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Nick Constable

Selling (Collins Business Secrets)

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    Schiffman, Stephen Cold Calling Techniques
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    Be ruthless about prioritizing your active selling time.
    Nikolay Khokhlovmembuat kutipan2 tahun yang lalu
    Scrutinize time. If you’re wondering which are the ‘large rocks’ – or most important tasks you should schedule first, ask yourself which tasks represent actual, real selling to prospects or customers.
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    Prioritize concessions. Now you have a list of things that you might be willing to give away, in exchange for things the buyer might be willing to give. Now put your list into order of priority, with the things you’re most willing to concede at the top. This is the order in which you want to trade concessions away
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    You can’t sell by negotiating. Price offers and discounts are really a form of negotiation, and they will have little power if the prospect is not already agreed in principle that they wish to buy
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    Use a handout. Provide a brief summary of the content of your presentation in the form of a printed handout
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    Throughout your presentation, try to check the audience has got the message you are trying to convey
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    Make your solution specific. Having made your first points directly relevant to the customer’s situation, you can now go on and explain how your solution fits those needs.
    Tell a story. If possible, try to describe your proposition in terms of a story the customer can relate to. Use a scenario they will recognize, and try to use examples of how the benefits can be achieved in the context of their own markets
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    Leave all that until the end, and start by explaining your understanding of their ‘pain’. Then demonstrate you understand what their goals are by summarizing the impact of solving that ‘pain
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    Start with the customer. It is essential that you grab the audience’s attention right from the start
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    Set the timing. After you’ve introduced yourself, it’s a good idea to explain to the audience how long you will speak for and/or how many slides you are going to use
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    Explain your aims. You might set out an agenda or summary of the main points you wish to cover
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    minister

    Restate the business issues. The next section should clearly explain your understanding of the prospect’s business problems, and why the prospect is interested in doing something about them. This needs to be tailored to the individual customer’s requirements.
    Propose your solution. Next, set out how your solution will address these needs. Constantly look for ways to explain how product features relate to solving ‘pain’.
    Make it FAB! FAB stands for Feature, Advantage, Benefit, and it’s the way to turn a simple fact or feature into a compelling reason to buy. Use the phrase “which means that” to get from a feature to its advantage (why it’s better) and finally, its benefit. Here’s an example: My mobile phone has a long battery life (Feature), which means that it rarely goes flat when I’m on the road (Advantage), which means that I can stay in touch with customers
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    your pricing in terms of the business value you’ll deliver. Always highlight the savings or return on investment, rather than the price. You might also want to create some urgency by attaching a time limit to your offer.
    Deliver it in person. Whenever possible, ask for a meeting to present the proposal in person. This will allow you to emphasize the strengths and deal with any objections there and then
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    Involve others. If you have other contacts at the prospect’s organization who did not attend the meeting, write or email to them an equivalent summary of the meeting, keeping them informed of your progress, and asking for their guidance
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    Executive summary. The first section of the proposal should be the executive summary. This should be no more than one page which summarizes the key benefits and states why yours is the best overall solution. It is so called because it is often assumed this is the only bit that senior people will actually read.
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    Write back. Always remember to write back, or email the attendees at the meeting with a summary of what was discussed, demonstrating your understanding of their specific issues, and recording the next actions you jointly agreed to take
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    1 Next actions. Don’t let the meeting finish without agreeing one or two clear next actions, and in particular, at least one action that the prospect will take
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    Next meeting. If you possibly can, try to set up a follow-up meeting there and then. This could be to return with a proposal, to meet other parties, especially a more senior member of their team,
    Nikolay Khokhlovmembuat kutipan2 tahun yang lalu
    Makes the prospect think. The longer you sit there in silence, the more time it gives for the prospect to think about their answer. The result could be something dramatic.
    Forces a response. Don’t let the prospect off the hook, by suggesting the answer for them! Force them to come up with their own answer
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