Stop, Ask, and Listen E-Book

Kelley Robertson

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

Seitenzahl: 301

Veröffentlichungsjahr: 2009

Beschreibung

"This book gives every sales professional, in any market, astep-by-step process to make more sales, faster and easier thanever before. Worth its weight in gold!" --Brian Tracy, President, Brian Tracy International, andAuthor of Advanced Selling Strategies Does the sheer thought of selling make you nervous anduncomfortable? Do you find it difficult to overcome price objections? Do you wish you could close more sales with less effort? You are not alone. Most people are not natural-born salesprofessionals. Making a sales call stresses us out. Meeting oursales targets month after month is difficult and frustrating. Wemake a living but we know we could do better, close more sales, andearn more money. Selling does not have to be difficult. Now you can quickly and easily learn the techniques used by topretail sales people. They are deceptively simple, yet extremelyeffective. WhatâEUR(TM)s more, they can be used bysales professionals in any business to improve their results. Stop, Ask & Listen: Proven Sales Techniques to Turn BrowsersInto Buyers will show you: * The 11 most common mistakes sales people make and how to avoidthem. * How to create a connection with your potential customer quicklyand easily. * The 33 questions that will gain yourprospectâEUR(TM)s trust. * How to deliver an engaging and captivating salespresentation. * A four-step process to overcome virtually any objection. * Lots of examples, sample scripts, and action plans you can useto apply the concepts in the book, no matter what you sell. Whether you are new to selling, an experienced veteran, or a salesmanager training, supervising, and coaching a team, you will learnvaluable strategies that will help you increase your sales and earnmore money.

Leseprobe

Table of Contents

Title Page

Praise

Copyright Page

Acknowledgements

Introduction

chapter one - The GUEST Approach to Selling

chapter two - Powering Up Your Personal Attitude

Mental Baggage

Confidence Plus

Affirmations

Talk to Me

Salesperson versus Sales Professional

Managing Change

Summary

Action Plan

chapter three - Greeting Your Customer

Creating a Great First Impression

“Just Looking”

Types of Greetings

Overcoming “Just Looking”

Acknowledgement

Summary

Action Plan

chapter four - Uncovering the Customer’s Needs

The Needs of Every Customer

How Much Time to Allow for Qualifying?

Managing the Customer

Establishing Rapport

Quality Qualifying

Can I Ever Ask Closed-Ended Questions?

What’s Your Budget?

The Importance of Product Knowledge

Hidden Issues

Active Listening

Summarizing

Sample Qualifying Conversations with Customers

Qualifying Questions

Rapport-Building Questions

Summary

Action Plan

chapter five - Explaining the Product

Common Presentation Mistakes

Painting Mental Pictures

Tools of the Trade

Summary

Action Plan

chapter six - Solving Objections

What Is an Objection?

Step 1—Empathize

Step 2—Ask for Clarification

Clarifying is not...

Personalized Responses

Step 3—Seek Permission

Step 4—Provide a Solution

Overcoming the Price Objection

KISS Your Customer

Summary

Action Plan

chapter seven - Telling the Customer to Buy

Buying Signals

Customer Fears

Personal Fears

How to Close More Sales

Closing Techniques

Summary

Action Plan

chapter eight - Selling to the Opposite Sex

Two Different Perspectives

Making a Decision

Buying Needs

What Did You Say?

Men Selling to Women

Women Selling to Men

Summary

Action Plan

chapter nine - Maximizing Your Sales Opportunities

Accessorizing

Selling Intangibles

Strategy One—The Introduction

Strategy Two—Discussing the Program

Strategy Three—Asking for the Sale

Three Steps to Guaranteed Success

Referrals

What Impact Can Referrals Make?

The Sale Follow-up

Summary

Action Plan

chapter ten - Harnessing the Power of Goals to Achieve Sales Success

Why Set Goals?

What Is Stopping You?

Why People Fail to Achieve Their Goals

Setting SMART Goals

Creating Action Plans

Failure Is Not an Option

Summary

Action Plan

appendix 1 - A-Z Qualifying

appendix 2 - 100 Ways to Increase Your Sales

appendix 3 - A Blueprint for Success

Resources

Index

Want More?

Money-Back Guarantee

About the Author

Praise for Kelley Robertson andStop, Ask and Listen

People will pay a premium for quality. We’ve used concepts similar to what Kelley presents in Stop, Ask, and Listen and they have helped us succeed. If they work for us, they’ll work for you. I recommend this book to anyone who is serious about increasing sales and customer loyalty.

—Harry Rosen, Chairman, Harry Rosen Inc.

This book gives every sales professional, in any market, a step-by-step process to make more sales, faster and easier than ever before. Worth its weight in gold!

—Brian Tracy, President, Brian Tracy International Author of Advanced Selling Strategies

Stop, Ask, and Listen is an outstanding book! I was amazed how many practical ideas were included. When you apply these concepts you will definitely separate yourself from your competitors. I highly recommend this book to anyone in sales.

