Оглавление
Kane Nick. Critical Selling
ADDITIONAL PRAISE FOR CRITICAL SELLING
DEDICATION
ACKNOWLEDGMENTS
INTRODUCTION. CRITICAL SELLING: FOCUSING ON WHAT MATTERS MOST
1. SELLING TO TODAY'S BUYERS: REMAIN CUSTOMER-FOCUSED
Recognize That Buyers Have Changed
Use the Right Sales Approach
Know How Your Customers Perceive You
Become a Trusted Advisor
Critical Selling: Lessons Learned
2. THE FIRST STEP IS TO BELIEVE: CHANGE YOUR MINDSET
Mind Your Mindset
Always Be Improving
Stay Patient through Change
Critical Selling: Lessons Learned
3. WHY PLANNING MATTERS: DETERMINE YOUR APPROACH
Understand That Planning Matters
Think about Planning
Set SAM Objectives
Plan Ahead and Reflect After
Critical Selling: Lessons Learned
4. A SOLID OPENING: CONNECT WITH YOUR CUSTOMERS
Plan Your Opening
Master the Greeting
Create Connections
Deliver a Legitimate Purpose Statement
Confirm for Feedback
Close the Opening with Some Reflection
Critical Selling: Lessons Learned
5. IT'S ALL ABOUT DISCOVERING: GET TO KNOW YOUR CUSTOMERS
Understand the Benefits of Discovering
Ask the Right Questions
Target the Six Critical Areas of Focus
Listen Actively to Understand Your Customer
Avoid Common Pitfalls
Critical Selling: Lessons Learned
6. PRESENTING WHAT YOUR CUSTOMER NEEDS: LINK A TAILORED SOLUTION
Take Advantage of Discovering
Plan the Approach
Tailor the Solution
Ask for Feedback
Strengthen the Solution
Link Your Solution
Critical Selling: Lessons Learned
7. LEVERAGE MOMENTUM AT CLOSING: CAPTURE CUSTOMER CONFIDENCE
Summarize Where You've Been
Gain Commitment to Move Forward
Define Next Steps
Confirm with Your Customer
Critical Selling: Lessons Learned
8. DEALING WITH OBJECTIONS: RETURN TO THE LAND OF DISCOVERY
Recognize Real Objections
Understand Why Objections Come Up
Be Prepared for Objections
Work through Objections
Maintain Goodwill and Ask for Feedback
Critical Selling: Lessons Learned
CONCLUSION. PUTTING IT ALL TOGETHER: MINDSET + PRACTICE + PROCESS + ACTION
Plan Each Sales Interaction
Connect and Reconnect
Ask Questions (and Listen to the Answers)
Adjust Your Attitude
APPENDIX. CASE STUDY: THE MCCRONE GROUP
The Challenge
The Solution
The Results
ABOUT JANEK PERFORMANCE GROUP
ABOUT THE AUTHORS
WILEY END USER LICENSE AGREEMENT
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To my beautiful wife, Megan. My true partner in life. Your love, understanding, encouragement, and unwavering support are what make everything work. I love you. And to my brilliant daughters, Alaina and Aubrey. Always remember the three things.. And lastly, to the memory of my grandpa, Richard Zappulla, who inspired me to work hard, be kind, and always believe in myself. Thank you. I am forever grateful.
To my amazing daughters, Alyssa, Emily, and Sophia, I dedicate this book to you. Your smiles, courage, and enthusiasm keep me motivated every day! Without your unconditional love and support, this book would not have been possible. Remember what I've told you since you were born: You are destined to do great things in this life!
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Of course, you can't accelerate the sales process and close more deals if you're not building strong relationships with your customers. The fact remains that good sales is all about building good relationships. That happens if – and only if – you're able to establish credibility with your customers. Top performers are much more than order takers with a bright smile and a firm handshake. They're more than merely effective sales professionals. While they can recite product info, values, and benefits as well as – or even better than – anyone else, they know how to go much deeper in order to understand customer needs and to explain how their product or service is in alignment with those needs. They build credibility with their customers. They build relationships. In doing so, they become trusted advisers who know how to sell to today's customers.
Selling to customers well be more challenging than ever before. At a time when customers are better informed than in years past, they've more than likely done a lot of research before they've even thought about talking to a salesperson. As a result, sales professionals can't just assume that the selling conversation can start with a product demo or an introduction to the levels of service they offer – they need to understand where buyers are in their journey and meet them where they are. Today's savvy customers aren't looking for someone who will simply belch out a lot of specs and data about their product and then ask for a signature on the dotted line. They're looking for someone who can add value to the sales conversation by sharing insight and advice. They're looking for someone who can help them make an intelligent purchasing decision. They're looking for someone who has taken the time to discover their needs. They're looking for someone who has evolved beyond order taker to trusted adviser.
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