Selling All-in-One For Dummies E-Book

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

Seitenzahl: 1173

Veröffentlichungsjahr: 2012

Beschreibung

Tried-and-true information and tips for selling like a pro Are you looking to enter the world of sales, or are you already a salesperson who's looking for new tips and tactics to expand your business? Whether you're in charge of your own selling career or you're responsible for training and managing a professional sales force, Selling All-In-One For Dummies features everything you need to know to improve your results. This valuable selling resource includes new ways to effectively network and prospect through the power of all the social media networking sites such as LinkedIn, Twitter, and Facebook, as well as ways to optimize sales success through Webinars; the latest tips and advice to build an appealing image; proven questioning methods that close sales; updated advice on keeping clients' business and building their loyalty; and how to adapt presentations and techniques. * Proven methods and techniques that will lead to bigger sales and more loyal customers * Advice on separating yourself from the pack * Plus four chapters on selling in specialized areas from biotechnology to real estate Selling All-In-One For Dummies is the authoritative guide to navigating the ever-changing and growing sales arena.

Leseprobe

Selling All-in-One For Dummies®

Visit www.dummies.com/cheatsheet/sellingaio to view this book's cheat sheet.

Table of Contents

Introduction

About This Book

Conventions Used in This Book

What You’re Not to Read

Foolish Assumptions

How This Book Is Organized

Book I: Laying the Foundation for Selling Success

Book II: Prospecting for Gold

Book III: Turning Prospects into Customers and Clients

Book IV: Closing Like a Champ and Getting Referrals

Book V: Negotiating Skills Every Salesperson Should Have

Book VI: Selling in Specialized and Growing Fields

Book VII: Becoming a Power Seller

Book VIII: The Book of Tens

Icons Used in This Book

Where to Go from Here

Book I: Laying the Foundation for Selling Success

Chapter 1: The Seven-Step Selling Cycle

Step 1: Prospecting for the Next Potential Client or Customer

Prequalifying your prospect

Finding — and taking advantage of — a variety of prospecting resources

Getting through to prospects

Step 2: Making Initial Contact

Step 3: Qualifying Prospective Clients or Customers

Step 4: Winning Over Prospects with Your Presentation

Step 5: Addressing Prospective Client or Customer Concerns

Step 6: Closing the Sale

Step 7: Getting Referrals

Chapter 2: Understanding and Connecting with Potential Clients

Getting to Know Your Clients

Gathering information

Considering different personality types

Responding to client fears

Interacting Successfully with Others

Getting names right

Arranging meetings

Presenting your business card

Respecting personal space

Meeting and greeting new people

Giving gifts

Dressing appropriately

Dining out with ease

Choosing Your Words Wisely

Using the best words and phrases

Using only the jargon your clients know

Listening to Your Clients

Chapter 3: Knowing Your Product

What You Need to Know about Your Product

How to Get the Product Information You Need

Attending training sessions and reading product literature

Getting your hands on product samples

Talking with current clients

Picking your colleagues’ brains

Going directly to the source

Keeping an eye on the competition

Book II: Prospecting for Gold

Chapter 1: An Introduction to Prospecting

Prospecting Defined

Cold calling your way to prospecting success

Warming up to warm prospecting

Getting the prospecting mindset

Your Prospecting Options

Using the telephone to prospect for clients

Making contact with direct mail

Getting a face-to-face meeting

Networking online

Key Paths to Prospecting Success

Being a good representative of the product

Selling yourself

Networking for prospects

Changing Your Mindset: Prospecting Can Be Fun!

