The Secrets of Selling - About the Secrets of Selling

How to Win in Any Sales Situation
By Geoff King

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The rules of selling rarely change. In some areas of business fashions and buzzwords come and go at the speed of light, but in sales there is a gold standard that changes little over time. This book describes that gold standard for you. Once learnt, The Secrets of Selling will stay with you for life – you’ll wonder what you ever did without them. This is an extremely practical book with advice that you can put into practice to improve your sales success straightaway. It offers common sense guidelines that you will want to refer to again and again. The Secrets of Selling is divided into three sections. The first deals with sales meetings and sales proposals and the second shows you the most effective methods for winning new work, not just from existing clients, but from new ones too. The third section gives you all the secret weapons you need to become a top flight salesperson, from negotiating the contract, to managing your contacts to measuring your sales performance. These are the critical elements that are often overlooked, but if you get them right, you will come out on top, every time. You probably have a lot of things to do today but why not put them to one side for a moment and order a copy of this book instead. Because there are things in it that may prove very valuable to you… Book Contents Part 1 Sales meetings and sales proposals 1. What to say in sales meetings Preparing for sales meetings The structure of a typical sales meeting Dealing with objections Closing 2. How to assess the character of your prospect quickly and accurately How to make these judgements The most common reasons why people misjudge the characters of others 3. Using emotion in selling Honesty Charm Using emotion correctly The emotions behind buying decisions 4. Body language in sales meetings The importance of body language in selling Persuasive and non-persuasive body language What to look for in others 5. How to write proposals The best way to write a proposal Management summary Introduction Your understanding of their requirements Your company’s suitability for the work The proposed way forward Costs Possible next steps 6. Writing words that sell The rules for writing good English How to write case studies How to write one page summaries Part 2 How to find new business Choosing your targets The theory behind finding new business Maximising the efficiency of your lead searching The four main ways to find new business 7. Finding new business through mailshots How to get good lists The message in your mailshot Knowing how many to send E-mailshots Measuring the success of mailshots The mailshot idea that usually fails Running newsletters 8. Finding new business through seminars Attending other people’s seminars Speend networking events Running your own seminars Alternatives to full blown seminars Following up after seminars 9. How to use the telephone for selling The secret to successfully selling on the phone The four possible responses to your call The words you should use Getting past gatekeepers Common issues when phoning 10 Finding new business through partners The three types of partner How to make your partnerships effective How to choose the right partners for you How to spot the partners you should avoid Keeping your partnerships healthy Part 3 Becoming a complete salesperson 11 How to brand and advertise your company effectively How to create a brand Colours and branding Advertising How to choose a tagline How to place your adverts Dealing with advertising agencies 12 Presentations, away-days and exhibitions The best ways to present Things to remember when you are preparing to present Things to remember when you are presenting How the size of your audience affects your presentation Client away days Manning an exhibition stand Following it all up 13 Getting the most from the media Getting articles into the press Finding journalists and publications that specialise in your area Press releases Other ways of contacting the press Doing media interviews Dealing with adverse publicity PR agencies Professional associations 14 Tips on beating the competition What buyers are looking for Avoiding the biggest waste of a salesperson’s time Four general rules for competitive situations Timing your visits when you are part of a formal bid process The waiting room 15 How to measure performance Measuring your performance against the competition Measuring your own performance Your real chances of winning the work Sales reporting Rewarding sales achievement 16 Tips on managing your contacts Why you need a contacts management system How to choose the right one 17 Tips on managing large accounts How to network around an account How to get extra work from the account Shaping the strategy of their senior managers When a team runs the account 18 Tips on negotiation Five questions that will prepare your negotiation position Nine rules for the actual negotiations Group negotiation Common situations when negotiating How professional buyers buy 19 How to sort the contract stage painlessly What you need in a heads of agreement Some general considerations for contracts Tips for dealing with lawyers Frequently occurring problems with commercial contracts Getting the legal side right in the real world 20 So what makes the difference between average and top-flight sales performance? Motivation and goals The seven ways you can create luck