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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:
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
Closing
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
E-mailshotting
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
Advertising
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
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