Setting and achieving goals

Building the four pillars of prospecting

Chapter 2: Prospecting Preliminaries

Finding Out Everything You Can about Your Product

Boning up on your product

Identifying what you’re really selling

Honing Your Prospecting Skills by Becoming a Better Listener

Hearing what your prospect is saying

Showing your prospect that you’re listening

Building a Working Network

Starting your network

Finding people and making contact

Keeping your network up and running

Professional Ethics for Prospectors

Helping people make decisions

Being honest in all your dealings

Delivering what you promise

Being a standard-bearer

Protecting proprietary information

Chapter 3: Fishing for Prospects in the Likeliest — and Unlikeliest — Places

Strategies to Grow Your Prospect List

Talking with friends and relatives

Getting reacquainted with acquaintances

Tapping into business contacts

Talking to salespeople who serve you

Prospecting through other businesses

Helping those wanting to replace a product

Touching base with old clients

Reading the newspaper for client leads

Getting to know service and support people

Striking up conversations with strangers

Finding Potential Clients via Direct Mail

Going Directly to the Inbox: E-mail Marketing

Understanding how people read e-mail

Making your e-mail campaign relevant

Respecting e-mail recipients’ rights

Using News Media to Drum Up Prospects

Picking a medium for your message

Attracting clients with press releases

Don’t Forget — or Neglect — the Referrals!

Where to look for referrals

Getting referrals in six steps

Chapter 4: Prospecting for Untapped and Under-Tapped Markets

Seeing Business Where It Isn’t

Considering a Different Demographic

Targeting a generation

Selling to the disabled

Overcoming racial and ethnic barriers

Going Global: Exploring International Markets

Exploring Other Sales Channels

Looking for Bundling Opportunities

Chapter 5: Approaching Potential Clients without Scaring Them Away

Keeping Your Prospects Open — To You, That Is

Overcoming hurdles of your own making

Figuring out what your prospect wants

Getting your prospect invested — and involved

Sharing Your Message without Getting Shut Down

Working a room like a champion

Words to use — and avoid

Asking effective questions

Approaching the Retail Customer

Asking the right question

Don’t be a space invader

Respond to buying signals

Book III: Turning Prospects into Customers and Clients

Chapter 1: Getting a Meeting and Putting Your Clients at Ease

Knowing the Basics of Contacting Prospective Clients

Reaching Your Potential Clients by Telephone First

Step 1: The greeting

Step 2: The introduction

Step 3: Gratitude

Step 4: The purpose

Step 5: The actual meeting

Step 6: The over-the-phone thank-you

Step 7: The written thank-you

Putting Mail, E-mail, and Face-to-Face Interactions to Work for You

Mailing it in

E-mailing options

Interacting face-to-face

Getting to the Elusive Decision Maker

Going head-to-head with the receptionist

Working with the decision maker’s assistant

Getting creative in your efforts to meet with the decision maker

Getting Your Potential Clients to Like and Trust You

Step 1: Smile deep and wide

Step 2: Make eye contact

Step 3: Say “Hi” (or something like it)

Step 4: Shake hands

Step 5: Offer your name for their names

Step 6: Establish rapport

Approaching Potential Clients in a Retail Setting

Finding alternatives to “May I help you?”

Recognizing the signals your buyers project

Building Common Ground in Any Situation

Keep the conversation light, but move ahead

Avoid controversy

Keep pace with your prospect

Chapter 2: Qualifying Your Way to Success

Qualifying Basics, or How to Think Like a Detective

Keep out of the limelight

Use nonthreatening language and a sympathetic tone

Always take notes

Make the people you’re questioning feel important

Ask standard and innocent questions

Pay attention to both verbal and nonverbal responses

Build on the answers you get

Relieve any tension your questions create

Let them know you’ll be in touch

Satisfying NEADS: The Nuts and Bolts of Qualifying Prospects

N is for “now”

E is for “enjoy”

A is for “alter”

D is for “decision”

S is for “solutions”

Questioning Your Way to Qualifying Success

Tying down the details

Giving an alternate

Getting prospects involved

Chapter 3: Winning Presentations

Getting More Than a Foot in the Door

Find the power players

Be quick or be sorry

Break well, and prosper

Knowing the ABCs of Presenting

Being multilingual (even if you’re not)

