The Secrets of Selling: How to win in any sales situation

The Secrets of Selling: How to win in any sales situation

by Geoff King

Paperback(New Edition)

$23.67 $24.99 Save 5% Current price is $23.67, Original price is $24.99. You Save 5%. View All Available Formats & Editions

Product Details

ISBN-13: 9780273742326
Publisher: FT Press
Publication date: 12/06/2010
Edition description: New Edition
Pages: 264
Product dimensions: 5.40(w) x 8.40(h) x 0.70(d)

About the Author

Geoff King started at the bottom of the sales ladder—selling pest control products on the streets of South London. After this inauspicious start, he climbed steadily through the ranks of professional service organisations until he reached the top of the ladder. By the end of his in-house career, he was routinely selling multi-million pound deals in outsourcing services for multinationals. He now works as a freelance consultant on sales methods and strategies.

Table of Contents

Table of Contents:

Introduction: The Secrets of Selling

Section 1: Sales meetings and sales proposals

1. What to say in sales meetings

Preparing for sales meetings

The structure of a typical sales meeting

Dealing with objections


2. How to assess the character of your prospect quickly and accurately

How to make these judgements

The most common reasons why people misjudge the characters of others

3. Using emotion in selling

Honesty Charm

Using emotion correctly

The emotions behind buying decisions

4. Body language in sales meetings

The importance of body language in selling

Persuasive and non-persuasive body language

What to look for in others

5. How to write proposals

The best way to write a proposal

The management summary

The introduction

Your understanding of their requirements

Your company’s suitability for the work

The proposed way forward

The costs

Possible next steps

6. Writing words that sell

The rules for writing good English

How to write case studies

How to write one page summaries

Section 2: How to find new business

Choosing your targets

The theory behind finding new business

Maximising the efficiency of your lead-searching

The four main ways to find new business

7. Finding new business through mailshots

How to get good lists

The message in your mailshot

Knowing how many to send


Measuring the success of mailshots

The mailshot idea that usually fails

Running newsletters

8. Finding new business through seminars

Attending other people’s seminars

Speed networking events

Running your own seminars

Alternatives to full blown seminars

Following up after seminars

9. How to use the telephone to make appointments

The secret to successfully selling on the phone

The four possible responses to your call

The words you should use

Getting past gatekeepers

Common issues when phoning

10. Finding new business through partners

The three types of partner

How to make your partnerships effective

How to choose the right partners for you

How to spot the partners you should avoid

Keeping your partnerships healthy

Section 3: Becoming a complete salesperson

11. How to brand and advertise your company effectively

How to create a brand

Colours and branding


How to choose a tagline

How to place your adverts

Dealing with advertising agencies

12. Presentations, away days and exhibitions

The best way to present

Things to remember when you are preparing to present

Things to remember when you are presenting

How the size of the audience affects your presentation

Client away days

Manning an exhibition stand

Following it all up

13. Getting the most from the media

Getting articles into the press

Finding journalists and publications that specialise in your area

Press releases

Other ways of contacting the press

Doing media interviews

Dealing with adverse publicity

PR agencies

Professional associations

14. Tips on beating the competition

What buyers are looking for

Avoiding the biggest waste of a salesperson’s time

Four general rules for competitive situations

Dealing with specific types of competition

Timing your visits when you are part of a formal bid process

The waiting room

15. Tips on managing your contacts

Why you need a contact management system

How to choose the right one

16. Tips on managing large accounts

How to network around an account

How to get extra work from the account

Shaping the strategy of their senior managers

When a team runs the account

17. Tips on negotiation

Five rules for preparing negotiations

Nine rules for the actual negotiations

Group negotiation

Common situations when negotiating

How professional buyers buy

18. How to sort the contract stage painlessly

What you need in a heads of agreement

Some general considerations for contracts

Tips for dealing with lawyers

Frequently occurring problems with commercial contracts

Getting the legal side right in the real world

19. How to measure performance (formerly chapter 15)

Measuring your performance against the competition

Measuring your own performance

Your real chances of winning the work

Sales reporting

Rewarding sales achievement

20. So what makes the difference between average and top flight sales performance?

Motivation and goals

The seven ways you can create luck

Customer Reviews

Most Helpful Customer Reviews

See All Customer Reviews