How to Sell: Sell anything to anyone

How to Sell: Sell anything to anyone

by Jo Owen
     
 

ISBN-10: 0273731270

ISBN-13: 9780273731276

Pub. Date: 08/19/2010

Publisher: FT Press

We all have to sell – every day we sell ideas, agendas, priorities. Our ability to do this is crucial to our success in and out of work.

How to Sell is the definitive book on selling. High on practice, low on theory, it demystifies the sales process. Keeping things simple, it distils selling into four core parts:

  • You &

Overview

We all have to sell – every day we sell ideas, agendas, priorities. Our ability to do this is crucial to our success in and out of work.

How to Sell is the definitive book on selling. High on practice, low on theory, it demystifies the sales process. Keeping things simple, it distils selling into four core parts:

  • You – your image, your approach.
  • The conversation – the art of persuasion.
  • The relationship – how to nurture professional relationships.
  • Your network – how to grow from one relationship to the next.

How to Sell will teach readers the art of persuasion, relationship management, networking and personal impact – skills nobody can do without.

Product Details

ISBN-13:
9780273731276
Publisher:
FT Press
Publication date:
08/19/2010
Edition description:
New Edition
Pages:
272
Product dimensions:
5.40(w) x 8.40(h) x 1.00(d)

Table of Contents

About the author viii

Introduction ix

Part 1 The principles of selling 1

1 Preparing to succeed 9

The six key questions of a successful sale 11

What? 12

How? 19

When? 22

Who? 24

Where? 26

Why? 28

2 Persuasive conversations 31

Managing the emotional flow 35

Managing the logical flow 36

Preparation and purpose 39

Alignment and rapport 40

Situation review with the client 43

So what's in it for me, the client? 46

Idea suggested simply 54

Overcome any objections 55

Next steps and close 64

3 The principles and mindset of success 71

Trust 74

First impressions 81

Partner not vendor 85

Love your client 88

Raising the bar 89

Learning to succeed 93

Positive outlook 95

High aspirations: focus on outcomes 100

Escape the comfort zone 104

Take control 105

4 The sins of selling: how to fail 109

Fear of failure 112

The 'me' trap 113

The friend trap 114

Underselling 115

Overselling 116

The work trap 116

The wrong problem 118

Next steps and close 64

3 The principles and mindset of success 71

Trust 74

First impressions 81

Partner not vendor 85

Love your client 88

Raising the bar 89

Learning to succeed 93

Positive outlook 95

High aspirations: focus on outcomes 100

Escape the comfort zone 104

Take control 105

4 The sins of selling: how to fail 109

Fear of failure 112

The 'me' trap 113

The friend trap 114

Underselling 115

Overselling 116

The work trap 116

The wrong problem 118

The logic trap 119

The wrong firm, wrong boss 120

Excuses 120

Part 2 The practice of selling 123

5 Key account management 131

Select the right client 133

Sell to the right buyer 136

Build your power hand 142

Negotiate well 145

6 Relationship management 159

Getting the first meeting 163

Managing the client life cycle 174

Sustaining the relationship 181

Dealing with CEOs 185

7 Bids and tenders 189

Knowing when to bid 193

Managing the formal response 198

Bidding in the public sector versus the private sector 215

8 Dealing with the tough stuff 219

Dealing with Mr Nasty 222

Dealing with the competition 224

Problems with price 227

Qualifying for price 232

Presenting your credentials 233

Corruption 235

Dealing with no 237

Handling objections 239

Using the telephone, email and the internet 243

Professional guard 246

Conclusion: the sales journey 251

Index 253

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