Insight Selling E-Book

Mike Schultz

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

Seitenzahl: 339

Veröffentlichungsjahr: 2014

Beschreibung

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.

Leseprobe

Contents

Foreword

Preface

Chapter 1: Sales Winners Sell Differently

The New World of Selling

Analyzing What Sales Winners Do Differently

Six-Prong Analysis Yields Fascinating Story

3 Levels of RAIN Selling

Level 1: Connect

Level 2: Convince

Level 3: Collaborate

Insight in a Sea of Information

Insight across the 3 Levels

Chapter Summary

Notes

Chapter 2: What Is Insight Selling?

The New Source of Value

Insight Selling—Overview

Chapter Summary

Notes

Chapter 3: Insight Selling and Value

Defining Value

Value Proposition Essentials

Chapter Summary

Notes

Chapter 4: Insight and Level 1: Connect

Connecting with People

Connecting the Dots

Chapter Summary

Notes

Chapter 5: Insight and Level 2: Convince

The Power of Story

Buyers Want to Be Convinced

Chapter Summary

Notes

Chapter 6: Insight and Level 3: Collaborate

Power of Collaboration

Psychological Ownership and Buying

Collaboration Is Powerful When Driving

and

Reacting to Demand

Tips for Collaborating across the Sales Process

Facilitating Collaborative Group Discussions

Chapter Summary

Notes

Chapter 7: On Trust

Becoming Essential

The Difference Trust Makes

Three Key Components of Trust

Trust Takes Time

Chapter Summary

Notes

Chapter 8: Profile of the Insight Seller

Skills, Knowledge, and Attributes

Attributes of Insight Sellers

Assessing for Competencies

Chapter Summary

Notes

Chapter 9: Insight Selling Mistakes

General Mistakes

What Winners Do and Don’t Do

Chapter Summary

Note

Chapter 10: Buyers Who Buy Insights

Two Buying Modes

Six Buyer Personas and Insight Selling

Chapter Summary

Note

Chapter 11: Getting the Most from Sales Training

Failure of Sales Training

Chapter Summary

Notes

Epilogue

Appendix

About RAIN Group

About the Authors

Index

End User License Agreement

List of Illustrations

Figure 1.1 3 Levels of RAIN Selling

SM

Figure 1.2 Differences between Winners and Second-Place Finishers

Figure 1.3 Changes to Solutions Sales’ Basic Premise

Figure 1.4 Components of 3 Levels of RAIN Selling

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Figure 1.5 At What Stage of the Buying Process Do Buyers Find It Most Useful to Engage with Sales Reps?

Figure 1.6 Insight across the 3 Levels

Figure 2.1 Buyers Don’t Know about Difference Sellers Make

Figure 2.2 Consulting Firm Example

Figure 3.1 How Effective Is Your Company’s Process to Internally Assess and Evaluate Additional Value You Can Bring to Strategic Accounts?

Figure 3.2 How Effective Is Your Company’s Process to Work Collaboratively with Your Strategic Accounts to Cocreate Value in New, Innovative Ways?

Figure 3.3 Three Legs of the Value Proposition Stool

Figure 3.4 Risk and Reward

Figure 3.5 The Seller Has Significant Impact on Whether Buyers Lean toward Seeing an Investment as Good or Bad

Figure 3.6 Risk and Insight Selling

Figure 4.1 Level 1: Connect

Figure 4.2 When Sellers Build Personal Connections, It Lays the Foundation for Trust and Opens the Door to Providing Maximum Business Value

Figure 4.3 The More Trust You Build, the More Buyers Are Open to Gaining Insight from You

Figure 4.4 Sales Winners Make Strong Personal Relationships at More Than Double the Rate of Second-Place Finishers

Figure 4.5 Role of Liking in Developing Trust

Figure 4.6 Seller Delivers Value But Leads Interactions in a Way That Builds Personal Connections. Personal Relationship Is the Outcome of Successful Business Interactions

Figure 4.7 Relationship Strength

Figure 4.8 Winners Are Better at Understanding Needs and Crafting a Compelling Solution Compared to the Second-Place Finishers

Figure 4.9 Guiding Buyers out of the Comfort Zone

Figure 5.1 Level 2: Convince

Figure 5.2 A Convincing Story Framework

Figure 5.3 Focus on the Buyer’s Point of View

Figure 5.4 Dissatisfaction—Name the Adversary

Figure 5.5 Desire—Establish the Destination

Figure 5.6 Customize for the Buyer

Figure 5.7 Substantiate Your Claims

Figure 5.8 Substantiation = Risk Reduction

Figure 5.9 Invite Collaboration

Figure 6.1 Level 3: Collaborate

Figure 6.2 Top Two Things Winners Do Differently: Educate and Collaborate

Figure 6.3 High Performers Compared with Average/Below Average Performers

Figure 6.4 Process to Work Collaboratively with Accounts to Cocreate Value

Figure 6.5 PATHS to Action

SM

Figure 8.1 Insight Seller Attributes

Figure 9.1 Top 10 Mistakes with Greatest Impact on Purchase Decision

Figure 10.1 Buying Modes and Nonbuying Modes

Figure 10.2 Problem-Solving Mode

Figure 10.3 Future-Seeking Mode

Figure 10.10 Buyer Personas and Insight Selling

Figure 10.4 Decisive Danielle

Figure 10.5 Consensus Claire

Figure 10.6 Relationship Renee

Figure 10.7 Skeptical Steve

Figure 10.8 Analytical Al

Figure 10.9 Innovator Irene

Figure 11.1 RAIN Selling Methodology Built into a Major CRM System

Figure 11.2 Learning Effectiveness: During and after Instructor-Led Training

Figure 11.3 Impact of Reinforcement in 835 Organizations That Recently Employed Sales Training

Figure 11.4 What Happens When Capability, Attributes, Action, and Evaluation Work Together

Figure A.1 RAIN Selling

SM

List of Tables

Table 2.1 Distinctions between Interaction Insight and Opportunity Insight

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Guide

Cover

Table of Contents

Begin Reading

Insight Selling

Surprising Research on What Sales Winners Do Differently

Mike Schultz

John E. Doerr

Cover image: © iStock / BrianAJackson

Cover design: Wiley

Copyright © 2014 by RAIN Group. All rights reserved.

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

Published simultaneously in Canada.

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For my son, Ari, and his congenital heart defect warrior brothers and sisters everywhere.

—Mike Schultz

For Mom.

—John E. Doerr