Recognizing the posted speed limit

Using words that assume your client will buy from you

Deciphering the human body’s grammar, syntax, and vocabulary

Delivering on long-distance presentations

Letting the Product Be the Star

Getting out of the picture

Staying in control

Mastering the Art of Visuals

Using the visuals your company supplies

Developing your own visual aids

Demonstrating Products to Prospective Clients

Presenting Intangible Goods

Avoiding the Crash-and-Burn Scenario of Presentations

Chapter 4: Addressing Client Concerns

Reading Your Clients’ Signals

Adopting Simple Strategies to Address Your Clients’ Concerns

Bypassing the concerns completely

Helping clients see that they’re trading up

Beating your clients to their own concerns

Distinguishing conditions from objections

Understanding the Do’s and Don’ts of Addressing Concerns

Do acknowledge the legitimacy of the concern

Do get the clients to answer their own concerns

Don’t argue with your client

Don’t minimize a concern

Handling Concerns in Six Easy Steps

Step 1: Hear them out

Step 2: Feed it back

Step 3: Question it

Step 4: Answer it

Step 5: Confirm your answer

Step 6: By the way . . .

Book IV: Closing Like a Champ and Getting Referrals

Chapter 1: The Anatomy of a Close

Recognizing When to Close

Verbal buying signs

Visual buying signs

Choosing Where to Close

Finding a neutral location

Closing at your client’s office

Closing at your client’s home

Using a closing room

Mastering the Test Close

Addressing concerns

Creating a state of urgency

Moving into the Final Close

Shifting to paperwork

Closing the retail sale

Chapter 2: Questioning and Listening Strategies of Champion Closers

Questioning Your Clients

The four types of questions

Pointers for successful questioning

Listening While You Work

Looking at the three types of listeners

Getting your client’s attention

Chapter 3: The No-Frills Close

The Basic Oral Verbal Close

Asking for a purchase order number

Cash, check, or charge? Asking how payment will be made

The Basic Written Close

Obtaining permission

Double-checking and getting a signature

The Assumptive Close

Bridging between Closes

Apologize and address their concerns

Summarize with questions

Ask a lead-in question

Chapter 4: Closes That Overcome Fear

Covering the Basics: Fear Fundamentals

Identifying the Source of a Buyer’s Fear

Your buyer fears you

Your buyer fears making a mistake — again

Your buyer fears being lied to

Your buyer fears incurring debt

Your buyer fears losing face

Your buyer fears the unknown

Your buyer’s fear is based on prejudice

Your buyer’s fear is based on third-party information

Figuring Out and Overcoming Buyers’ Fears

Uncovering the client’s fears

Replacing rejection words with go-ahead terms

Understanding the decision-making process

Adapting to the emotional environment

Closes That Overcome Fear

The “If you say yes . . .” close

The negative economy close

The big bargain close

The money or nothing close

The increased productivity close

The competitive edge close

The law of ten close

The make it better close

The buyer’s remorse close

The economic truth close

The time trap close

The gaining versus losing close

Chapter 5: Closes That Put an End to Buyers’ Procrastination

Why Do Buyers Procrastinate?

They fear making decisions

They lack trust in you

They want your attention

They’re seeking education

They want to compare apples to oranges

They lack interest in the product

Signs of a Procrastination in Progress

Changing the subject

Body language clues

Allowing interruptions

Canceling visits

Not returning calls

Wanting to do lunch — a long lunch

Handling Procrastinators with Ease

Creating a sense of urgency

Working the responsibility angle

Showing customers how to be a hero

Assuming the close

Having an agenda — in writing

Recognizing the buyer’s stress

Using the scale approach

Relating to a similar situation

Thinking it over

Keeping track of inflation

Showing that you get what you pay for

Fitting your product into the client’s budget

Reaching a compromise

Incorporating a third party

Putting yourself in your buyer’s shoes

Chapter 6: Closing the Tough Customer

Recognizing a Tough Customer

Using the Triplicate of Choice for Money Strategy

Following simple steps to success

Figuring out the math

More Ways to Close the Tough Guys and Gals

Build value

Empower your buyers

Praise their negotiating skills

Follow Up Even If the Buyers Don’t Buy

Chapter 7: Remote Closing

Ensuring a Successful Close by Phone

Check in with the client before he makes his final decision

Arrange a specific time for the call

Thoroughly review the account details before the call

Ease into the close

Hold the buyer’s attention

Sending Documents for Remote Closes

Just the fax, ma’am

E-mailing your closing document

Internet Closing

Making sure your website lets customers close easily

Using the Internet’s unique capabilities to close a sale

Chapter 8: Getting Referrals from Your Present Clients

Understanding Where, How, and When Referrals Arise

Figuring out where to get referrals

Unlocking the key to getting referrals: Ask!

