Honesty Sells E-Book

Steven Gaffney

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 228

Veröffentlichungsjahr: 2009

Beschreibung

Looking for an edge in today's tough selling market? Honesty Sells challenges you to abandon clichéd sales techniques that rely on manipulation and deceit. Instead, by being honest and open with clients, you will be rewarded with long-term, profitable relationships--at the expense of no one but your competition... PRAISE FOR HONESTY SELLS "I've been in the field of sales leadership for twenty-four years with a major organization. I've recruited, trained, and developed thousands of salespeople over those years. Where has this book been? It should be a must-read for every new salesperson. This is a simple topic that isn't easy to execute day to day. Honesty Sells helps you change your mental map about how to approach business and relationships. Do the right thing....always!" --Scott DiGiammarino, Group Vice President, Ameriprise Financial "Honesty Sells has already made a huge impact in my business and it's a keeper. I recommend it for any business CEO trying to maximize and keep their profits." --Richard Strauss, President, Strauss Radio Strategies, Inc. "Honesty Sells is not just a book for salespeople. As a public relations professional, Gaffney and Francis's solid principles and coaching have helped me to develop and maintain relationships that are key to the success of my business." --Avery Mann, Director of Media & Public Relations, FOX TV's America's Most Wanted "Literally thirty minutes after absorbing their sales advice, I was on the phone applying concepts and strategies that enabled me to effectively move forward a deal accounting for 57 percent of my quota for the entire sales quarter. Here's the best part: this was during my first month on the job." --Raj Shahani, Yahoo! "Thank you so much for the inspiration. Your selling techniques were just the shot in the arm that this old veteran really needed. I have four new clients in just a week's time! Hip hip hooray!!" --Nancy Daniels, Regional Director, HelmsBriscoe "A top-notch sales pro who knows how to make progress in a difficult market. Bad economy. Government sales. Makes no difference--the job gets done." --Paul Lemberg, Lemberg and Associates "In addition to the practical and proven tips and techniques, this advice is based on extensive sales research and investigation with respect to what produces results. All the 'out of the box' suggestions are attention-getting but also get results!" --Janet Armstrong, Director, Management Consulting, Ajilon Consulting

Leseprobe

Table of Contents

Praise

Title Page

Copyright Page

Epigraph

Dedication

Acknowledgements

INTRODUCTION

Important Things You Need to Know

CHAPTER 1 - Top 10 Sales Hall of Shame: When Bad Salespeople Go Even Worse

iPhone, uPhone, We All Phone

It’s the Factory’s Fault!

A Little Sizzle with Your Steak?

Ms. President, I Presume?

The Blind Leading . . . Period

Made in China

Get It in Writing

Just Sign Right Here . . .

Parlez-Vous Français?

It’ll Be Here Next Week—Honest!

CHAPTER 2 - Honesty—The Best Policy for Closing Sales and Growing the Business

What Is Honest Communication?

Honesty Builds and Maintains Credibility

Faced with a Similar Situation, What Might You Do?

Summing Up

CHAPTER 3 - The Startling Truth about Why Honesty Sells

Why Salespeople Lie to Clients

Honesty Will Hurt Sales

Why Clients Lie to Salespeople

What You Can Do

Why Honesty Matters Now More Than Ever

The Problems with Popular Strategies

Summing Up

CHAPTER 4 - Being Honest with Yourself

Assuming That Clients Will Think You Are Being Honest with Them

Treating Prospecting as Something You’ll Outgrow Eventually

Thinking That a Great Product Will Sell Itself or That the Competition Is Nonexistent

Believing in the Adage “Nothing Personal . . . It’s Just Business”

Relying on a “Low-Hanging Fruit” Strategy to Hit Your Targets

Treating Any Prospect as if It’s a Sure Thing

Adopting an Underpromise/Overdeliver Strategy

Believing “My Success Is Unrelated to My Attitude”

Nobody Can Choose Your Attitude for You

The People around You Are a Direct Mirror of Your Attitude

Maintaining a Good Attitude Is Easier Than Regaining One That’s Lost

Summing Up

CHAPTER 5 - The Hidden Costs of Communication Breakdowns

Seven Hidden Costs

Summing Up

CHAPTER 6 - Just the Facts—How Assumptions Impact Sales

What You Think You Know Can Hurt You

Could You Be Wrong?

Why Does This Happen?

To Make Matters Worse . . .

