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Based on ten years of extensive research and interviews with thousands of top sales performers in a variety of industries, Silver Bullet Selling reveals the secrets all great sales professionals have in common. It's not what you say that determines your success in sales; it?s how you execute the sales process to create a unique buying experience for customers. This book shows you how to apply the silver bullet selling method to launch your sales through the roof. Read it, and fire away at the competition.
Based on ten years of extensive research and interviews with thousands of top sales performers in a variety of industries, Silver Bullet Selling reveals the secrets all great sales professionals have in common. It's not what you say that determines your success in sales; it?s how you execute the sales process to create a unique buying experience for customers. This book shows you how to apply the silver bullet selling method to launch your sales through the roof. Read it, and fire away at the competition.
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Autorenporträt
G.A. Bartick is President of OutSell, which trains 25,000 salespeople each year. A former executive at Nordstrom, he is also a national speaker and facilitator at conventions and meetings around the country. He has developed and implemented sales programs for Morgan Stanley, Wachovia, Charter Communications, and Oakley, among others.
Paul Bartick is a Director at OutSell who has published dozens of articles in periodicals and newsletters on implementing the Silver Bullet Selling sales process. He has created customized content for hundreds of Silver Bullet Selling programs for clients such as Bank of America, Time Warner, Transamerica, and DIRECTV.
Inhaltsangabe
Foreword by Michael St. Lawrence xiii Acknowledgments xv PART ONE THIS IS SILVER BULLET SELLING 1 CHAPTER ONE You Don't Have to Be a Natural-Born Salesman 3 CHAPTER TWO I'm a Salesman and This Is My Story 7 What's in a Name? 8 Changing Lives Six Steps at a Time 9 CHAPTER THREE Why You've Got to Read This Book 10 The Six-Step Silver Bullet Selling Process 10 Who Wrote This Book Anyway? 12 Why I Wrote This Book 14 How to Get the Most Out of This Book 15 CHAPTER FOUR Why a Sales Process? 17 The Gift of Gab Doesn't Necessarily Translate into Sales Commissions 17 Lowering Resistance and Raising Receptivity 19 In Sales, Communication Is King 20 Playing with Emotion 21 CHAPTER FIVE What Is This Bullet Selling Process, Anyway? 25 The Six Steps: An Overview 26 Great Sales: One Part Process, One Part Personality 28 A Little More Effectiveness Leads to Dramatic Results 31 PART TWO SIX-STEP BULLET SELLING PROCESS 33 Step One Pre-Call Planning 35 CHAPTER SIX Pre-Call Planning Overview 36 The Importance of a Quiet Mind 36 CHAPTER SEVEN What Pre-Call Planning Really Means 41 Pre-Call Planning Means Research 41 Pre-Call Planning Definitely Means Appearance 43 Getting There on Time Is Pre-Call Planning 44 Rehearsing Is Pre-Call Planning 45 Pre-Call Planning in Team Selling Situations: The 10 Key Issues 46 Getting the Names Right Is Pre-Call Planning 48 Pre-Call Planning Is Ironing Your Briefcase 49 CHAPTER EIGHT Pre-Call Planning Checklists 51 Examples: Pre-Call Planning Checklists 51 Pre-Call Planning Tips 54 Step Two Building Rapport 57 CHAPTER NINE Building Rapport Overview 58 CHAPTER TEN Preliminary Pleasantries and the Agenda Statement 63 Preliminary Pleasantries Start the Ball Rolling 63 Transitioning to the Business Conversation 64 The Agenda Statement 65 Begin Every Meeting with an Agenda Statement 75 Serving Up a Million-Dollar Loan at Mickey D's 76 Passion Is Contagious 78 CHAPTER ELEVEN Building Rapport by Playing the Credibility Card 80 Positive Effects of a Credibility Statement 81 Three Questions on Every Buyer's Mind 82 Putting It All Together 91 Using the Credibility Statement 92 Building Rapport Tips 92 Step Three Discovery 95 CHAPTER TWELVE Discovery Overview 96 Discovery Is More than Fact Finding 97 Listening to Understand versus Listening to Respond 100 CHAPTER THIRTEEN The Goals of Discovery 107 Discovering the Buying Gap 107 Listening Is the Gateway to Rapport 108 Discovery Generates Buying Momentum 110 CHAPTER FOURTEEN Tools You Need to Accomplish the Goals of Discovery 111 Buying Criteria 111 Uncovering Buying Criteria 115 CHAPTER FIFTEEN You're Only as Smart as the Questions You Ask 119 Asking Questions Is Not an Interrogation 120 It's Not about Pain 121 The Importance of Taking Notes 122 Discovery Question Flow Example 126 You Know What Happens When You Assume . . . 