Principled Selling

by Tovey, David

• ISBN13: 9780749466572
• ISBN10: 074946657X
• Format: Paperback
• Copyright: 2012-11-28
• Publisher: Kogan Page Ltd

Summary

The world of sales has evolved, and buyer behavior has changed - buyers trust social media and personal recommendations more than they trust salespeople. To acquire customers, salespeople need to adapt to the new business environment. Principled Sellingdiscusses the new skills and behaviors needed to win customers, build relationships and retain existing ones. This highly effective approach to business development helps align sales techniques with the new expectations of customers and clients. Readers will learn to: - avoid cold calling and generate meetings - develop relationships built on trust - sell their services in ways that clients appreciate - incorporate social media into an effective business development strategy Focused on building long-term, profitable relationships rather than manipulation and "closing the sale," Principled Sellingoffers valuable advice for salespeople in any industry.

Author Biography

David Tovey is a popular writer and speaker. He heads up the Principled Group of companies with includes Questas Consulting (www.questas.co.uk) and Valuable Content Ltd (www.valuablecontent.co.uk).

Table of Contents

Foreword	p. xi
About the author	p. xiii
Acknowledgements	p. xv
Introduction	p. 1
The Principled Selling Approach	p. 9
Winning more business today	p. 11
Topics covered in this chapter	p. 11
Why trust matters more than ever	p. 11
Social media and the opportunities it offers	p. 17
A different, more principled approach to selling	p. 22
Summary	p. 27
Action points	p. 28
The five principles of Principled Selling	p. 29
Topics covered in this chapter	p. 29
What selling is really about	p. 30
Building relationships based on trust	p. 34
Being the real you	p. 37
Summary	p. 44
Action points	p. 44
Principled Selling in Action	p. 45
The Principled Selling Growth Model	p. 47
Topics covered in this chapter	p. 48
Project managing sales growth	p. 48
Potential marketplaces and customers	p. 50
Begin with the end in mind	p. 56
The future state of your business	p. 57
Summary	p. 59
Action points	p. 59
Bringing the Growth Model to life	p. 61
Topics covered in this chapter	p. 61
Focusing resources	p. 62
Focus on market sectors	p. 62
Selecting named prospects	p. 64
Stage 1 target research	p. 67
Summary	p. 71
Action points	p. 72
M2M (motivate to meet) marketing	p. 73
Topics covered in this chapter	p. 73
Why traditional marketing isn't working any more	p. 74
Building trusted relationships through your marketing	p. 78
Using valuable content to motivate prospects to meet you	p. 82
Summary	p. 87
Action points	p. 88
Winning more business with networking and social media	p. 89
Topics covered in this chapter	p. 89
The serious business of social networking	p. 90
How social media engages your prospects and clients	p. 94
Social media tools and how to use them	p. 96
The Principled Selling approach to social media	p. 103
A guide to offline networking	p. 105
Summary	p. 107
Action points	p. 107
M2B (motivating customers to buy)	p. 109
Topics covered in this chapter	p. 109
How to get meetings with potential dream clients	p. 110
Preparing and structuring the perfect M2B meeting	p. 115
Using the Principled Selling E3 model to make a powerful start	p. 119
Summary	p. 125
Action points	p. 126
M2B (motivate to buy) skills and behaviours	p. 127
Topics covered in this chapter	p. 127
Building trust through understanding	p. 128
Advanced communication skills for Principled Sellers	p. 131
If you want to win business - shut up!	p. 137
Explore to guarantee understanding	p. 142
Summary	p. 149
Action points	p. 150
Proposals and presentations that WOW!	p. 151
Topics covered in this chapter	p. 151
Strategic thinking to win more business	p. 152
Making memorable presentations	p. 158
Don't get bogged down with 'objections'	p. 161
Handling the price or fee challenge	p. 163
Summary	p. 169
Action points	p. 169
Principled Selling key account management	p. 171
Topics covered in this chapter	p. 171
Making the commitment	p. 172
Securing existing customer relationships	p. 173
Securing and developing key account relationships	p. 181
Key account management - action plan	p. 182
Summary	p. 197
Action points	p. 198
Building a Principled Selling culture	p. 199
The Principled Organization	p. 201
Topics covered in this chapter	p. 201
Principled Sellers thrive in Principled organizations	p. 202
Leading a sales team	p. 203
Motivating 'unnatural' salespeople to sell	p. 210
Building a Principled team	p. 217
A diet for inspirational Principled Selling sales leaders	p. 218
Summary	p. 224
Action points	p. 224
Attitude and making time for Principled Selling	p. 225
Topics covered in this chapter	p. 225
Thoughts become actions; actions become behaviours	p. 225
Coping strategies - shut up, move on!	p. 231
Making time for Principled Selling	p. 233
Summary	p. 234
Action points	p. 235
Further reading	p. 237
Index	p. 239
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