Reversing the Mistake of Assuming

Salespeople Who Think They Know Best

Benefits to Examining Assumptions

What You Can Do

Summing Up

CHAPTER 7 - Be a Life Giver

Associate Only with Life Givers

Laugh, Learn, and Take Responsibility

Train Your Mind for Success by Achieving a Realizable Goal Every Day

Actions Speak Louder Than Words

Be Likable

The Way You Do the Things You Do

Just a Little of the Human Touch

Summing Up

CHAPTER 8 - Getting the Truth from Everyone

Take It Personally! How to Accept—and Benefit from—Criticism

Getting to the Truth

The Law of Reciprocity

Summing Up with One Last Thought: Focus on What Matters

CHAPTER 9 - Referral Selling: Ensuring Honest Relationships from the Start

Be Honest and Obvious

Start a Monthly Advocate Program

Develop a Culture of Referrals

While We Are on the Subject of Giving . . .

Remind Your Clients of How You Will Contact Them

Write Some Letters

Send Thank-You Notes and Gifts

Bring Like-Minded People Together

Honor Referrals

Have Fun with Holidays and Celebrations

Always Have Time

Be World Class!

Ask

Summing Up

CHAPTER 10 - The Start of Your Selling Relationship: Getting Started with an ...

Greed

Time

Fear

Gain

Guilt

Contribution

Pride

Love

Summing Up

CHAPTER 11 - Close More Sales by Acknowledging Your Clients

The Key to Acknowledgment

Who Doesn’t Need to Hear These Things?

Summing Up

CHAPTER 12 - The Honest Way to Close More Sales. More Often. More Quickly.

Making Sure You Don’t Cross the Line

Staying on the Right Side of the Fine Line

Summing Up

CHAPTER 13 - Overcoming Objections and Questions

How Can We Control Our Surprise and Stop the Panic?

Improve Your Objection-Handling Attitude

Examine Your Behavior

Appreciate Your Prospect’s Hesitation and Try the Following

A Specific Note about Pricing Objections and Negotiations

Deal with It—Up Front, Honestly

Provide an Early Estimate

Have Your Options Ready

The Most Powerful Word for Handling Objections

Brainstorm Your Best Answers

Hitting the Objection Head On!

The Start of a Brilliant Career

Summing Up

CHAPTER 14 - Turning a Onetime Client into a Lifetime Client

Increase Your Profits by over 75 Percent

Best Practice One: Know Your Clients

Best Practice Two: Follow Up

Best Practice Three: Don’t Oversell and Underdeliver

Best Practice Four: At the Same Time Don’t Underpromise and Overdeliver

Best Practice Five: Clean Up Mistakes along the Way

Best Practice Six: Say No and Keep the Deal Alive

Best Practice Seven: Interview Your Clients

Another Way to Gain This Information Is Through a Third-Party Interview

Summing Up

CHAPTER 15 - Remember to Practice Honesty Internally

Keep Commitments

Focus on Interdepartmental Honest Communication and Teamwork

Appreciate Each Other

Partner and Vendor Honesty

Summing Up

CHAPTER 16 - Some Final Thoughts

Do You Need to Use Everything That We Have Offered in This Book?

ABOUT THE AUTHORS

INDEX

Praise for Honesty Sells

“I just wanted to tell you about my success yesterday using your voicemail technique. I was getting frustrated trying to reach this potential client, and I left a message yesterday morning advising her I would call her back at 3 PM, using your techniques from Honesty Sells. Sure enough she answered the phone (finally) and I got the business from her.”

—Helen Lightfoot, HelmsBriscoe

“This material is great! I’ve applied your ideas and suggestions and it really works!!! Prospecting was my biggest nemesis . . . [and] it isn’t anymore. I get weekly appointments, followed by quotations and committed orders.”

—Julia Zenga

Copyright © 2009 by Steven Gaffney and Colleen Francis. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.Published simultaneously in Canada.

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Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

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Library of Congress Cataloging-in-Publication Data:

Gaffney, Steven, 1963-

Honesty sells : how to make more money and increase business profits / Steven Gaffney, Colleen Francis.

p. cm.

Includes bibliographical references and index.

eISBN : 978-0-470-47387-0

1. Selling—Moral and ethical aspects. 2. Honesty. 3. Business ethics. I. Francis, Colleen, 1970- II. Title.

HF5438.25.G34 2009

174’ .4—dc22

2008700293

Trust is like the air we breathe . . . when it’s present, nobody really notices. But when it’s absent, everybody notices.

—Warren Buffett

From Colleen

I would like to dedicate this book to my husband, Chris, who is the source of energy and love for everything I do. You inspire me every day. And to my Mom and Dad who always believed that I could do anything I put my mind to . . . including sell!

From Steven

To my Mom and Dad for always loving me even when I was not loveable and Tu-Anh who is the loving angel in my life.