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The 24 Sales Traps and how to Avoid Them
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The 24 Sales Traps and how to Avoid Them

The 24 Sales Traps and how to Avoid Them

Recognizing the Pitfalls That Mislead Even the Best Performers

Dick Canada

188 pages, parution le 14/02/2002

Résumé

There's nothing easier, more natural--or more dangerous--than to latch on to wrong information. Salespeople do it all the time, as they mistakenly build their sales philosophies on foundations of half-truths and falsehoods, such as "you must be aggressive to succeed in sales" or "lower your price to close the sale."

The 24 Sales Traps and How to Avoid Them debunks sales truisms like these. Based on field-tested and scientifically validated research, the book replaces conventional wisdom with hard facts and an updated approach. For example:

* "If you generate sales activity, you'll be successful." Sales managers preach this as gospel, but the research uncovered here shows that it only applies to small, transactional sales, not large, consultative sales.

* "The Internet has changed selling." Not so, readers learn. The Internet has shifted traditional direct marketing to the virtual channel, but not selling.

* "Handling objections helps you meet the prospect's needs." True, but: research shows that the fewer the objections, the more likely the sale will take place.

The 24 Sales Traps and How to Avoid Them will appeal to both sales managers and reps searching for a fresh infusion of real-life advice on how to achieve better sales.

Contents

Introduction
Principle #1: Focus Outside
Sales Trap #1: "You Must Be Aggressive to Succeed in Sales"
Sales Trap #2: "You Can Make a Complex Sale Without an Account Champion"
Sales Trap #3: "It's Best to Offer Solutions to Problems You See"

Principle #2: People: Getting the Most Out of the Best
Sales Trap #4: "Rejection Means Failure"
Sales Trap #5: "Academic Studies Aren't Helpful in Real-World Sales"
Sales Trap #6: "Salespeople Either Have It or They Don't"

Principle #3: Effective Training
Sales Trap #7: "It's the Content of the Skill Training That Matters Most"
Sales Trap #8: "Beginners Must Be Trained with Everything They Need to Know"

Principle #4: Creating Value
Sales Trap #9: "You Won't Make the Sale Unless You Reach the Decision-Maker"
Sales Trap #10: "Just Identify and Prioritize the Customer's Decision Criteria to Differentiate Your Offerings"
Sales Trap #11: "Providing Information About Products and Services Communicates Value"
Sales Trap #12: "You're Selling Value vs. Price"
Sales Trap #13: "Lower Your Price to Make the Sale"
Sales Trap #14: "It's Possible to Sell Anything to Anyone"
Sales Trap #15: "Offer Solutions Early"
Sales Trap #16: "Let the Customer Control the Sales Call"
Sales Trap #17: "Ask Questions to Persuade Someone to Do Something"

Principle #5: Feedback and Learning
Sales Trap #18: "Sales Skill Training Solves Selling Problems"
Sales Trap #19: "A Skilled Salesperson Doesn't Need to Plan Sales Calls"
Sales Trap #20: "If You Generate Sales Activity, You'll Be Successful"
Sales Trap #21: "Top Performers Are the Best Teachers"
Sales Trap #22: "Sales Managers Are Good Coaches"

Principle #6: Using the Internet
Sales Trap #23: "The Internet Has Changed Selling"
Sales Trap #24: "The Internet Replaces Consultative Salespeople"

Epilogue

Caractéristiques techniques

  PAPIER
Éditeur(s) Mc Graw Hill
Auteur(s) Dick Canada
Parution 14/02/2002
Nb. de pages 188
Format 15 x 23
Couverture Broché
Poids 325g
Intérieur Noir et Blanc
EAN13 9780814471418
ISBN13 978-0-8144-7141-8

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