Figuring out when to get referrals

Getting Referrals in Six Easy Steps

Step 1: Help your client think of specific people he knows

Step 2: Write the referrals’ names on cards

Step 3: Ask qualifying questions

Step 4: Ask for contact information

Step 5: Ask your happy client to call the referral and set up the meeting

Step 6: Ask to use the client’s name when you contact the referral

Setting Up Meetings with Referrals

Qualifying the referral

Keeping your energy and effort high

Following Up with Your Referrals

Imposing order

Gauging your nuisance quotient

Keeping track of your successes

Sticking with the follow-up program

Book V: Negotiating Skills Every Salesperson Should Have

Chapter 1: Preparing for Negotiating Success

The One with the Most Knowledge Wins

Playing Detective

Solving the mystery of value

Researching your opponent

Identifying the Right Person

Working with what you get

Choosing the person you negotiate with

Preparing for someone you know

Looking below the Surface: Hidden Agendas and Secondary Motivations

Uncovering hidden agendas

Recognizing the secondary reason behind the negotiation

Putting It in Writing: The Information Checklist

Preparing to Negotiate across the Globe

How to speak like a native when you aren’t

How to research the right culture, subculture, or individual

What to Do When You’re Not Ready

Chapter 2: Choreographing the Negotiation

Controlling Your Environment

Finding a place for the negotiations

Seating with purpose

Checking the Guest List

Setting an Agenda

Leaving Enough Time

Preparing Yourself

Being alert

Dressing for success

Mirroring your environment

Taking Control from the Moment You Walk through the Door

Chapter 3: Keeping Your Emotions in Check

Pushing the Magic Pause Button

The purpose of the pause

Telling the other person that you need a pause

Knowing when to pause

What to do when you pause

When you’re not the only one to pause

Handling Hot-Button Issues

Pushing the pause button on anger

Expressing enthusiasm

Acting assertively

Dealing with discouragement

Handling Stressful Situations

At war with yourself

Stop, look, and listen . . . before you have a cow

Chapter 4: Telling It Like It Is

Communicating Clearly

Presenting your ideas in a way the other person can understand

Checking your clarity

Knowing your purpose or goals

Cut the mumbo-jumbo

Keeping your commitments

Being clear in your written communication

Overcoming Barriers to Clarity

Fear of rejection

Fear of hurting someone else

General distractions

Inappropriate comments and phrases

Other communications faux pas that can really garble your message

When You Have to Say No

Steering Others to Clarity

Tangent people

Interrupters

Unprepared people

Too busy to be clear

Chapter 5: Win-Win Negotiating

Creating Win-Win Negotiating

Know the difference between good and bad deals

Ask yourself some key questions

Getting Past the Glitches

Personality types that block closing

Tactics that torment

The ultimate glitch — someone walks away

Book VI: Selling in Specialized and Growing Fields

Chapter 1: Selling Real Estate

How the Business of Selling Real Estate Works

Types of Real-Estate Sales: Residential versus Commercial

Looking at commercial real estate

Looking at residential sales

Researching and Understanding Your Marketplace

Sources of market information

Analyzing market facts and figures

Prospecting Your Way to Listings and Sales

Prospecting for listings

Prospecting for buyers

Qualifying your prospects

Fundamentals for Presenting Listings

Including key points in your presentation

Going for the close

Other Ways to Maximize Your Real-Estate Sales Success

Putting the focus on winning customers

Staking your competitive position

Become a listing agent to be really successful

Winning business from expired and FSBO listings

Generating top-notch referrals

Chapter 2: Selling Insurance

Exploring Your Role as an Insurance Agent

Connecting with Potential Clients

Getting your information out there

Becoming the local expert

Gaining Trust Before the Sale

Being trustworthy

Being responsive

Getting Licensed to Sell Insurance

Looking at types of licenses

Considering training and education requirements

Checking Out Additional Resources

Chapter 3: Selling Financial Services

Defining the Industry

Offering the Basics and More

Banking services

Insurance

College funds

Retirement programs

Qualifying Yourself

