What do winners of major sales do differently than the sellers who
almost won, but ultimately came in second place?
Mike Schultz and John Doerr, bestselling authors and
world-renowned sales experts, set out to find the answer. They
studied more than 700 business-to-business purchases made by buyers
who represented a total of $3.1 billion in annual purchasing power.
When they compared the winners to the second-place finishers, they
found surprising results.
"Not only do sales winners sell differently, they sell
"radically differently, "than the second-place finishers."
In recent years, buyers have increasingly seen products and
services as "replaceable." You might think this would mean that the
sale goes to the lowest bidder. Not true A new breed of seller--the
insight seller--is winning the sale with strong prices and margins
even in the face of increasing competition and commoditization.
In" Insight Selling, "Schultz and Doerr share the surprising
results of their research on what sales winners do differently, and
outline exactly what you need to do to transform yourself and your
team into insight sellers. They introduce a simple three-level
model based on what buyers say tip the scales in favor of the
winners:
Level 1 "Connect." Winners connect the dots between customer
needs and company solutions, while also connecting with buyers as
people.
Level 2 "Convince." Winners convince buyers that they can
achieve maximum return, that the risks are acceptable, and that the
seller is the best choice among all options.
Level 3 "Collaborate." Winners collaborate with buyers by
bringing new ideas to the table, delivering new ideas and insights,
and working with buyers as a team.
They also found that much of the popular and current advice
given to sellers can damage sales results. "Insight Selling" is
both a strategic and tactical guide that will separate the good
advice from the bad, and teach you how to put the three levels of
selling to work to inspire buyers, influence their agendas, and
maximize value. If you want to find yourself and your team in the
winner's circle more often, this book is a must-read.
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