Getting into Your Customer's Head: 8 Secret Roles of Selling Your Competitors Don't Know

Overview

Today's buyers are tougher, more knowledgeable and more willing to play hardball than ever before. This practical, field-tested guide demonstrates that understanding the customer is the key to making the sale. With an introduction by Dr. Ken Blanchard, co-author of The One Minute Manager, this is a unique book on selling for sales professionals and sales managers. Illustrations.
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Overview

Today's buyers are tougher, more knowledgeable and more willing to play hardball than ever before. This practical, field-tested guide demonstrates that understanding the customer is the key to making the sale. With an introduction by Dr. Ken Blanchard, co-author of The One Minute Manager, this is a unique book on selling for sales professionals and sales managers. Illustrations.
Read More Show Less

Editorial Reviews

Publishers Weekly - Publisher's Weekly
This marketing manual has an imaginative format and a step-by-step strategy to help win that sale in a technology-dominated marketplace. Davis, president of a sales training and consulting company, contends that getting inside a customer's head means chucking traditional pitches and adopting eight new roles: student, doctor, architect, coach, therapist, negotiator, teacher and farmer. You study your customer's business until you think you are the customer, prescribe remedies, design bold new systems, direct their use, assuage customer fears, win a fair contract, provide instruction for using the product purchased and tend the soil of customer relations. Davis doesn't pretend this is easy, because each step opens many possibilities, but he comes up with a plan for each of them-with specific suggestions for writing letters, telephoning, e-mail and voice-mail communication and face-to-face encounters. He specifies the order of points to raise and questions to ask, and even suggests the words to use. (May)
David Rouse
Davis has been in sales for more than 25 years, and he has discovered that to be successful it's more important to know how people buy than it is to know how to sell. He breaks the first-time purchase of a significant product or service--what Davis calls the "buy-learning process" --into eight steps and devises corresponding roles for the seller to assume that focus on the customer's needs at each of these steps. Filled with practical examples, Davis' thoughtful "guide is well attuned to today's tougher marketplace.
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Product Details

  • ISBN-13: 9780812926286
  • Publisher: Crown Publishing Group
  • Publication date: 4/28/1996
  • Edition description: 1ST
  • Pages: 320
  • Product dimensions: 6.41 (w) x 9.48 (h) x 1.30 (d)

Table of Contents

Foreword
Introduction 3
1 Clash! Today's New Buyer Confronts the Traditional Sales Approach 8
2 The Buying Process: Getting Into Your Customer's Head 19
3 Sales Role #1: The Student: Study Change and Approach Your Prospect 37
4 Sales Role #2: The Doctor: Diagnose "Little Problems" and Uncover BIG Needs 70
5 Sales Role #3: The Architect: Design Customer-Focused Solutions That Lock Out Your Competition 92
6 Sales Role #4: The Coach: Defeat Your Competition Without Slashing Price 119
7 Sales Role #5: The Therapist: Understand and Resolve Your Buyers' Fears 152
8 Sales Role #6: The Negotiator: Discuss to Reach Mutual Commitment 165
9 Sales Role #7: The Teacher: Teach Your Customer How to Achieve Maximum Value 203
10 Sales Role #8: The Farmer: Nourish Satisfaction and Grow the Account 232
11 Winning the Complex Sale: The Politics of Selling to Multiple Decision Makers 250
Appendix: Sample Sales Proposal 272
Notes 288
Index 295
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