[国外经济类书籍大全]-amacom-knock-your-

KnockYourSocksOffProspecting:HowtoColdCall,GetQualifiedLeads,andMakeMoreMoneybyWilliam“Skip”Miller&RonZemkeAmericanManagementAssociationNewYork•Atlanta•Brussels•Boston•Chicago•MexicoCity•SanFranciscoShanghai•Tokoyo•Toronto•Washington,D.C.0581chfm(i-xii).ps3/30/052:26PMPageiThispublicationisdesignedtoprovideaccurateandauthoritativeinformationinregardtothesubjectmattercovered.Itissoldwiththeunderstandingthatthepublisherisnotengagedinrenderinglegal,accounting,orotherprofessionalservice.Iflegaladviceorotherexpertassistanceisrequired,theservicesofacompetentprofessionalpersonshouldbesought.LibraryofCongressCataloging-in-PublicationDataMiller,WilliamKnockyoursocksoffprospecting:howtocoldcall,getqualifiedleads,andmakemoremoney/William“Skip”MillerandRonZemke.p.cm.Includesbibliographicalreferencesandindex.ISBN0-8144-7285-01.Telephoneselling.2.Selling.I.Zemke,Ron.II.Title.HF5438.3.M552005658.8’72—dc222005000981©2005William“Skip”MillerandRonZemke.Allrightsreserved.PrintedintheUnitedStatesofAmerica.Artwork©2005JohnBush.Thispublicationmaynotbereproduced,storedinaretrievalsystem,ortransmittedinwholeorinpart,inanyformorbyanymeans,electronic,mechanical,photocopying,recording,orotherwise,withoutthepriorwrittenpermissionofAMACOM,adivisionofAmericanManagementAssociation,1601Broadway,NewYork,NY10019.Printingnumber10987654321SpecialdiscountsonbulkquantitiesofAMACOMbooksareavailabletocorporations,professionalassociations,andotherorganizations.Fordetails,contactSpecialSalesDepartment,AMACOM,adivisionofAmericanManagementAssociation,1601Broadway,NewYork,NY10019.Tel.:[phone].Fax:[phone].Website:(i-xii).ps3/30/052:26PMPageiiContentsPrefacevAcknowledgmentsviiIntroduction:TheArtofProspectingixPartOne:TheFundamentalsofKnockYourSocksOffProspecting11.Gee,Ma,DoIHaveTo?32.MakeMoneyEasier73.It’sAllAboutThem114.TurnStrangersintoCustomers155.TheOl’NumbersGame216.AWinningFormula277.TimeManagementI:TheProActiveSalesMatrix™338.TimeManagementII:ThePowerHour™419.SpeaktheCustomer’sLanguage4510.SelltoTheirValues,NotYours5311.Don’tSellStuff,SellSolutions5912.YouSellChange6513.Execution:TheTrueArtoftheSale69PartTwo:TheHow-To’sofColdCalling7314.YourThirty-SecondSpeech7515.Thirty-SecondVariations:TheOpening8316.Thirty-SecondVariations:WIIFM?8717.SummaryandFlip9118.LeavingaMessage9519.TheBuyingProcess9920.Who’sDriving?103iii0581chfm(i-xii).ps3/30/052:26PMPageiii21.TransferofOwnership10922.It’sAboutTime11523.Summarize,Bridge,Pull12124.Handling“NO!”:Which“No”IsThat?129PartThree:FollowingUp13525.Call#2:SecondThirty-SecondSpeech13726.TripTik®14327.TwoPaths:Valuevs.Solution14928.PuttingtheCARTBeforetheHorse15329.It’sAllAboutYou157Index159ivCONTENTS0581chfm(i-xii).ps3/30/052:26PMPageivPrefaceAtruestory...ThomasandRuddywereapairofambitioustenyearoldswholivedonthesameblockinCharlotte,NorthCarolina.Piningforsomespendingmoney,theyapproachedtheirdadswithascheme:Rentusyourlawnmowerssowecanstartamowingbusiness.Adealwasstruckandofftheywent.ByAugustofthathotsummertheboyshadadozenaccountsapiece—lawnsbelongingtoalmostalloftheneighborstheyknew,mostofthelawnswithinfoursquareblocks,andcertainlyallofthelawnstwoten-year-oldboyscouldhandle.“Ifwegetsomeotherkids,”Thomasobserved,“wecandoevenmore.”“Butwehaveeveryoneweknowalready,”saidRuddy.“I’llbetourdadsknowalotofpeoplewecanask,”coun-teredThomas.“Andsowillthekidswegettohelpus.”Ruddy,comfortablewithhisdozencustomers,optedout.Thomasrecruitedtwomorefriends—andtheirdads’mowers.Hegottheirdads,hisdad,andRuddy’sdadtomakelistsofnamesandaddressesofneighborsthekidsdidn’tknow.Thenhesetoffknockingondoorstosignupnewmowingclients.Coldcalling.Buildingabookofbusinessfromthegroundup.TodayThomasisacollegesenior.Hislawnserviceboasts150clients,sevenemployees,andanaccountant.Someofhisclientsdatebacktothebeginning.Whenhegraduates,Qual-ityLandscapeandGardenServiceswillbeThomas’full-timeoccupation.Thereisadifferencebetweencoldcallingandprospecting.“Coldcalling”meanshittingthestreetstoknockonthedoorsofpeopleyoudon’tknow.Itmeanspickingupthephonetocallpeopleyou’venevermet.Coldcallingispartandparceloftheactivitycalled“prospecting,”whichcanbeginwhenyouaskpeopleyoudoknowforthenamesandnumbersofotherpeoplewhomight,possibly,dobusinesswithyou.Itcontinuesasyoupursuethesepeople—gently,carefully—un-tiltheyeitherbecomecustomersoryoudeterminethattheirbusinesspotentialisunlikelyortoolow.v0581chfm(i-xii).ps3/30/052:26PMPagevKnockYourSocksOffProspecting:HowtoColdCall,GetQualifiedLeads,andMakeMoreMoneyisaboutmakingthemostofyourcold-callingopportunities.Itisaboutdevelopingtheskillandjudgmentthatletsyouknowwhentopursueaprospectallthewaytocustomerstatus,andwhentocutyourlossesandmoveon.Infact,we’vetriedtomakethateveneasierforyou.Throughoutthebookyouwillfindoursalesprospector.Whenyouseethislittleguy,paycloseattention.He’lloffernuggetsofwisdomthatwillhelpyoufindgoldwithallofyourprospects.Morethanthat,KnockYourSocksOffProspecting:HowtoColdCall,GetQualifiedLeads,andMakeMoreMoneyisaboutcreatingapersonalprogramofcold-callselling,buildingtheskills