9780071462013

Perfect Phrases for the Sales Call

by
  • ISBN13:

    9780071462013

  • ISBN10:

    0071462015

  • Edition: 1st
  • Format: Paperback
  • Copyright: 2005-10-25
  • Publisher: McGraw-Hill
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Summary

Whether it's writing a proposal, motivating employees, or reaching out to customers,the Perfect Phrases series has the tools you need for precise, effective communication. Distillingcomplex ideas into specific phrases that diplomatically and honestly depict theconcepts at hand, this invaluable series provides:The best techniques to communicate messages and goals in business lettersand proposalsTips for bringing out the best in every employee in every businessDialogues and scripts to practice interactions with customers or employees-tailorable to any industry or company culturePhrases for each step of the sales process

Author Biography

William T. Brooks is CEO of The Brooks Group, a consulting firm that provides custom sales solutions to businesses. An internationally renowned expert on sales and sales management, he has more than a dozen books to his credit.

Table of Contents

Preface xi
Part One. The Basics of Selling in the 21st Century
1(26)
The Realities of 21st-Century Selling
3(7)
The Secret to Selling Is Never in the Selling
3(1)
To Sell Successfully, You Must Be in Front of a Qualified Prospect
4(1)
You Must Position Yourself Correctly
4(1)
There Is Less Margin for Error
5(1)
Prospects Must Believe You Have Something Important to Say
5(1)
Being Trusted Is More Important Than Being Liked
6(1)
Prospects Are Busy
6(1)
Prospects Will Buy to Solve their Problems, Not Yours
6(1)
Prospects Will Try to Make Your Product or Service a Commodity
7(1)
Prospects Will Want the Price Before You Want to Give It
7(1)
Establish the Value or It's All About Price
8(1)
Relationships Have Changed
8(1)
Understanding the Realities
9(1)
Six Truths of Selling
9(1)
The Nine Sales You Must Make First
10(13)
If You're Not Sold, No One Else Will Be Either
10(2)
If You Have No Prospects, You Will Fail
12(2)
Being Trusted Is More Essential Than Being Liked
14(1)
The Sale Is All in the Questions
15(1)
Selling Is About Providing Solutions
16(2)
You Can Minimize Stalls, Objections, and Delaying Strategies
18(1)
Closing Is Not Just Using Closes
19(1)
Promise a Lot---and Deliver Even More
20(1)
You Must Master Special Situations
21(2)
Your Direct Value Statement
23(4)
Sample Direct Value Statements
24(1)
Using the Direct Value Statements
25(2)
Part Two. Scenarios for the Six Steps of the Sale
27(106)
Step 1. Investigate
29(34)
Defeat Negative Self-Talk
29(2)
Step 1. Investigate: Prospecting, Positioning, and Pre-Call Planning
31(2)
Appointment-Setting Scenarios
33(1)
You Are Calling for an Appointment after Meeting Your Prospect at an Event
34(2)
You Are Calling a Prospect Who Is a Direct Referral to You
36(4)
You Are Responding to an Inquiry from the Prospect
40(1)
You Have Sent Materials for Your Prospect to Review
41(3)
You Have Not Sent Materials to Your Prospect and Are Making a Cold Call
44(8)
Leaving an Effective Voice-Mail Message
52(2)
Confirming Your Appointment
54(2)
Special Situations
56(4)
Dislodging a Competitor
60(3)
Step 2. Meet Your Prospect
63(7)
Statement of Intention and Primary Bonding Statement
65(5)
Step 3. Probe for Success
70(20)
Problem-Resolution Questions
71(2)
Agitation Questions
73(2)
Solution- and Feeling-Based Questions
75(2)
Needs-Based Questions
77(3)
Feature-Benefit Questions
80(2)
Objection-Testing Questions
82(3)
Yes/No Questions
85(2)
Level-1,-2, and-3 Questions
87(2)
Silver Bullet Questions
89(1)
Step 4. Apply Your Solution
90(18)
Making Your Recommendation
92(2)
Handling Premature Price Questions
94(3)
Presenting Your Price
97(4)
How to Guarantee That Your Price Will Never Be Accepted
101(2)
Making the Feature-Benefit Conversion
103(2)
The Power of Course-Correction Questions
105(3)
Step 5. Convince Your Prospect of Your Claims
108(16)
Getting Satisfied Customers to Help You Sell
113(5)
Overcoming Objections in the Real World
118(6)
Step 6. Tie It Up: Finalizing Transactions
124(9)
The Assumptive Close
126(4)
Cementing and Reinforcing the Sale
130(1)
Following Up the Sale
131(2)
Part Three. Additional Sales Scenarios: Three Types of Customers
133(66)
Super Sophisticated Selling: Entrepreneurs, Corporate Executives, Purchasing Managers
135(64)
Selling to Entrepreneurs
Forming a Special Instant Bond in Your First Interaction
138(4)
How to Make Your Product or Service the Right Answer---No Matter What You Sell
142(4)
How to Make Your Organization the Ideal Provider
146(3)
Move Benefits to a Higher Level
149(3)
Make Your Price, Rate, or Fee a True Bargain
152(2)
Letters and Advertising
154(2)
Words That Don't Work
156(2)
Selling to Corporate Executives (Non-CEO)
Forming a Special Instant Bond in Your First Interaction
158(4)
How to Make Your Product or Service the Right Answer---No Matter What You Sell
162(2)
Making Your Price, Rate, or Fee a True Bargain
164(4)
Move Benefits to a Higher Level
168(2)
How to Make Your Price, Rate, or Fee a True Bargain
170(2)
Letters and Advertising
172(2)
Words That Don't Work
174(2)
Selling to Purchasing Managers
How to Form a Special Instant Bond in Your First Interaction
176(4)
How to Make Your Product or Service the Right Answer---No Matter What You Sell
180(5)
How to Make Your Organization the Ideal Provider
185(5)
How to Move Benefits to a Higher Level
190(3)
How to Make Your Price, Rate, or Fee a True Bargain
193(2)
Letters and Advertising
195(2)
Words That Don't Work
197(2)
Appendix: 101 Universal Sales Truths 199

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