Читать книгу Pick Up The Phone and Sell - Alex Goldfayn - Страница 2
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5 PART ONE: INTRODUCTION CHAPTER 1: THE LOST ART OF PROACTIVE CALLING IN THE SALES PROFESSION CHAPTER 2: AN EXECUTIVE SUMMARY: HOW TO PICK UP THE PHONE AND SELL CHAPTER 3: LEAD WITH THE PHONE: MAKE IT THE TIP OF YOUR SELLING SPEAR DEFINITION: WHAT IS A PROACTIVE CALL? PROACTIVE CALLS FEED THE SALES MACHINE PHONE FIRST: LEAD WITH THE PHONE THREE TO FIVE CALLS A DAY CHAPTER 4: THE PHONE IS THE SINGLE MOST EFFECTIVE AND UNDERUSED SELLING TOOL WE HAVE REASONS THE PHONE IS THE SINGLE MOST EFFECTIVE SELLING TOOL PHONE CALLS MAKE US SINGULARLY MEMORABLE, BUT EMAIL MAKES US FORGETTABLE WHAT ABOUT MEETINGS? CHAPTER 5: WHY WE AVOID THE PHONE PRACTICAL REASONS WE DON'T PICK UP THE PHONE MINDSET ISSUES FOR WHY WE DON'T PICK UP THE PHONE CHAPTER 6: THE PHONE COMPARED TO OTHER SALES COMMUNICATIONS PATHWAYS THE PROACTIVE CALL IN-PERSON MEETINGS VIDEO CONFERENCES TEXT MESSAGES HANDWRITTEN NOTES LINKEDIN AND OTHER SOCIAL MEDIA EMAIL CHAPTER 7: PLANNERS AND TRACKERS TO HELP YOU PICK UP THE PHONE AND SELL CREATE YOUR TARGET 60: A RUNNING LIST OF CUSTOMERS AND PROSPECTS YOU WANT TO COMMUNICATE WITH PLAN YOUR PROACTIVE CALLS FOR THE WEEK FINALLY, LOG YOUR CALLS
6 PART TWO: YOUR MINDSET AND YOUR PHONE CHAPTER 8: IT'S IMPOSSIBLE TO OUTSELL YOUR MINDSET SPORTS AS A PARALLEL WHY IT'S IMPOSSIBLE TO OUTSELL OUR MINDSET THE MINDSETS THAT MAKE PROACTIVE CALLING EASY THESE MINDSETS GO TOGETHER OUR MINDSET IS NEITHER FIXED NOR PERMANENT – YOU CAN DEVELOP IT CHAPTER 9: FEAR IS THE ENEMY OF PICKING UP THE PHONE ON FEAR IN SALES FEARS ARE NOT GROUNDED IN REALITY SO, WHAT DO WE DO ABOUT THIS FEAR? CHAPTER 10: LET'S TALK ABOUT OUR SPECIFIC FEARS AROUND PHONE SELLING REMEMBER THAT YOU'RE MOSTLY CALLING PEOPLE YOU KNOW THE FEAR: I DON'T WANT TO BE SEEN AS A USED CAR SALESPERSON. THE FEAR: I DON'T WANT TO BOTHER THE CUSTOMER. THE FEAR: THEIR PHONE IS ALREADY RINGING OFF THE HOOK. THE FEAR: IF THEY WANT TO TALK TO ME, THEY'LL CALL ME. THE FEAR: I DO NOT ENJOY GETTING PHONE CALLS, SO PEOPLE OBVIOUSLY DO NOT LIKE TO TALK ON THE PHONE. THE FEAR: NOBODY ANSWERS THEIR PHONE ANYWAY, SO WHY BOTHER? A FINAL NOTE ON FEAR – THESE ARE OUR DISCOMFORTS CHAPTER 11: BELIEVE IN YOUR VALUE AS MUCH AS YOUR CUSTOMERS DO CHAPTER 12: PERSEVERANCE IS A SALES SUPERPOWER THE DEFINITION OF PERSEVERANCE OURS IS A REJECTION PROFESSION SALES SUCCESS IS LIKE A RARE AND VALUABLE ROOKIE CARD PERSEVERANCE IS TWICE AS IMPORTANT AS TALENT OR TECHNIQUE THE NEXT EFFORT MAY BE THE ONE THAT GETS IT DONE PERSEVERANCE EVEN WHEN IT FEELS HOPELESS HAVE FAITH IN YOURSELF AND THE PROCESS TWO KINDS OF PERSEVERANCE THE CRITICAL IMPORTANCE OF MULTIPLE EFFORTS WHO DESERVES FOR US TO PERSEVERE? AND, AT THE TOP OF THE LIST OF THOSE WHO DESERVE FOR YOU TO APPLY PERSEVERANCE TO YOUR SELLING WORK: YOU! CHAPTER 13: THE FIRST PHONE CALL IS THE ANSWER! JUST MAKE THE FIRST PROACTIVE CALL.
