Rethinking the Sales Cycle: How Superior Sellers Embrace the Buying Cycle to Achieve a Sustainable and Competitive Advantage

by Young, Tim; Holland, John

• ISBN13: 9780071637992
• ISBN10: 0071637990
• Edition: 1st
• Format: Hardcover
• Copyright: 2010-01-04
• Publisher: McGraw Hill

Summary

With the proliferation of social networking and other online platforms, you are no longer in control of customers' perceptions of your products or services. Only by focusing on buyer behavior can you keep your competitive edge fresh and sharp. Rethinking the Sales Cycle reveals how buyer behavior has changed and explains why traditional sales approaches don't work. You'll gain critical insight into:

Author Biography

John Holland is cofounder and principal ofCustomerCentric Selling®. His articles have been published inSales and Marketing Executive Report, Selling Power, andAmerican Salesman.
Tim Young is president and CEO ofCustomerCentric Selling®. Under his guidance, the companyhas grown from a single-person startup to a firm with morethan 450 employees spread out over six nations.

Table of Contents

Foreword	p. vii
Introduction Why Read This Book?	p. xi
The Power Has Moved to the Buyer	p. 1
The Odd Couple	p. 3
Buyer's Revenge	p. 27
The Five Stages of the B2B Buying Cycle	p. 43
Stage 1: Awareness and Urgency-Initiating the Buying Cycle	p. 45
Stage 2: Research	p. 67
Stage 3: Preferences	p. 89
Stage 4: Reassurance	p. 105
Stage 5: Risk-The Go/No-Go Buying Decision	p. 123
Fostering a Sales Culture That Facilitates Buying	p. 139
How Traditional Selling Conflicts with the New Buying Process	p. 141
Getting Product Marketing Right	p. 155
Managing Sales to Facilitate the Buying Process	p. 177
Magic Moments: Creating a Great Customer Experience	p. 199
Using a Sales Process to Achieve a Sustainable Competitive Advantage	p. 215
Index	p. 231
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