Trust-Based Selling Using Customer Focus and Collaboration to Build Long-Term Relationships

by Green, Charles

• ISBN13: 9780071461948
• ISBN10: 0071461949
• Edition: 1st
• Format: Hardcover
• Copyright: 2005-12-08
• Publisher: McGraw Hill

Summary

In this follow-up to his bestseller The Trusted Advisor, Charles Green describes a way of selling that values the relationship over the transaction, builds trust in the sales process, and focuses on doing the right thing for the customer. Trust-Based Selling explains how to: Adopt the four fundamental principles of Trust-based Selling, Move from being seller-focused to client-focused, Collaborate rather than compete with your customer, Care about customers for their sakes-thereby increasing your sales and customer retention rates, Develop the perspective that "the relationship is the customer". Book jacket.

Author Biography

Charles H. Green is president of Trusted Advisor Associates, specializing in helping Fortune 500 business improve their trust-based relationships and business development skills.

Table of Contents

Acknowledgments	xi
Introduction	xiii
Part I UNDERSTANDING BUYING AND SELLING	1	(52)
How Buyers Buy	3	(11)
Trust-Based Selling	14	(13)
The Business Case for Trust	27	(7)
A Primer on Trust	34	(19)
Part II HOW IT'S DONE: TRUST-BASED SELLING IN ACTION	53	(128)
Trust Is Not A Business Process	55	(5)
Live the Principles	60	(10)
Sell By Doing, Not By Telling	70	(5)
Avoid Mistakes in the Trust Creation Process	75	(11)
Check Your Ego At The Door	86	(18)
The Relationship Is Not the Sum of the Transactions	104	(6)
The New ABCs: Don't Always Be Closing	110	(9)
Build Trust into Your Negotiations	119	(6)
Be a Radical Truth-Teller	125	(14)
Make Listening a Gift, Not a Skill	139	(7)
Work the Same Side of the Table	146	(7)
Pick the Right Customers	153	(13)
Answering the Six Toughest Sales Questions	166	(8)
Walking the Walk-Small Things Add Up	174	(7)
Part III BARRIERS AND CHALLENGES	181	(54)
The High Cost of Winning	183	(7)
Attitude and Other Obstacles to Trust in Selling	190	(15)
Teach Product People Sales or Teach Salespeople Product?	205	(4)
Differentiation by Selling, Not Branding	209	(3)
Talking Straight About Price	212	(13)
Dealing with RFPs and Purchasing Agents	225	(4)
Killing Trust with Measurements and Rewards	229	(6)
Postscript	235	(2)
Appendix: A Compilation of Lists	237	(18)
Index	255