Читать книгу Media Selling - Warner Charles Dudley - Страница 110

Charles Warner

  The AESKOPP Approach

  Key Elements and Core Competencies of the AESKOPP Approach

  Attitude and Goal Setting

  Goal‐Setting Theory and Objective‐Setting Practice

  Take Full Responsibility for Your “Cycle of Success”

The AESKOPP approach was mentioned in Chapter 2 as one of the approaches to selling in the digital era. The AESKOPP approach is a generalization, a simplification of some underlying, universal sales principles and provides a framework for coaching, planning, executing, and evaluating sales performance. It posits that successful selling requires Attitude (A), Emotional Intelligence (E), Skills (S), Knowledge (K), Opportunities (O), Preparation (P), and Persistence (P):

Notice that each element in the above formula is multiplied by the others. Just as in a mathematical formula, if any one of the elements is not present, then the result is zero success, because any element multiplied by zero is zero. Thus, all of the elements must be present for a successful result – getting customers and keeping them.