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- Herausgeber: Business Book Summaries
- Kategorie: Fachliteratur
- Sprache: Englisch
The must-read summary of Kevin Davis' book: "Getting Into Your Customer's Head: 8 Secret Roles of Selling Your Competitors Don’t Know".
This complete summary of the ideas from Kevin Davis' book "Getting Into Your Customer's Head" explains that most sales today are made through a four-stage buy-learning process: 1. Prospective customers become aware of a need for something 2. They study all the options available to meet that need, and the cost of each option 3. They make a buying decision and 4. They evaluate whether or not they are receiving value-for-money on an ongoing basis. To be most effective, the sales process requires the sales person to adopt different roles at different times, depending on which stage of the buy-learning process the person is at. The various sales roles provide suggested modes of action that will be appropriate for each of those given situations. Customer-focused selling requires sellers to go through an entire sequence of customer-focused selling roles: student, doctor, architect, coach, therapist, negotiator, teacher and farmer. Each of these distinctive roles are designed to match productive sales techniques with the buyer’s behavior and requirements throughout the overall sales sequence.
Added-value of this summary:
• Save time
• Understand key concepts
• Increase your business knowledge
To learn more, read "Getting Into Your Customer's Head" and discover a useful and practical guide for salespeople willing to succeed in today’s marketplace.
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Seitenzahl: 33
Veröffentlichungsjahr: 2013
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Book PresentationGetting Into Your Customer’s Head by Kevin Davis
Book Abstract
Important Note About This Ebook
Summary of Getting Into Your Customer’s Head (Kevin Davis)
SALES ROLE #1 – THE STUDENT
SALES ROLE #2 – THE DOCTOR
SALES ROLE #3 – THE ARCHITECT
SALES ROLE #4 – THE COACH
SALES ROLE #5 – THE THERAPIST
SALES ROLE #6 – THE NEGOTIATOR
SALES ROLE # 7 – THE TEACHER
SALES ROLE #8 – THE FARMER
Book PresentationGetting Into Your Customer’s Head by Kevin Davis
Book Abstract
MAIN IDEA
Most sales today are made through a four stage buy – learning process:
Prospective customers become aware of a a need for something.They study all the options available to meet that need, and the cost of each option.They make a buying decision – committing to purchase the best value-for-money deal they can afford.They evaluate whether or not they are receiving value-for-money on an ongoing basis.To be most effective, the sales process requires the sales person to adopt different roles at different times, depending on which stage of the buy-learning process the person is at. An action that is appropriate and productive at one stage of the buy-learning process may be entirely counter productive at another time. The various sales roles provide suggested modes of action that will be appropriate for each of those given situations.
The challenge is to move buyers through the buy-learning process effectively and efficiently. This is encompassed within a customer-focused selling approach, in which every value proposition, every step of the process and every action taken is viewed from the customer’s frame of reference – through the customer’s eyes. Customer focused selling requires sellers to go through an entire sequence of customer-focused selling roles: student, doctor, architect, coach, therapist, negotiator, teacher and farmer. Each of these distinctive roles are designed to match productive sales techniques with the buyer’s behavior and requirements throughout the overall sales sequence. The various roles also provide a mental framework for the salesperson to track progress and set objectives.
Important Note About This Ebook
This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.
Summary of Getting Into Your Customer’s Head (Kevin Davis)
SALES ROLE #1 – THE STUDENT
Main Idea
In the student sales role, study how changes in the marketplace are affecting your prospects and find opportunities where you can add value.
Supporting Ideas
Once upon a time, a salesman was judged solely on the strength of his product knowledge – how well he knew the technical features of the products he was selling. In today’s business marketplace, however, sales personnel are gauged not by their product knowledge but by how well they understand the business needs of their prospective customer – and by the value they can add by suggesting new ways to integrate their products and services into the prospect’s business.
The good thing is that change is a constant – the marketplace is always evolving, new products and new services are always being released, the competitive landscape for existing businesses is dynamic and fluid rather than static and inflexible. Each of these changes create openings by which an astute sales person can create new opportunities to generate added value.
Different areas of focus exist within the company’s management structure, and you should tailor your sales program specifically to these market needs. For example:
If you sell products and services to executives in top management (CEO, CFO, senior vice presidents), you should concentrate on new developments that can steer the business towards greater profitability. At this level, management is on the lookout for ways to cut costs, solidify a competitive advantages. These executives measure success by the profitability yardstick.
