Perfect Phrases for the Sales Call

by Brooks, Bill

• ISBN13: 9780071462013
• ISBN10: 0071462015
• Edition: 1st
• Format: Paperback
• Copyright: 2005-10-25
• Publisher: McGraw-Hill

Summary

Whether it's writing a proposal, motivating employees, or reaching out to customers,the Perfect Phrases series has the tools you need for precise, effective communication. Distillingcomplex ideas into specific phrases that diplomatically and honestly depict theconcepts at hand, this invaluable series provides:The best techniques to communicate messages and goals in business lettersand proposalsTips for bringing out the best in every employee in every businessDialogues and scripts to practice interactions with customers or employees-tailorable to any industry or company culturePhrases for each step of the sales process

Author Biography

William T. Brooks is CEO of The Brooks Group, a consulting firm that provides custom sales solutions to businesses. An internationally renowned expert on sales and sales management, he has more than a dozen books to his credit.

Table of Contents

Preface	xi
Part One. The Basics of Selling in the 21st Century	1	(26)
The Realities of 21st-Century Selling	3	(7)
The Secret to Selling Is Never in the Selling	3	(1)
To Sell Successfully, You Must Be in Front of a Qualified Prospect	4	(1)
You Must Position Yourself Correctly	4	(1)
There Is Less Margin for Error	5	(1)
Prospects Must Believe You Have Something Important to Say	5	(1)
Being Trusted Is More Important Than Being Liked	6	(1)
Prospects Are Busy	6	(1)
Prospects Will Buy to Solve their Problems, Not Yours	6	(1)
Prospects Will Try to Make Your Product or Service a Commodity	7	(1)
Prospects Will Want the Price Before You Want to Give It	7	(1)
Establish the Value or It's All About Price	8	(1)
Relationships Have Changed	8	(1)
Understanding the Realities	9	(1)
Six Truths of Selling	9	(1)
The Nine Sales You Must Make First	10	(13)
If You're Not Sold, No One Else Will Be Either	10	(2)
If You Have No Prospects, You Will Fail	12	(2)
Being Trusted Is More Essential Than Being Liked	14	(1)
The Sale Is All in the Questions	15	(1)
Selling Is About Providing Solutions	16	(2)
You Can Minimize Stalls, Objections, and Delaying Strategies	18	(1)
Closing Is Not Just Using Closes	19	(1)
Promise a Lot---and Deliver Even More	20	(1)
You Must Master Special Situations	21	(2)
Your Direct Value Statement	23	(4)
Sample Direct Value Statements	24	(1)
Using the Direct Value Statements	25	(2)
Part Two. Scenarios for the Six Steps of the Sale	27	(106)
Step 1. Investigate	29	(34)
Defeat Negative Self-Talk	29	(2)
Step 1. Investigate: Prospecting, Positioning, and Pre-Call Planning	31	(2)
Appointment-Setting Scenarios	33	(1)
You Are Calling for an Appointment after Meeting Your Prospect at an Event	34	(2)
You Are Calling a Prospect Who Is a Direct Referral to You	36	(4)
You Are Responding to an Inquiry from the Prospect	40	(1)
You Have Sent Materials for Your Prospect to Review	41	(3)
You Have Not Sent Materials to Your Prospect and Are Making a Cold Call	44	(8)
Leaving an Effective Voice-Mail Message	52	(2)
Confirming Your Appointment	54	(2)
Special Situations	56	(4)
Dislodging a Competitor	60	(3)
Step 2. Meet Your Prospect	63	(7)
Statement of Intention and Primary Bonding Statement	65	(5)
Step 3. Probe for Success	70	(20)
Problem-Resolution Questions	71	(2)
Agitation Questions	73	(2)
Solution- and Feeling-Based Questions	75	(2)
Needs-Based Questions	77	(3)
Feature-Benefit Questions	80	(2)
Objection-Testing Questions	82	(3)
Yes/No Questions	85	(2)
Level-1,-2, and-3 Questions	87	(2)
Silver Bullet Questions	89	(1)
Step 4. Apply Your Solution	90	(18)
Making Your Recommendation	92	(2)
Handling Premature Price Questions	94	(3)
Presenting Your Price	97	(4)
How to Guarantee That Your Price Will Never Be Accepted	101	(2)
Making the Feature-Benefit Conversion	103	(2)
The Power of Course-Correction Questions	105	(3)
Step 5. Convince Your Prospect of Your Claims	108	(16)
Getting Satisfied Customers to Help You Sell	113	(5)
Overcoming Objections in the Real World	118	(6)
Step 6. Tie It Up: Finalizing Transactions	124	(9)
The Assumptive Close	126	(4)
Cementing and Reinforcing the Sale	130	(1)
Following Up the Sale	131	(2)
Part Three. Additional Sales Scenarios: Three Types of Customers	133	(66)
Super Sophisticated Selling: Entrepreneurs, Corporate Executives, Purchasing Managers	135	(64)
Selling to Entrepreneurs
Forming a Special Instant Bond in Your First Interaction	138	(4)
How to Make Your Product or Service the Right Answer---No Matter What You Sell	142	(4)
How to Make Your Organization the Ideal Provider	146	(3)
Move Benefits to a Higher Level	149	(3)
Make Your Price, Rate, or Fee a True Bargain	152	(2)
Letters and Advertising	154	(2)
Words That Don't Work	156	(2)
Selling to Corporate Executives (Non-CEO)
Forming a Special Instant Bond in Your First Interaction	158	(4)
How to Make Your Product or Service the Right Answer---No Matter What You Sell	162	(2)
Making Your Price, Rate, or Fee a True Bargain	164	(4)
Move Benefits to a Higher Level	168	(2)
How to Make Your Price, Rate, or Fee a True Bargain	170	(2)
Letters and Advertising	172	(2)
Words That Don't Work	174	(2)
Selling to Purchasing Managers
How to Form a Special Instant Bond in Your First Interaction	176	(4)
How to Make Your Product or Service the Right Answer---No Matter What You Sell	180	(5)
How to Make Your Organization the Ideal Provider	185	(5)
How to Move Benefits to a Higher Level	190	(3)
How to Make Your Price, Rate, or Fee a True Bargain	193	(2)
Letters and Advertising	195	(2)
Words That Don't Work	197	(2)
Appendix: 101 Universal Sales Truths	199