Оглавление
Anthony Iannarino. Elite Sales Strategies
Table of Contents
Guide
Pages
ELITE SALES STRATEGIES. A GUIDE TO. Being One-Up, Creating Value, and Becoming Truly Consultative
Foreword
Preface
Introduction
Three Miles High and One-Down
What Is the One-Up Position?
The Ethics of the One-Up Sale
Inventory: Are You One-Down?
No One Wants a One-Down Partner
Why One-Down Salespeople Lose Deals
One-Up Tactics
A Meeting of Equals
Notes
1 The Modern Sales Approach
The Legacy Laggard
Legacy Solutions
The Modern Approach
True Confessions of a Legacy Salesperson
How Your Client Knows You Are One-Down
Mistakes to Avoid
The Virtuous Circle of Increasing One-Upness
How Being One-Down Makes You One-Up
Learning From Your One-Up Client
2 The One-Up Sales Conversation: Your Only Vehicle for Value Creation
The Commoditization of the Sales Call
The Single Vehicle for Value Creation Is the Sales Conversation
How to Command Your Contact's Attention
How a One-Up Salesperson Creates Value
Understanding Their World in the Context of a Decision
Recognizing Forces and Their Impact on Results
Starting the New Sales Conversation
An Explanation of this Approach
Notes
3 Insights and Information Disparity
Trade Secrets
The New Information Disparity
You Don't Know What You Don't Know
The New Information Disparity in Six Questions
What Is Going On?
Why Am I Struggling to Produce Results?
What Am I Missing?
What Should I Do Now?
How Should I Change?
How Can I Be Certain of Success?
The Value of Being One-Up and Information Disparity
Learning from Yourself
4 Supporting Client Discovery
Why “Best Practices” Fail
A Well-Worn Pattern
A Modern Discovery Call
Checking the Boxes on Dissatisfaction
The Aha Moment and Insight Transfer
Questions That Help Clients Discover
How to Help Your Client Discover
Subjective Beliefs
Objective Evidence
Conflicts of Culture and Consensus
Conflicts with the Environment
5 Your Role as a Sense Maker
The Value of a Higher-Resolution Lens
Complexity, Confusion, and Paralysis
One-Up Sense-Making: Opening Up the Aperture
Handling Your Habitat
Sense-Making and One-Upness
Start Making Sense
Why Decision Makers and Decision Shapers Seek Trusted Advisors
Notes
6 The Advantage of Your Vantage Point
Your Sales Problem Is a Buying Problem
The Worst Advice for Salespeople
Why Buyers Can't Buy
A Facilitated, Needs-Based Buyer's Journey
Maps of the Sales Conversation
Obstacles and Pitfalls
Agility and Your (Ad)vantage Point
7 Building Your One-Upness
Obliterating Assumptions
Identifying Implications
Erasing Mistakes in Advance
Constructing the Context for Decisions
The Sources of Power
Unnoticed Patterns
Anomalies or Unexpected Events
The Big Picture
The Way Things Work
Events that Already Happened or Will Happen
Where to Find Insights
Outside Your Four Walls
Forces That Impact Your Client's Results
Trend Lines That Provide Challenges and Opportunities
Predictors and Predictions
Third-Party Data
Buying Process Insights
Technical Insights
Execution Insights
If You Are Not One-Up You Are One-Down
Notes
8 One-Up Guide to Offering Advice and Recommendations
Things to Consider When Providing Advice
Obstacles
When Not to Give Advice
How to Teach Your Prospective Clients to Take Your Advice
Giving Advice: Two Tactics
The Advice and Recommendations You Must Provide
How Best to Pursue Change
Who to Include
Changing Priorities and Goals
Event Timing
Improving Competitiveness
What Problem They Should Solve
Recommend and Replace Poor Beliefs
Change Their Metrics
Change a Business Process
Factors to Consider
What Delivery Model Best Suits Them
Increase Their Investment
The Trading Value Rule
9 The One-Up Obligation to Proactively Compel Change
The State of Uncertainty in the Sales Sequence
Certainty of Negative Consequences
Back to Uncertainty: The Need to Change
Certainty of Positive Outcomes
Unaddressed Uncertainty in Legacy Sales
Why Clients Resist Change
Creating Certainty to Compel Change
Our Immunity to Change
Individual Immunities Expressed as Objections
Urgently Pursuing Urgency
Addressing Negative Consequences
Bringing the Future Forward
Notes
10 Triangulation Strategy: Helping Clients Decide While Avoiding Competition
The Value Continuum
Singing Their Praises and Confessing Their Sins
Four Models of Value
Commodities
Scalable Commodities
Solutions
Strategic Partners
Fighting on Two Fronts
A Choice of Two Concessions
Buyer's Remorse
Teaching the Models and One-Up Positioning
11 Being One-Up Helps Your Clients Change
How to Be Truly Consultative
Turn and Face the Strange
Addressing Larger Organizational Concerns
Individual Concerns
Position
Responsibility or Blame
How to Present and Propose Your Initiative
Responding to Stakeholder Questions
Is This the Right Decision?
Is This the Right Answer?
Can We Execute and Succeed?
Are You the Right Partner?
12 Advice for Those Who Are Presently One-Down
The Starting Line: Intentionally Intentional
The One-Up Mindset
You Are Responsible for Your Own Development
Everything Is My Fault
Curiosity Does Not Kill Cats
Seek Mastery of Your Craft
Impatient Patience
Organizing Your Insights
Read Widely and Consistently
Act Like an Apprentice
Enroll in a Martial Art
Journal Your Experiences
Start a Decision Journal
Prediction Journal
Gaining Field Expertise
Ask Your Clients to Teach You
Acquiring Lenses and Sense-Making
Start Teaching Others
A One-Up Curriculum
13 The Secret Chapter
How to Position Yourself
How to Engage in Narrative Warfare
How to Expose Your Client's Lack of Knowledge and Experience
How to Control the Sales Conversation
How to Level the Playing Field with Senior Leaders
How to Help Your Client Avoid a Bad Decision
How to Help Those Who Refuse to Learn
New Beginnings
The Modern Sales Approach
Acknowledgments
About the Author
Index
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