The Art of Influencing and Selling

The Art of Influencing and Selling

by Ardi Kolah


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Product Details

ISBN-13: 9780749464486
Publisher: Kogan Page, Ltd.
Publication date: 02/28/2013
Series: Guru in a Bottle Series
Pages: 304
Product dimensions: 6.10(w) x 9.10(h) x 0.80(d)

About the Author

Ardi Kolah is an accomplished author and speaker on sales & marketing and is ranked as one of the top 50 marketing gurus in the world by the Chartered Institute of Marketing alongside Philip Kotler, Seth Godin, Malcolm Gladwell, and Martin Lindstrom. Throughout his career, he has worked extensively with small and medium sized businesses to enhance results from their sales and marketing activities. He is an Advisor to the UK Government’s Business Secretary of State and has also worked with the BBC as a producer/reporter on news and current events.

Table of Contents

About the author ix

Introduction 1

About this book 2

1 Psychology of selling a product or service or yourself 5

The art of persuasion 5

The big issue 6

Trust builder 7

Redefinition of selling 9

Seeing things differently 10

Collaboration is the future of selling 11

Hypnotizing the audience to fall under your spell! 13

2 The sales pipeline and how to ensure it's realistic 17

Introduction 17

Doing business on customers' terms 19

The lead conversion process 28

Real and virtual worlds of prospecting for customers or clients 42

Monitoring the performance of your prospecting efforts 49

3 Up-selling, cross-selling, cold calling and warm calling 63

Introduction 63

The myths about selling 64

Asking the right questions 65

How to build rapport 66

How to apply outcome thinking 68

The art of up-selling 69

How to cross-sell successfully 77

How to cold-call without someone hanging up 79

How to turn a warm call into a sale 85

4 Effective approaches to prospective customers and clients 89

Introduction 89

Six ways to make a lasting impression 90

Understanding the short cuts to getting what we want 95

The art of sales negotiation 96

The future is about collaborating for profit 99

5 How to interrogate a database of contacts to get more sales 103

Introduction 103

Developing a customer, client and supporter database 105

Basic principles of data mining 106

Customer, client and supporter acquisition strategies 109

Using survival analysis to understand customers, clients and supporters 118

6 Making an effective sales presentation 123

Introduction 123

It's about them, not about you 126

Overcoming your fears 130

Prior preparation prevents poor performance 137

Body talk 141

Delivering an effective sales pitch 146

How to avoid 'death by bullet points' 157

How to make a great close 160

7 How to write effective sales materials 167

Introduction 167

Outside in, not inside out 169

Content is king 170

Sales copy tips 174

E-mail 178

Web page 182

Online newsletters 187

Google Ad Words 189

Sales letter 196

Product sales brochure 198

International Chamber of Commerce Code (2011) 199

8 The power of business networking 207

Introduction 207

Face to face 209

Word of mouth 214

Power of social media 218

Brand advocacy 219

Customer and client feedback 221

LinkedIn 225

Twitter 230

Facebook 233

9 How to get senior-level appointments in your diary 239

Introduction 239

Doing your homework 240

The basic etiquette of making an appointment 241

Identifying the appropriate decision maker 246

Getting past the gatekeeper 249

Tools to get appointments - LinkedIn 250

10 Closing a sale and follow-up 255

Introduction 255

You've one chance to make a good first impression 257

Asking for what you want 258

Reading the signs 259

Overcoming objections and concerns 261

Remote closing 265

Maintaining the customer or client through to the next sale 275

Index 281

Endorsements 289

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