Heavy Hitter Sales Linguistics: 101 Advanced Sales Calls Strategies for Senior Salespeople

Overview

Heavy Hitter Sales Linguistics shows readers how to improve their sales success using nothing more than words and their voices. The book presents 101 practical solutions and proven tactics to build relationships with customers and persuade them to buy during sales calls. Heavy Hitter Sales Linguistics features unbeatable advice on selling based on the hard science of how people communicate and think, how we build rapport with each other, and how we use language.

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Heavy Hitter Sales Linguistics

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Overview

Heavy Hitter Sales Linguistics shows readers how to improve their sales success using nothing more than words and their voices. The book presents 101 practical solutions and proven tactics to build relationships with customers and persuade them to buy during sales calls. Heavy Hitter Sales Linguistics features unbeatable advice on selling based on the hard science of how people communicate and think, how we build rapport with each other, and how we use language.

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Product Details

  • ISBN-13: 9780979796142
  • Publisher: TILIS Publishers
  • Publication date: 11/1/2011
  • Pages: 332
  • Sales rank: 665,307
  • Product dimensions: 6.30 (w) x 9.10 (h) x 1.10 (d)

Meet the Author

Steve W. Martin is the founder of the Heavy Hitter Sales training program. The Heavy Hitter Sales philosophy has helped over 75,000 salespeople become top revenue producers at companies including IBM, AT&T, NEC, Staples, Allstate Insurance, and DHL. Martin is the author of Heavy Hitter Selling, Heavy Hitter Sales Wisdom, and Heavy Hitter Sales Psychology. His books have been recommended by the Harvard Business School and Selling Power magazine and have been featured in Forbes and the Wall Street Journal. A highly sought-after speaker, Martin is both entertaining and provocative. He has made presentations to hundreds of companies and organizations. He also teaches sales strategy at the University of Southern California, Marshall Business School MBA Program.

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Table of Contents

Introduction to Sales Linguistics: The Seven Principles of Customer Communication 1

1 Communication and the Mind 7

2 Understanding Customer Benefactions 10

3 Establishing Mutual Trust 13

4 Using Customer Fantasies 15

5 All Buyers Are Liars 18

6 Utilizing the Human Communication Model 20

7 Being Aware of the Physical Layer 22

8 Monitoring the Internal Dialogue Layer 25

9 Matching the Word Catalog Layer 27

10 Recognizing the Purpose Layer 28

11 Altering Meaning with the Phonetic Layer 30

12 Speaking Content Layer Languages 32

13 Conscious and Subconscious Communication 34

14 How to Recognize Visual, Auditory, and Kinesthetic Wiring 38

15 How People Receive and Transmit Information 40

16 What Is Your Word Catalog Wiring? 46

17 Determining the Customer's Word Catalog Wiring 47

18 VAK Count Patterns 49

19 Interpreting Sayings and Cliches 52

20 Speaking Tone, Tempo, Volume, and Pattern Characteristics 54

21 Learning Styles 60

22 Eye Movements and Long-Term Memory 62

23 Long-Term Memory Eye Movement Test 68

24 Short-Term Memory Eye Movement Test 73

25 Calibrating Eye Movements to Determine Truthfulness 74

26 Word Catalog and Job Function 78

27 How the Word Catalog Affects the Physical Layer 81

28 Observing the Physical Layer in Group Meetings 86

29 Pacing, Mirroring, and Leading 88

30 Dominating Sales Call Vignettes 92

31 Lexical Dictionary and Dead Words 96

32 Specific and General Words 99

33 Do You Have Congruence? 103

34 Mastering the Seven Sales Call Languages 104

35 Determining Your Sales Call Goal and Personal Outcome 107

36 Intersecting Activity Language 110

37 Technical Specification Language 111

38 Business Operations Language 113

39 Selling Value 119

40 Confidential Language 124

41 Sales Call Themes 127

42 Sales Call Structure 130

43 Using Pattern Interruption and Cowcatchers 132

44 Finding Your Position with Triangulation 135

45 Asking Questions to Discover Reality 140

46 Using Offensive Call Statements 145

47 Using Defensive Call Statements 147

48 Choosing Customer Success Stories 149

49 Structuring Customer Success Stories 152

50 Handling Questions 155

51 Preparing for Selection Pressure 156

52 Improving Sales Call Memory 160

53 Identifying the Bully with the Juice and the Emperor 162

54 Aligning Value During Sales Calls 165

55 Getting to the Confidential Language 169

56 Structuring the Sales Call Close 171

57 Establishing Dominance 175

58 Recognizing the Customer Placebo 177

59 Finding a Coach 180

60 Questions to Ask Your Coach 183

61 Building a Participation Pie 185

62 Setting the Tempo 187

63 Using Investigative Research to Penetrate New Accounts 189

64 Communication Vehicles 191

65 The "1, 2, 3, Rest, Repeat" Campaign 198

66 Structuring Messages for the 1, 2, 3, Rest, Repeat Campaign 202

67 Credibility Message of the 1, 2, 3, Rest, Repeat Campaign 207

68 Tactical-Offer Message of the 1, 2, 3, Rest, Repeat Campaign 211

69 Final Message of the 1, 2, 3, Rest, Repeat Campaign 215

70 Comprehension and Your Communication Level 217

71 How Strangers Meet 220

72 The Better Person Syndrome 223

73 Classifying Relationships 227

74 Listening, Silence, and Selling Past the Close 229

75 Customer Decision Making 230

76 No Decision: Fear, Uncertainty, and Doubt 233

77 The Subconscious Decision Maker 238

78 Measuring Sales Call Rapport 240

79 The Persuasive Elevator Pitch 243

80 Renewal, Persuasion, and Creation Sales Calls 248

81 Turning Points and Buzz Kills 251

82 Structuring the Sales Presentation 253

83 Pause-to-Check Method 260

84 Creating Better PowerPoint Slides 261

85 How Customers Use Coping Mechanisms 263

86 Using a Sign-In Sheet 266

87 Conquering Nervousness 267

88 Anchoring Yourself to Success 268

89 How to Cope with Losing 210

90 You Are a Walking, Talking Metaphor 272

91 Persuasion Techniques 274

92 Survival, Success, and Significance 277

93 Improving Curiosity 278

94 Sales Call Segmentation and Decision-Making Roles 280

95 Information Roles 283

96 Character Roles 287

97 Authority Roles 292

98 Company Roles 297

99 Applying Sales Call Segmentation 301

100 Building Your Sales Intuition 306

101 Sales Call Preparation Checklist 310

Epilogue: Final Advice 315

Notes 317

Index 321

About the Author 331

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