Identifying the Selling Skills You Need for Financial Services

Be a product of the product

Expect rejection

Open the door of communication

Prepare them so you can do your job right

Take control of the seating

Calm potential clients’ fears

Ask the necessary questions

Clarify answers

Chapter 4: Selling in the Medical Field

What Makes This Field Different

Defining the Industry

Determining the products you like

Qualifying yourself

Selling Skills for Medical Products

Expect stalls

Determine the decision makers and influencers

Open the door of communication

Educate with benefits

Chapter 5: Selling Biotechnology

Exploring Biotech Products and Other Applications

Considering Biotech Controversies

Understanding concerns about cloning technologies

Looking at genetically modified foods

Exploring the costs and benefits of biofuels

Connecting with Biotech Customers

Selling to distributors

Selling directly to customers

Sticking to the Straight and Narrow: Legal and Ethical Considerations

Exploring Additional Resources

Book VII: Becoming a Power Seller

Chapter 1: Becoming the Power Seller You Want to Be

Charting Your Road Map to Sales Success

Drawing up your sales plan

Prioritizing your tasks

Putting your plan into action

Tracking progress and correcting course

Assessing your progress . . . or lack thereof

Discovering New Sales Techniques

Reading up on new selling strategies

Tuning into sales tapes and CDs

Attending sales seminars and workshops

Swapping secrets with colleagues

Keeping pace with your industry

Setting the Stage for an Unlimited Upside

Replacing the wrong product or service with one that’s right

Upgrade to better customers

Acquiring the support and resources you need

Abandoning the I-can-do-it-all mentality

Chapter 2: Getting in Step with Your Customer

Knowing Why Buyers Buy

Looking at the seven buyer motivations

Identifying motivations for buying your product or service

Collaborating on the Purchase Decision

Calling attention to the problem or need

Identifying possible solutions

Weighing costs and benefits

Second-guessing the decision

Brushing Up on a Few Power-Selling Techniques

Dealing with the decision maker

Mastering the meet and greet

Asking questions to draw out the information you need

Mirroring your customer

Looking for win-win opportunities

Changing “no” to “know”

Knowing when to stop

Practicing Your Sales Presentation

Chapter 3: Teaming Up for Success with Personal Partnering

Flagging Areas for Improvement

Performing a self-assessment

Taking a sales skills assessment test

Gathering insight from colleagues

Collecting customer feedback

Listening to the boss

Targeting Key Skills

Teaming Up with Your Personal Partner

Finding a good match

Sharing your priorities and your plan

Setting the ground rules

Keeping each other on track

Reviewing, celebrating, and building

Chapter 4: Embracing Change as a Growth Strategy

Working on Your Business

Keeping an Eye on How Customers Buy

Getting a handle on the basics

Asking the right questions

Staying on top of changes

Changing the Way Customers Buy

Looking for cross-selling opportunities

Identifying new selling methods

Identifying revenue-generating opportunities

Prepping your customers for the coming changes

Serving the savvy consumer

Tweaking Your Current Marketing and Sales Strategy

Keeping score: What works? What doesn’t?

Finding the “why” behind your customer’s “no”

Leaving a proven product alone

Capitalizing on Changes in the Industry

Chapter 5: Branding Yourself through Shameless Self-Promotion

Discovering the You in Unique

Crafting a Unique Selling Point

Moving from features to benefits to solutions

Crafting your personal-professional unique selling point

Implementing your unique selling point in marketing and sales

Designing a Consistent Look and Feel for Your Brand

Establishing Brand Presence on the Internet

Boosting Your Street Cred

Speaking to local groups

Volunteering your time and expertise

Becoming the resident expert

Mastering the 10/10/20 technique

Chapter 6: Putting the Latest Technologies to Work for You

Overcoming Resistance to New Technology

Assuming a playful attitude

Overcoming objections to the cost

Getting over the feeling that it’s unproven

Pumping Up Your Productivity with Computers and Software

Becoming a road warrior

Mastering a contact management program or customer relationship management system

