What separates ordinary salespeople from Heavy Hitters?
The best salespeople are those "Heavy Hitters" who are able touse human nature, language, and intuition to build trustingrelationships with customers and persuade them to buy. Based on hisproven and effective sales program, author Steve Martin's HeavyHitter Selling explains how you too can achieve and maintainthat high level of sales success. Using real-world case studies,examples, and exercises, Martin provides the psychological,physical, and language-based tactics you need to turn yourself intoa Heavy Hitter.
Inside, you'll find proven guidance and expert tips on:
- Understanding how people think and communicate
- Finding the right words at the right time
- Predicting a customer's behavior and influencing histhoughts
- Building customer rapport and understanding theirmotivations
- Persuading both the customer's rational mind and his emotionalsubconscious side
"Like other sales books published recently, this one stressesthe importance of human behavior. But unlike the others, it puts anemphasis on language. Salespeople could well benefit by exploringscientific models of language. Practical exercises make the bookuseful for everyone."—Harvard Business School Review
"This well-written, insightful book will give you ideas andstrategies you can use to influence and persuade customers in anymarket."—Brian Tracy, author, Million Dollar Habits
"Traditional selling focuses on product, price, and competitionand misses the most important reason people buy-people and emotion.Heavy Hitter Selling offers a different perspective that isvaluable in understanding how to win."—Jay Fulcher, President and COO, Agile Software
"Heavy Hitter Selling is different-[a book that] will help youmake lots of money."—Gerald D. Cohen, CEO, Information Builders, Inc.
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About the Author
Steve Martin is a successful speaker, consultant, and the creator of the Heavy Hitter Selling training program. Using the concepts of neuro-linguistic programming, he developed “models” that salespeople could use to generate successful relationships based upon the customer's language, personality, and thought processes. Over the past 20 years, he has generated over a quarter of a billion dollars of high-technology sales while working for leading-edge Silicon Valley companies.
Table of Contents
Introduction: Why Should You Read This Book?
Part One: The Human Nature of Communication.
Chapter 1: The Heavy Hitter.
Chapter 2: How People Communicate.
Chapter 3: How People Are Wired.
Chapter 4: How People Think.
Chapter 5: Finding the Truth.
Part Two: Customer Sales Strategies.
Chapter 6: Choosing Your Battles.
Chapter 7: Building Customer Rapport.
Chapter 8: Your Two Most Important Customers: Your Manager andYou.
Chapter 9: Finding Your Coach.
Part Three: The Power of Persuasion.
Chapter 10: The Deeper Meaning of Language.
Chapter 11: Intuitive Persuasion.
Chapter 12: Metaphors for the Mind.
About the Author.
Most Helpful Customer Reviews
Like other marketing and sales books published recently, this one stresses the importance of human behavior. But unlike the others, it puts an emphasis on language. The first section deals with the human nature of communication. It describes different layers of communication, including phonetics, content, purpose, and the way the mind uses and interprets language. 'Heavy hitters,' or successful salespeople, can structure their dialogue and create personal rapport with customers by borrowing ideas from neurolinguistics, the study of how the brain and the body work in conjunction with language. The second section examines strategies for deciding which customers to target and which actions to take. The third section focuses on the power of persuasion, and touches on a deeper level of the meaning of language: the power of metaphor and language¿s ability to appeal to emotions rather than logic. Though the author defines salesmanship principally as an art, he believes that art has a scientific element. Salespeople could well benefit by exploring scientific models of language. Practical exercises and a glossary make the book useful for everyone.
If you have read all the sales classics then you know how that they all say basically the same thing. This book is totally different. It approaches sales from the standpoint of human nature of both customers and salespeople. Frankly, it should have been titled, 'The Owner's Manual for the Salesperson's Mouth.'