—Jim Clemmer, President, The Clemmer GroupAuthor of Pathways to Performance and Growing the Distance

I have been exposed to many sales processes and I have never seen one as practical and achievable as Kelley’s. It is refreshing to read a book on sales that succeeds in selling me on the process it prescribes. Stop, Ask, and Listen combines the essential mechanics and the crucial mindset of successful selling in a process that is totally achievable.

—Blair Minnes, Account Manager, Larter Creative

Stop, Ask, and Listen is an excellent book! Kelley has done what most authors neglect to do—include a step-by-step blueprint to implement the concepts in his book. His examples, analogies, and real-life situations reflect a keen understanding of professional selling behaviour. Good material for salespeople at all levels, whether selling a Walkman or a multi-million dollar aircraft.

—Greg Marlo, Director of Sales & Marketing, OurPLANE Inc.

Stop, Ask, and Listen is well-written book and a must-read for any salesperson. When you apply the concepts you will demonstrate to your customer why they should buy from you, at your price. It will definitely increase your negotiating power.

—Michael Sloopka, President, Selling Solutions

I am reading, re-reading, and re-reading this book. I am convinced that there is no finer book on effective selling in existence! Because of this book, I see a bright future ahead for me in sales.

—Dave Smith, Sales Associate, Forshey Piano Company

I have studied this book from cover to cover numerous times and have to say that it is probably the most helpful self-help sales training book I have read so far. My sales results from the open houses increased exponentially this last weekend…thanks to your blueprint. Looks like my sales are on an upward swing!

—Dino DiDiodoro, Agent, Re/Max Real Estate

I have read books by the top motivators such as Brian Tracy and Tom Hopkins and Stop, Ask, and Listen rates as one of the best. I have already doubled my sales from last month!

—David Hannah, Sales Consultant, Ottawa West Hyundai

“Brilliant” is the only way to describe this book. Kelley has identified the most significant challenges faced by salespeople and demonstrated how to overcome them. He demonstrates a keen insight into customer needs and wants. All salespeople could learn something from this book regardless of what, and to whom, they sell.

—Andrea Nierenberg, The Nierenbreg Group

In today’s economy, customers are more discriminating and have more information and choice. Kelley’s vision and concepts for motivating your customers to buy are unique and practical. This foolproof method of selling will distinguish you from your competition. Stop, Ask, and Listen is guaranteed to propel you to the highest level of success.

—Roz Usheroff, President, The Usheroff Institute

Copyright © 2004 by Kelley Robertson.

All rights reserved. No part of this work covered by the copyright herein may be reproduced or used in any form or by any means—graphic, electronic or mechanical—without the prior written permission of the publisher. Any request for photocopying, recording, taping or information storage and retrieval systems of any part of this book shall be directed in writing to The Canadian Copyright Licensing Agency (Access Copyright). For an Access Copyright license, visit www.accesscopyright.ca or call toll free, 1-800-893-5777.

Care has been taken to trace ownership of copyright material contained in this book. The publishers will gladly receive any information that will enable them to rectify any reference or credit line in subsequent editions.

This publication contains opinions and ideas of the author. They are not presented to provide a basis of action for any particular circumstances without consideration by a competent professional. The author and publisher expressly disclaim any liability, loss, or risk, personal or otherwise, which is incurred as a consequence, direct or indirect, of the use or application of the contents of this book.

National Library of Canada Cataloguing in Publication

Robertson, Kelley

Includes index.

eISBN : 978-0-470-67533-5

Selling. I. Title

HF5438.25.R.8 C2003-907496-X

Production CreditsCover and interior design: Interrobang Graphic Design Inc. Printer: Tri-Graphic Printing

Acknowledgements

The publication of this book represents some very unique circumstances. Just a few short months after the first edition was released, my publisher declared bankruptcy. This meant I was faced with the choice of self-publishing or seeking out another publisher.

I seriously considered taking the self-publishing route until my wife, Louise, encouraged me to approach publishers and explain my circumstances. It was through this support and encouragement I eventually connected with John Wiley and Sons. Without her suggestion and encouragement, this edition would not likely have been produced. Thank-you Louise!

Although writing a second edition of a book does not require the same effort from the author as the original version, it still demands the support and assistance of many other individuals. Several people at John Wiley were instrumental in the production of this book. Karen Milner, championed my proposal and helped an idea become reality. She responded to every e-mail and voice mail message I left and kept me informed with the status of the manuscript. Elizabeth McCurdy was tireless in her efforts to create a great looking book and she caught several inconsistencies in the layout before it went to print. The eagle eyes of copy editor, Martha Wilson, noticed mistakes that everyone missed and made the book more reader-friendly.

I must thank all the people who have attended my training workshops in the last few years. Your willingness to share your challenges encouraged me to research new topics and helped me create new content for this edition.

Finally, I extend a heartfelt thank-you to everyone who purchased a copy of the first edition of this book. Every fax, e-mail and letter telling me about the results you achieved after reading it inspired me.