Knowing your way around a presentation program

Tapping into the Web

Researching customers and competitors

Gathering leads

Claiming your “place” listings

Soft-selling through social media

Tapping the power of pay-per-click advertising

Networking with colleagues online

Discovering new sales “secrets”

Tuning in with the Latest Communication Tools

Optimizing the power of your phone system

Improving e-mail efficiency

Hopping on the smartphone bandwagon

Keeping in touch with instant messaging

Teleconferencing over the Internet

Chapter 7: Tapping the Power of Word-of-Mouth Advertising through Social Networking

Grasping the Concept of Social Media

Exploring the social-media and social-networking landscape

Applying social media to marketing and advertising

Putting the “social” in marketing media

Assessing the pros and cons of social media and networking

Drawing Attention to Yourself with Blogs

Updating your blog with fresh content

Populating your blog with relevant links

Getting your blog discovered on Technorati

Distributing your content with RSS

Enabling users to distribute your content

Converting blog traffic into sales

Establishing a Presence in Virtual Communities

Engaging the Facebook community

Tweeting on Twitter

Getting some air time on YouTube

Dig it, man, Digg it!

Book VIII: The Book of Tens

Chapter 1: The Ten Biggest Sales Mistakes

Undervaluing Prospecting

Not Taking Charge or Responsibility

Talking Too Much

Using the Wrong Words

Not Practicing What You Learn

Not Asking for Referrals

Lacking Sincerity

Ignoring Details

Falling into a Slump

Not Keeping in Touch

Chapter 2: Ten Power-Selling Tactics and Techniques

Focus on Relationships, Not Sales

Generate Positive Publicity for You and Your Company

Implement an Hour of Power

Work Your Way to the Decision Maker

Be Yourself

Focus on Ends and Let the Means Fall into Place

Prioritize Your Customers

Ask for Referrals

Stay Put Instead of Job Hopping

Just Do It!

Chapter 3: Ten Ways to Break a Sales Slump or Avoid It Entirely

Steering Clear of Sales Slumps

Motivating Yourself with Added Incentives

Steering Clear of Negative People and Situations

Starting Right Now

Recommitting Yourself to Success

Ramping Up Your Lead Generation

Revisiting Your Relationships

Reviewing Your Records

Consulting an Expert

Getting Friends and Family Involved

Chapter 4: Ten Advanced Closes

The Wish-Ida Close

The “No” Stall Close

The Best-Things-in-Life Close

The No Close

The My-Dear-Old-Mother Close

The Sharp-Angle Close

The Buyer’s-Remorse Close

The Secondary-Question Close

The Take-It-Away Close

The Lost-Sale Close

Chapter 5: Ten (Or So) Ways to Sound Like a Pro on the Phone

Always Use a Headset

Stand Up and Be Heard

Spice Up Your Delivery

Talk Less and Listen More

Limber Up Your Body

Warm Up Your Voice

Put in Pre-Call Practice Time

Bundle Your Calls

Tape and Replay Your Calls

Cheat Sheet

Selling All-in-One For Dummies®

by Tom Hopkins, Dirk Zeller, Ralph R. Roberts with Joe Kraynak, and Michael C. Donaldson, with Meg Schneider

Selling All-in-One For Dummies®

Published byJohn Wiley & Sons, Inc.111 River St. Hoboken, NJ 07030-5774 www.wiley.com

Copyright © 2012 by John Wiley & Sons, Inc., Hoboken, New Jersey

Published simultaneously in Canada

No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without the prior written permission of the Publisher. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, [phone], fax [phone], or online at http://www.wiley.com/go/permissions.

Trademarks: Wiley, the Wiley logo, For Dummies, the Dummies Man logo, A Reference for the Rest of Us!, The Dummies Way, Dummies Daily, The Fun and Easy Way, Dummies.com, Making Everything Easier, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc., and/or its affiliates in the United States and other countries, and may not be used without written permission. All other trademarks are the property of their respective owners. John Wiley & Sons, Inc., is not associated with any product or vendor mentioned in this book.