keys to Sales Farming
The Three Levels of Customer Relationships
When and How to Develop a Strategic Partnership
Getting More Referrals and Testimonials
Your Final Role: Chief Satisfaction Officer
Epilogue to Part II
PART III COACHING THE EIGHT SALES ROLES
Chapter 12 Coaching for Success: Advice foro Work for Them)
What Is Coaching?
How to Improve Your Sales Coaching
Getting the Most Value Out of Each Milestone
Coaching the Sales Roles
Your Mission: Create a Great Sales Team
Endnotes
Index
About the Author