129 Discovering Where the Emotional Criterion Is Hiding 130 What If You Sell Boring Products? 130 CHAPTER SIXTEEN The Discovery Summary: So Important, It Gets Its Own Chapter 133 Discovery Summary: Taking Discovery to the Next Level 134 Example Discovery Summary 138 A Few Choice Words about Sales Cycles 140 Discovery Tips 141 Step Four Tailored Solution 143 CHAPTER SEVENTEEN Tailored Solution Overview 144 Where We Are in the Process 145 The Solution Presentation: Not Your Father's Sales Presentation 148 CHAPTER EIGHTEEN Your Solution Presentation Agenda Statement 150 Single-Call versus Multiple-Call Close 150 Begin the Solution Presentation with an Agenda Statement 151 CHAPTER NINETEEN Your Business Philosophy 155 Building Your Business Philosophy 155 The 3×3 Presentation Technique 156 Building Your Business Philosophy 158 How Do You Compete? Figuring Out Your Competitive Advantage 162 CHAPTER TWENTY Presenting the Details of Your Solution 164 Presenting the Details of the Deal 164 It's All about WIIFM 164 Features, Bridges, and Benefits 165 Linking FBBs to What You Learned in Discovery 168 Proposal Best Practices 174 How to Use Evidence 176 Organize Your Evidence 177 Trial Close: Testing for Buyer Reaction 178 Put Passion into Your Solution Presentation 179 Step Five Addressing Concerns 181 CHAPTER TWENTY-ONE Addressing Concerns Overview 182 Two Secrets You've Got to Know before Addressing Any Concerns 186 Two Situations We Don't Want to Get Into 189 How the Real Pros Do It 190 Two Skills to Master 190 CHAPTER TWENTY-TWO Executing the Addressing Concerns Process 191 The Six-Step Addressing Concerns Process 191 The Process Is Not Bulletproof 192 Transitioning to the Addressing Concerns Process with a Trial Close 193 The Four Types of Buyers 193 CHAPTER TWENTY-THREE Responding to Concerns 212 Three Ways to Respond to the Cost Concern 213 Addressing Concerns Other than Cost 223 Trial Close 225 Using the Addressing Concerns Process at Home 228 CHAPTER TWENTY-FOUR Vaccinating the Buyer against the Competition 231 Tips on Addressing Concerns 233 Step Six Closing the Sale 235 CHAPTER TWENTY-FIVE Closing the Sale Overview 236 CHAPTER TWENTY-SIX What Closing Is All About 239 Closing Is a Process, Not an Event 239 Closing Rewards the Persistent: A Lesson from Dr. Seuss 240 When-at-First-You-Don't-Succeed Success Stories 241 CHAPTER TWENTY-SEVEN Closing the Sale: Firming Up Details and Setting Expectations 243 Asking for the Order Is Closing 243 Three Possible Outcomes 246 PART THREE AUXILIARY FIREPOWER 255 CHAPTER TWENTY-EIGHT Additional Ammunition 257 Reserve Power 258 More Bullets for Your Chamber 258 What's Next? 276 The Silver Bullet Community 277 APPENDIX OutSell Consulting: "Our Business Is Your Business" TM 278 OutSell Driving Principles 278 Four Spokes of OutSell 279 Index 281
Foreword by Michael St. Lawrence xiii Acknowledgments xv PART ONE THIS IS SILVER BULLET SELLING 1 CHAPTER ONE You Don't Have to Be a Natural-Born Salesman 3 CHAPTER TWO I'm a Salesman and This Is My Story 7 What's in a Name? 8 Changing Lives Six Steps at a Time 9 CHAPTER THREE Why You've Got to Read This Book 10 The Six-Step Silver Bullet Selling Process 10 Who Wrote This Book Anyway? 12 Why I Wrote This Book 14 How to Get the Most Out of This Book 15 CHAPTER FOUR Why a Sales Process? 17 The Gift of Gab Doesn't Necessarily Translate into Sales Commissions 17 Lowering Resistance and Raising Receptivity 19 In Sales, Communication Is King 20 Playing with Emotion 21 CHAPTER FIVE What Is This Bullet Selling Process, Anyway? 