9780071461948

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

by
  • ISBN13:

    9780071461948

  • ISBN10:

    0071461949

  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2005-12-08
  • Publisher: McGraw-Hill Education
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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

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