7 PART THREE: CALL TACTICS, MECHANICS, AND STRATEGIES CHAPTER 14: HOW PROACTIVE CALLS CAN FIT INTO YOUR SALES PROCESS WHAT PROACTIVE CALLS CAN DO FOR YOU BUILDING RELATIONSHIPS WITH PROSPECTS BEFORE YOUR SALES CONVERSATION BEGINS START NEW SALES CONVERSATIONS WITH NEW PROSPECTS PROGRESS EXISTING OPPORTUNITIES TOWARD A QUOTE OR PROPOSAL FOLLOW UP ON QUOTES AND PROPOSALS TO CLOSE THEM BEGIN DISCUSSIONS ABOUT ADDITIONAL PRODUCTS OR SERVICES FOR YOUR EXISTING CUSTOMERS NOTE: YOU KNOW THESE PEOPLE CHAPTER 15: PRE- AND POST-CALL COMMUNICATIONS PHONE FIRST: MAKE CALLS THE FIRST COMMUNICATION IN YOUR SELLING WORK THE OPTIONAL PRE-CALL COMMUNICATION SEND A POST-CALL COMMUNICATION CHAPTER 16: WHAT TIME OF DAY SHOULD YOU CALL? EAT THE FROG CHAPTER 17: HOW MANY CALLS PER DAY? THREE PROACTIVE CALLS DAILY IS ENOUGH TO DRIVE UP YOUR SALES SIGNIFICANTLY SO, HOW MANY CALLS PER DAY IS THE RIGHT NUMBER? CHAPTER 18: THE POWER OF A POMODORO TIMER WHY USE A POMODORO TIMER? HOW TO USE IT CHAPTER 19: ALWAYS LEAVE A VOICEMAIL: SIMPLE SCRIPTS TO GET YOUR CALLS RETURNED COMPONENTS OF AN EFFECTIVE VOICE MESSAGE SEND AN ELECTRONIC MESSAGE AFTER LEAVING YOUR VOICEMAIL CHAPTER 20: AN EFFECTIVE PROACTIVE CALL HAS THREE PARTS ALTOGETHER, EACH OF THESE CALLS LASTS 5 TO 10 MINUTES – NO MORE MOST PEOPLE ARE CHALLENGED BY THE THIRD PART CHAPTER 21: SILENCE WILL MAKE YOU RICH IT'S OUR DISCOMFORT, NOT THE CUSTOMER'S THE CUSTOMER SHOULD TALK AT LEAST 75% OF THE TIME CHAPTER 22: WHY IT'S CRITICAL TO LOG YOUR CALLS
8 PART FOUR: WHO SHOULD YOU CALL? MOSTLY, CALL PEOPLE YOU KNOW CHAPTER 23: YOU KNOW HUNDREDS OF PEOPLE WHO CAN BUY FROM YOU – CALL THEM! CURRENT CUSTOMERS PAST CUSTOMERS CURRENT PROSPECTS PAST PROSPECTS THESE CALLS ARE LIGHTNING FAST THE UPCOMING CHAPTERS HOW TO PLAN WHO TO CALL CHAPTER 24: CALL CUSTOMERS WHO CAN BUY MORE FROM YOU ABOUT THIS GROUP OF CUSTOMERS WHY CALL THEM? YOUR SCRIPT: WHAT TO SAY TO CUSTOMERS WHO CAN BUY MORE CHAPTER 25: CALL CUSTOMERS WHO JUST RECEIVED PRODUCTS OR SERVICES ABOUT THIS GROUP OF CUSTOMERS WHY CALL THEM? YOUR SCRIPT: WHAT TO SAY TO CUSTOMERS WHO JUST RECEIVED PRODUCTS OR SERVICE FROM YOU CHAPTER 26: CALL CUSTOMERS WHO HAVEN'T MADE THEIR REGULAR PURCHASE IN A WHILE ABOUT THIS GROUP OF CUSTOMERS WHY CALL THEM? YOUR SCRIPT: WHAT TO SAY TO CUSTOMERS WHO USED TO BUY SOMETHING REGULARLY BUT STOPPED CHAPTER 27: CALL CUSTOMERS