25 The Six Steps: An Overview 26 Great Sales: One Part Process, One Part Personality 28 A Little More Effectiveness Leads to Dramatic Results 31 PART TWO SIX-STEP BULLET SELLING PROCESS 33 Step One Pre-Call Planning 35 CHAPTER SIX Pre-Call Planning Overview 36 The Importance of a Quiet Mind 36 CHAPTER SEVEN What Pre-Call Planning Really Means 41 Pre-Call Planning Means Research 41 Pre-Call Planning Definitely Means Appearance 43 Getting There on Time Is Pre-Call Planning 44 Rehearsing Is Pre-Call Planning 45 Pre-Call Planning in Team Selling Situations: The 10 Key Issues 46 Getting the Names Right Is Pre-Call Planning 48 Pre-Call Planning Is Ironing Your Briefcase 49 CHAPTER EIGHT Pre-Call Planning Checklists 51 Examples: Pre-Call Planning Checklists 51 Pre-Call Planning Tips 54 Step Two Building Rapport 57 CHAPTER NINE Building Rapport Overview 58 CHAPTER TEN Preliminary Pleasantries and the Agenda Statement 63 Preliminary Pleasantries Start the Ball Rolling 63 Transitioning to the Business Conversation 64 The Agenda Statement 65 Begin Every Meeting with an Agenda Statement 75 Serving Up a Million-Dollar Loan at Mickey D's 76 Passion Is Contagious 78 CHAPTER ELEVEN Building Rapport by Playing the Credibility Card 80 Positive Effects of a Credibility Statement 81 Three Questions on Every Buyer's Mind 82 Putting It All Together 91 Using the Credibility Statement 92 Building Rapport Tips 92 Step Three Discovery 95 CHAPTER TWELVE Discovery Overview 96 Discovery Is More than Fact Finding 97 Listening to Understand versus Listening to Respond 100 CHAPTER THIRTEEN The Goals of Discovery 107 Discovering the Buying Gap 107 Listening Is the Gateway to Rapport 108 Discovery Generates Buying Momentum 110 CHAPTER FOURTEEN Tools You Need to Accomplish the Goals of Discovery 111 Buying Criteria 111 Uncovering Buying Criteria 115 CHAPTER FIFTEEN You're Only as Smart as the Questions You Ask 119 Asking Questions Is Not an Interrogation 120 It's Not about Pain 121 The Importance of Taking Notes 122 Discovery Question Flow Example 126 You Know What Happens When You Assume . . . 129 Discovering Where the Emotional Criterion Is Hiding 130 What If You Sell Boring Products? 130 CHAPTER SIXTEEN The Discovery Summary: So Important, It Gets Its Own Chapter 133 Discovery Summary: Taking Discovery to the Next Level 134 Example Discovery Summary 138 A Few Choice Words about Sales Cycles 140 Discovery Tips 141 Step Four Tailored Solution 143 CHAPTER SEVENTEEN Tailored Solution Overview 144 Where We Are in the Process 145 The Solution Presentation: Not Your Father's Sales Presentation 148 CHAPTER EIGHTEEN Your Solution Presentation Agenda Statement 150 Single-Call versus Multiple-Call Close 150 Begin the Solution Presentation with an Agenda Statement 151 CHAPTER NINETEEN Your Business Philosophy 155 Building Your Business Philosophy 155 The 3×3 Presentation Technique 156 Building Your Business Philosophy 158 How Do You Compete? Figuring Out Your Competitive Advantage 162 CHAPTER TWENTY Presenting the Details of Your Solution 164 Presenting the Details of the Deal 164 It's All about WIIFM 164 Features, Bridges, and Benefits 165 Linking FBBs to What You Learned in Discovery 168 Proposal Best Practices 174 How to Use Evidence 176 Organize Your Evidence 177 Trial Close: Testing for Buyer Reaction 178 Put Passion into Your Solution Presentation 179 Step Five Addressing Concerns 181 CHAPTER TWENTY-ONE Addressing Concerns Overview 182 Two Secrets You've Got to Know before Addressing Any Concerns 186 Two Situations We Don't Want to Get Into 189 How the Real Pros Do It 190 Two Skills to Master 190 CHAPTER TWENTY-TWO Executing the Addressing Concerns Process 191 The Six-Step Addressing Concerns Process 191 The Process Is Not Bulletproof 192 Transitioning to the Addressing Concerns Process with a Trial Close 193 The Four Types of Buyers 193 CHAPTER TWENTY-THREE Responding to Concerns 212 Three Ways to Respond to the Cost Concern 213 Addressing Concerns Other than Cost 223 Trial Close 225 Using the Addressing Concerns Process at Home 228 CHAPTER TWENTY-FOUR Vaccinating the Buyer against the Competition 231 Tips on Addressing Concerns 233 Step Six Closing the Sale 235 CHAPTER TWENTY-FIVE Closing the Sale Overview 236 CHAPTER TWENTY-SIX What Closing Is All About 239 Closing Is a Process, Not an Event 239 Closing Rewards the Persistent: A Lesson from Dr. Seuss 240 When-at-First-You-Don't-Succeed Success Stories 241 CHAPTER TWENTY-SEVEN Closing the Sale: Firming Up Details and Setting Expectations 243 Asking for the Order Is Closing 243 Three Possible Outcomes 246 PART THREE AUXILIARY FIREPOWER 255 CHAPTER TWENTY-EIGHT Additional Ammunition 257 Reserve Power 258 More Bullets for Your Chamber 258 What's Next? 276 The Silver Bullet Community 277 APPENDIX OutSell Consulting: "Our Business Is Your Business" TM 278 OutSell Driving Principles 278 Four Spokes of OutSell 279 Index 281
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