Introduction

Many books have been written about sales. They tell you the importance of prospecting and how to overcome objections. They discuss closing techniques—usually at great length. They talk about creating a unique selling proposition and how to demonstrate, to your advantage, the difference between yourself and your competitor to your customers.

All of these books are valuable. Unfortunately, they seldom explain how to deal with a real-life average Joe or Jo, the regular consumer who buys from a retailer. They don’t discuss the unique challenges that face employees in retail, such as having several competitors within walking distance.

Retailers employ millions of people in North America. Few of them receive much formal training on how to sell effectively. Sure, appliance shops, stereo houses, car dealers, and carpet dealers teach their people how to close, close, close, usually at any cost, just to prevent the prospective customer from leaving the store. Unfortunately, most sales staff are left to figure things out for themselves.

This book was designed with these people in mind. It was written from a sales professional’s perspective as well as from a customer’s point of view. Whether retail is your chosen career (hopefully it will be), or you are working in that area until something more lucrative comes along, this book will benefit you. It teaches you how to become successful at selling, and also how you can apply these skills to your everyday life. Many people enjoy comfortable lives and earn respectable incomes in retail. Simply buying this book indicates that you want to achieve more. Stop, Ask, and Listen will help you accomplish your goal.

Although this book was written primarily with retail salespeople in mind, the concepts in it are useful for anyone who sells for a living. Outside and business-to-business salespeople have found value in the principles discussed in the following pages. If your goal is to improve your sales and increase customer loyalty, this book is for you.

Almost a decade of retail sales training and a lifetime of being a consumer have taught me a few essential points that, when properly applied, will have a tremendous impact on your business. If you apply the concepts on the following pages you will see your sales increase. The level at which you apply and execute these concepts, the type of retailer you work for, and your willingness to discard old habits and practise new ones will help determine how much your sales will increase.

This book differs from others you might have read about sales in that you are going to become an active participant in learning, not a passive reader. You are expected to work. Throughout the book you will find a variety of exercises that will make you think, write, and plan. I strongly urge you to work your way through these exercises—they are designed to help you grasp the concepts more effectively.

Reread the title of this book: Stop, Ask, and Listen. We often rush into a sale without considering these words. We don’t consider our customers’ state of mind or what they may be thinking. We seldom pay attention to the signals and clues they give us. We will discuss the significance of stopping, asking, and listening and how these three words can help you increase your sales.

Sales success does not require a degree in nuclear physics. Your age has little or no bearing on your results. Your previous experience does not matter. What does make a difference is your willingness to work. To get the most out of this book, visit www.stopasklisten.com and print the free action planner that is available. This planner is broken down by chapter and includes all of the exercises contained here.

Stop, Ask, and Listen presents a unique approach to the sales process that dramatically alters the dynamics of the customer /salesperson relationship and outlines a five-step process that can be incorporated into most sales structures.

You will learn how your personal attitude affects your sales, how to maintain a positive, healthy outlook at all times, and how to deal with the mental baggage you drag along to each sales interaction. You’ll examine what factors influence your attitude and discover ways to change or control them, as well as recognize the difference between a sales professional and salesperson.

I cover ways to create a dynamic and uniquely different first impression and to overcome and prevent the dreaded “Just looking” response. There are tips on separating buyers from lookers in under three minutes, on establishing a rapport with almost any customer, on dealing with customers of the opposite sex, and on identifying the best qualifying questions to ask and how to use them effectively. I guarantee you will learn how to maintain your customer’s attention and interest during your entire presentation! You will find ways to paint mental pictures to stimulate your customer’s imagination and ways to avoid the most common mistakes salespeople make.

You will learn four simple steps that will enable you to handle any objection effectively, as well as how to determine the real objection—in any sales situation. Later chapters describe dealing with the price objection and offer responses to the most frequently heard objections. You’ll learn 14 closing techniques, how to ask for the sale without offending your customer, how to use the power of silence to close more sales, and how to understand your customers and their personal fears. To make the most of your sales opportunities, I explain why you should sell accessories and how you can do it without seeming pushy. I will provide strategies on improving the sale of intangible items such as extended warranties, maintenance programs, and fabric protection. I will teach you how to ask for referrals, the importance of doing so, and the impact referrals can have on your business. You will also learn the importance of following up after the sale.

You will discover how to harness the power of goals to increase your sales and improve your results. You will learn the best way to set goals and how to create action plans that work.

Additional tips will help you increase your sales and build customer loyalty. Finally, you will discover a foolproof method of implementing all the concepts in the book.

Becoming a top performer is not easy. However, the concepts that you are about to discover are relatively simple to implement. I discovered years ago that what is easy to do is also easy not to do. If you are ready to change the way you sell, adopt some new disciplines, practise new concepts, and earn more money, then buckle up! Get ready to Stop, Ask, and Listen!

chapter one

The GUEST Approach to Selling

“Guests are always welcome.”

In recent years many different businesses have begun to approach their clients differently. They are now calling them , which has been the norm in the hotel industry for decades. Many restaurant chains as well as other businesses use this term. A gas station around the corner from my house boasts a sign on its door that reads, “Welcome, guests.”