Note: Supplemental materials are not guaranteed with Rental or Used book purchases.
What is included with this book?
The three conversations B2B sale pros must have with customers to control every step of long lead buying cycle
The most successful salespeople understand that they are fundamentally storytellers. The reality is that to succeed in sales, you need to master the art of customer conversation. The best story told in the best way will always win. Being remarkable and memorable in your conversations is very important—but it goes beyond great delivery. You must be able to articulate value.
The Three Value Conversations provides the tools and methods you need to differentiate yourself and your solutions from the competition, elevate value to the right decision maker, and maximize all sales opportunities across the entire long lead buying cycle. The book teaches you how to:
Not just another sales process book, The Three Value Conversations equips you with practical, hands-on concepts for engaging prospects and customers at any moment in the buying cycle with the specific stories and skills to create, elevate, and capture value.
Introduction: The Storyteller ix
SECTION I CREATE VALUE: The Differentiation Conversation
1 Create a Buying Vision 3
2 Speak to Situations, Not Dispositions 15
3 Unconsidered Needs Drive Unexpected Opportunity 23
4 Keep Your Claims Limited and Focused 47
5 Whiteboard Conversations Versus PowerPoint Presentations 57
SECTION II Elevate Value : The Justification Conversation
6 Overcoming a Fear of Heights 81
7 Know Me Before You Meet Me: Developing Customer Insight 91
8 Financial Statements and ROI 117
9 Executive Engagement 149
SECTION III Capture Value : The Maximization Conversation
10 No Last-Minute Saves 165
11 The Conversation Before the Conversation 171
12 Pivotal Agreements 177
13 Ask for More Than You Are Comfortable Asking 187
14 Dealing with Price Pressure 199
Afterword: The Last Mile 213