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Selling Book BOOK

Selling Book BOOK

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Published by: api-3831256 on Oct 18, 2008
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INDEX

Planning and Managing Your Territory............ 3 People, Politics, and Organizations: Who Has the Influence?..................................................... 4

Chapter 1: Prospecting.................................................................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Prospecting Overview.................................... 6 Twelve Great Ideas to Increase Sales.............. 6 Sales Letters................................................. 7 Networking................................................... 9 Newsletters................................................. 11 Cold Calling................................................. 12

Setting up the call with a preliminary mailing................................. 12 Preparing for an effective call.......................................................... 13 Making the call................................................................................ 13

Educational Events...................................... 14 Telephone Techniques to Speak to the Buyer. 15 Referrals..................................................... 16 Speaking at Conferences.............................. 17

Preparing................................................................. . . . . . . . . . . . . . . . . . . . . . . . . 18
Presenting your information................................. . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Trade Shows: Planning for Success............... 19
Trade Shows: Maximizing the Opportunity..... 20

If you are a non-exhibitor................................................................ 21 If you are an exhibitor..................................................................... 22 If you are a speaker, or on a panel............................... . . . . . . . . . . . . . . . . . . . 23

Trade Shows: When the Show Is Over........... 23
Samples...................................................... 24
Chapter 2: The Selling Process.................................................................................. 25
A Step-by-Step Approach............................. 25

Step 1: Opening............................................................................... 25 Step 2: Exploring and confirming the customer's needs................. 25 Step 3: Presenting your solutions.................................................... 26 Step 4: Dealing with objections....................................................... 26 Step 5: Closing................................................................................ 26

First Impressions......................................... 26 The Top 10 Turn-ons..................................... 27 The Top 10 Turnoffs..................................... 28

Chapter 3: Getting on the Customer's Wavelength................................................... 30
Reading Body Language............................... 30
1
Listening..................................................... 32
What Have You Learned?................ . . . . . . . . . . . . . . 34
Chapter 4: Dealing with Objections...........................................................................37

Preventing Objections..................... . . . . . . . . . . . . . 37 Overcoming Objections................................ 37 Issues and Answers..................................... 39 Pricing Issues.............................................. 41

Chapter 5: Convincing Strategies.............................................................................. 42

Sales Aids................................................... 42 Demonstrations........................................... 42 Preparing for Presentations......................... 43 Reducing Stage Fright......................... . . . . . . . . . 44

Features, Advantages, and Benefits................................................ 45
Negotiating: Win-Win Tactics........................ 46
Negotiating: Using Your Power to Influence the Buyer 48
Chapter 6: People Issues......................................................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50

Selling to Different Personalities.................. 50 Communication: Avoiding Breakdowns.......... 52 Difficult People: How to Handle Them........... 54 Angry Customers......................................... 54

Chapter 7: Closing.....................................................................................................56
Closing the Sale........................................... 56
Chapter 8: Partnership Selling................................................................................... 61

Partnership Selling Overview........................ 61 Choosing a Partner...................................... 62 Developing a Strategy.................................. 62 Creating a Seamless Electronic Supply Chain 64 A Team Approach......................................... 66

Chapter 9: Technology............................................................................................... 69

Using the Latest Technologies...................... 69 Electronic Communications.......................... 72 Using the Internet for Research.................... 72 Creating a Web Page.................................... 73 Using the Internet to Promote Sales............. 75

Chapter 10: Career Effectiveness........................................................ . . . . . . . . . . . . . . . . . . . . . .76

Goal Setting................................................ 76 Career Choices............................................ 77 Getting Ahead............................................. 79

2

Ethical and Moral Behavior........................... 81 Professionalism........................................... 83 Getting Things Done Through Others............ 84 Managing Your Time.................................... 85

Chapter 11: Organizational Effectiveness............................................................. . . . . .88

Surviving Office Politics............................... 88 Working with a Difficult Boss........................ 90 Stress Management..................................... 91

Chapter 12: Personal Development........................................................................... 93

Learning: Getting the Most out of Workshops 93 Attitude...................................................... 94 Job Interviews............................................. 95

Before the big day........................................................................... 96 On the big day................................................................................. 96 Be ready for these questions........................................................... 97

Self-Confidence........................................... 98 Finding the Right Mentor............................. 98 Problem Solving \u2014 The Top 10 Principles...... 99

Planning and Managing Your Territory
Plans are nothing; planning is everything.
DWIGHT D. EISENHOWER (1890\u20131969), 34TH PRESIDENT OF THE UNITED STATES
Assuming that you have taken over a new territory, here are strategies you can use to manage the new area
and its customers effectively:

1. Analyze the existing situation. Interview people who have managed the territory before to gain
their assessment. Find out what has been effective in the past in terms of money, people, and time,
and the benefits derived as a consequence. Look for change in terms of

o
overall sales
o
gross margins
o
market share
o
trends
2. Find out how performance was influenced by
o
segmentation of the territory
o
your organization's strengths and weaknesses
o
any external factors
3

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