WHO EMAIL YOU ORDERS AND INQUIRIES ABOUT THIS GROUP OF CUSTOMERS WHY CALL THEM? YOUR SCRIPT: WHAT TO SAY TO CUSTOMERS WHO EMAIL ORDERS AND INQUIRIES CHAPTER 28: CALL CUSTOMERS WHO HAVE A QUOTE OR PROPOSAL ABOUT THIS GROUP OF CUSTOMERS WHY CALL THEM? YOUR SCRIPT: WHAT TO SAY TO CUSTOMERS WHO HAVE A QUOTE OR PROPOSAL CHAPTER 29: CALL CUSTOMERS YOU HAVEN'T TALKED TO IN THREE MONTHS OR MORE ABOUT THIS GROUP OF CUSTOMERS WHY CALL THEM? YOUR SCRIPT: WHAT TO SAY TO CUSTOMERS YOU HAVEN'T TALKED TO IN THREE MONTHS OR MORE CHAPTER 30: CALL CUSTOMERS WHO USED TO BUY FROM YOU, BUT STOPPED ABOUT THIS GROUP OF CUSTOMERS WHY CALL THEM? YOUR SCRIPT: WHAT TO SAY TO CUSTOMERS WHO USED TO BUY FROM YOU BUT STOPPED NOW, PIVOT TO THE SALE CHAPTER 31: CALL CUSTOMERS WHO ARE HOUSE ACCOUNTS AND RARELY HEAR FROM YOUR COMPANY ABOUT THIS GROUP OF CUSTOMERS WHY CALL THEM? YOUR SCRIPT: WHAT TO SAY TO CUSTOMERS WHO ARE HOUSE ACCOUNTS CHAPTER 32: CALL PROSPECTS YOU'VE TALKED TO BUT WHO NEVER BOUGHT FROM YOU ABOUT THIS GROUP OF CUSTOMERS WHY CALL THEM? YOUR SCRIPT: WHAT TO SAY TO PROSPECTS YOU'VE PREVIOUSLY TALKED TO
9 PART FIVE: COLD CALLS: CALLING PEOPLE YOU DON'T KNOW … YET CHAPTER 33: AN IMPORTANT NOTE ON COLD CALLING CHAPTER 34: THE BENEFITS OF CALLING PEOPLE YOU DON'T KNOW … YET PROSPECTS DON'T KNOW YOU ONLY ONCE: AT THE BEGINNING OF THE FIRST CALL CALLING PEOPLE YOU DON'T KNOW QUICKLY BUILDS THE LIST OF PEOPLE YOU KNOW YOU'RE FILLING YOUR PIPELINE AND INCREASING YOUR OPPORTUNITIES MORE PEOPLE WILL GET TO BE HELPED BY YOU CHAPTER 35: THERE ARE NO COLD CALLS, SO STOP THINKING ABOUT THEM THAT WAY PERSONAL AREAS IN COMMON PANDEMIC AREAS IN COMMON BUSINESS AREAS IN COMMON YOU HAVE ALL THIS IN COMMON – SO PLEASE STOP THINKING ABOUT THEM AS COLD CALLS CHAPTER 36: HOW TO FIND PROSPECTS YOU DON'T KNOW YET ASK YOUR CURRENT CUSTOMERS WHO ELSE BUYS WHAT YOU SELL ASK YOUR CURRENT CUSTOMERS FOR REFERRALS OUTSIDE THEIR COMPANY ASK KEY CONNECTORS FOR REFERRALS MINE YOUR COMPANY'S PAST CUSTOMERS CALL PROSPECTS YOU SIMPLY KNOW ARE BUYING ELSEWHERE NOW IF YOU NEED EVEN MORE, GO TO LINKEDIN CHAPTER 37: SCRIPTS FOR QUICKLY WARMING UP COLD CALLS YOUR SCRIPT: WHAT TO SAY TO PROSPECTS YOU DON'T KNOW (REMEMBER, THESE AREN'T COLD CALLS, BUT RELATIONSHIP CALLS OR HELPING CALLS) CHAPTER 38: LET'S FOCUS ON WHAT WE CAN CONTROL
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