[国外经济类书籍大全]-amacom-proactive-s

ProActiveSellingControltheProcess—WintheSaleWilliam“Skip”MillerAMACOMAmericanManagementAssociationNewYork•Atlanta•Brussels•BuenosAires•Chicago•London•MexicoCitySanFrancisco•Shanghai•Tokyo•Toronto•Washington,D.C.13134CFM.pgs12/11/021:14PMPageiThispublicationisdesignedtoprovideaccurateandauthoritativeinformationinregardtothesubjectmattercovered.Itissoldwiththeunderstandingthatthepublisherisnotengagedinrenderinglegal,accounting,orotherprofessionalservice.Iflegaladviceorotherexpertassistanceisrequired,theservicesofacompetentprofessionalpersonshouldbesought.LibraryofCongressCataloging-in-PublicationDataMiller,William,1955–Proactiveselling:controltheprocess,winthesale/William“Skip”Millerp.cm.Includesbibliographicalreferencesandindex.ISBN0-8144-0764-11.Selling—Psychologicalaspects.2.Relationshipmarketing.3.Purchasing—Decisionmaking.I.Title.HF5438.8.P75M5542002658.85—dc212002014952©2003William“Skip”Miller.Allrightsreserved.PrintedintheUnitedStatesofAmerica.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:www.amacombooks.orgToallwhohavetriedandtried,andfinallysucceeded.Youhavetakenarisk,facedfearintheeye,andthenwonderedwhyyouhadthatfear,andwhattookyousolong.Toallwhohavenotyettried.Youwillfacethatfearoneday.Faceitsoon,decide,andmoveon.Timewaitsfornoone.Tothosewhowillnevertry.Whynot?13134CFM.pgs12/11/021:14PMPageiiContentsiiiPrefacevAcknowledgmentsxiiChapter1ProActiveSelling:HavingtheRightToolsattheRightTimetoBeaStepAhead1Tool-BasedProActiveSelling3TheCustomer’sPerspective4WhatIsaBuy/SellProcess?5MatchingtheSellProcesstotheBuyProcess16TheLengthofaSalesCycle18WhyFollowaProcess?19Chapter2DoYourHomeworkBeforetheSale20WhereShouldYouSpendYourSalesTime?21Chapter3Initiate42GoalsofInitiate43SpeaktheRightLanguage47TheThreeLanguagesinaBusinessProcess52TheFiveWaysofCreatingValue57TheInitialSalesCall:OvercomingtheFear70TheMentalAttitudeofProspecting73TheProspect’sPerspective75Chapter4HowtoBeginandEndEverySalesCall76Goal1:IntroduceYourself—TheBeginning77Goal2:IntroduceYourProduct/Service—TheMiddle93Goal3:DoWeContinueonwithaBuy/SellProcess?—TheEnd93Chapter5EducatetheCustomerUsingTwo-WayLearning104Feature/Benefit/ValueSelling106TurnSalesEducationintoProActiveSalesPresentations10813134CFM.pgs12/11/021:14PMPageiiiIt’sAllAboutME!118TheDangerintheUnspokenFeature120TheSalesMapTool:TheRoadmaptotheDeal120Chapter6Qualify:NotaPhasebutaProcess124HowSalespeopleandSalesManagersShouldSpendTheirTime124QualifyingGoals125MMM:TheQualificationProcess126TheSevenQuestions127MMM:TheSevenQuestionsReviewed166Chapter7Validate168TheProActiveInitiationofTransferofOwnership170It’sValidation,NotEducation!172LettheBuyerDrive:ProActivelyInducingtheTransferofOwnership180Chapter8Justify185InstitutionalandIndividualReasonsTool186TheImplementationPlanTool187Drop,Push,PullTool193Chapter9TheSkillofClosingtheDeal196WhatisaClose?196DefinetheProcess197UsetheTools198TheRealArtofClosingIsintheDefinition:ThinkLikeaBuyer203CelebrateSuccess204Chapter10ApplyingtheProActiveSellingProcess205TheBuy/SellProcessReversed205TheLanguages216Chapter11ManagingtheProActiveSellingProcess221Tool-BasedSelling221SalesReviews:TheSevenQuestions229Languages:TheManager’sValue-Add233TheFinalWord237Appendix238ProActiveSellingTools238ProActiveSalesManagementTools241Index242ivContents13134CFM.pgs12/11/021:14PMPageivPrefacevSelling.Whataprofession.Whydosomanypeoplelovesellingsomuch,whereasothershateeventhethoughtofsellingsome-thing?Whatisitaboutthetopicofsellingthatcausessomanymixedemotions?Betteryet,whyaresomepeoplesogoodatit,andothersarealwaystryingtogetitright?Theysaysuccessfulsalespeoplecansellanything.Theyareright.Theysaysuccessfulsalespeopleareborn,notmade.Theyarewrong.Successfulsalespeoplehavefivethingsincommon:1.Theythinklikeacustomer2.Theyareproactiveandalwaysthinkonestepahead,andthereforetheypulltocontrolthebuy/sellprocess.3.Theyhaveanaturalcuriosity.Theyask.Greatsalespeopledonothavegreatanswers...theyhavegreatquestions.4.Theyqualifyfromabuyer’sperspectiveearlyandoften.Yes’saregreat,no’saregreat...maybeswillkillyou.5.Theyusetherighttoolattherighttimeatthepointofattack:thesalescall.Intheyearswehavebeendoingsalesandsalesmanage-menttraining,wehaveobservedoverandoveragainqualities13134CFM.pgs12/11/021:14PMPagevinsalesprofessionalsandthesalestoolstheyuseduringasalescallthatconsistentlysetthemapartfromtherestofthepack.ProActiveSellingclearlyidentifiesthetoolsthatsuccessfulsales-peopleuseonadailybasisandprovidesthemforsalespeopletousesotheycanaddvalueinthewaytheyarecurrently