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Table Of Contents

Ch. TITLE PAGE

Foreword

xiii

Preface

Coaching by Fire
Goals of This Book

XV

xi
xvii
1

1 Qualities of a Superstar

What Kind of Sales Rep Are You?
The Value of Your Knowledge
Becoming a True Consultant
       Helping Customers Avoid Headaches
       Blocking Outside Consultants
        Solver or Avoider?
The Superstar Test
       Superstar Indicator 1: Customers Follow You
       Superstar Indicator 2: Telling the Truth
       Superstar Indicator 3: No Excuses
Do You Have What It Takes to Be a Superstar?
       Empathy
       Brains
       Conscience
       Drive
       Empathy
All Superstars Are Not Alike
What You Don’t Need
        Extroversion
        Excessive Likability
Only Win-Win Deals
How to Lose a Sale and Win

1

1
4
5
6
14
15
15
15
16
16
17
17
18
18
19
19
20
22
22
24
25
2

How Customers Make Decisions

Empathy, the Secret
Ingredient 28
The Product Doesn’t Matter 30
How People Buy 31
Informal versus Formal Decision Making 33
The Trust Triangle™ 34
       How to Gain Credibility and Show Your Concern
       Don’t Get Burned
Trust Strategies 40
       Never Allow the Customer to Trip You Up
       The Naked Call
       New Account Introduction Letter

27

28
28
30
31
33
34
36
38
40
40
41
42
3

Inside the Customer Buying Process

The Three Ds (D3)
Developing the Process
       Compelling Event
       Compelling Event Time Line
Documenting the Process
Driving the Process
       Mutual Memo of Understanding
       “I Don’t Have Time”

45

45
46
51
52
55
70
70
70
4

Mastering the Superstar Selling Process

Step 1— Identifying Opportunities
       Value Proposition
       Research Methods
       Prospecting Machine™
       Power Letter
       Power Phone Script
       Territory Attack Plan
Step 2 — Qualifying Prospects
       Learning from Your Losses
       Be My Perfect Cash Cow (BMPCC)
       COW Questioning Technique
       Power Quid Pro Quo Letter
       Responding to Surprise Proposal Requests
Step 3 — Selecting the Strategy
       Anatomy of a Strategic Plan
       Eight Major Account Strategies
       Choosing Your Tactics
Step 4 — Providing Proof and Justification
       Providing Proof from the Inside
       Presentation Skills
       Pricing
       Selling Value
       Value-Added Matrix
       Vaporizing Objections
       Negotiation Best Practices
Step 5 — Gaining Commitment
       Ten Consultative Closes
       Battling Cognitive Dissonance
       Win Letter
       Exceeding Expectations Meeting
       Close Plan Letter
       Loss Letter
Step 6 — Implementing the Solution
Step 7 — Gathering Feedback

73

75
75
83
83
85
87
89
91
92
94
97
97
98
100
103
106
118
119
119
120
122
127
128
129
135
143
143
145
147
147
149
151
151
152
5

Putting It All Together

Case Study

155

158

Index

167

About the Author

169

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