The 24 Sales Traps and how to Avoid Them
Recognizing the Pitfalls That Mislead Even the Best Performers
Résumé
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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