enjoy the sales
DESCRIPTION
The book which will change your conception of B2B selling.TRANSCRIPT
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ENJOYTHE SALES
Or What You Won’t Learnin Schools About B2B Selling
Jure Habbe
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Foreword ........................................................................................................................................................... 11
Why yet one more book about sales? .......................................................... 11
How does this book differ from other sales books? ................. 14
Who is the target audience? ..................................................................................... 16
Introduction .................................................................................................................................................. 21
From selling products to selling solutions ............................................ 24
What to sell: products or solutions? .............................................................. 26
1. Chapter: What and How are B2B Clients Buying .................... 29
Quiz: What and how are B2Bclients buying? .................................... 31
What do B2B clients buy ............................................................................................ 33
How do B2B clients buy .............................................................................................. 37
When do B2B clients buy .......................................................................................... 40
Who will buy from B2B clients .......................................................................... 42
Who will buy from B2B clients .......................................................................... 44
Where do B2B clients purchase ........................................................................ 49
Who will buy from the cheapest supplier and why .................. 51
Who chooses the supplier and who approvesthe decision ................................................................................................................................. 56
How is public sector buying .................................................................................. 58
Expectations of B2B buyers after sale agreementsare made .......................................................................................................................................... 59
Content:
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E N J O Y T H E S A L E S
First case: The forklift story ...................................................................................... 61
Second case: Computerized accounting software ..................... 66
Summary: What we need to know about B2B buyers ........... 68
2. Chapter: Sales Attitude .................................................................................................... 71
Quiz: What is your sales attitude? ..................................................................... 71
Mental blocks that prevent successful sales ....................................... 74
Be the doctor to your buyer’s problems ................................................. 79
Summary: What do we need to know about salesattitude ............................................................................................................................................... 82
3. Chapter: Searching for and Creating SalesOpportunities ................................................................................................................................ 83
Quiz: How do you successfully create salesopportunities? .......................................................................................................................... 83
What are sales contacts and sales opportunities ......................... 85
How to develop sales contacts into real opportunities ...... 88
7 methods for creating sales opportunity ............................................ 96
The most important list of sales opportunities ............................. 106
An example of creating a sale opportunity ......................................... 107
Summary: What do we need to know about creatingsales opportunity .................................................................................................................. 113
4. Chapter: From Sales Opportunities to Sales ................................... 115
Quiz: Are you a trustworthy person? ............................................................ 117
How to build up trust ...................................................................................................... 119
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How to find the right solution ............................................................................. 132
When to present an offer and how ................................................................ 140
How to successfully close a sale ........................................................................ 146
How to proceed when not being the client’s first choice . 152
What to do when a sale is not successful ............................................... 154
Summary: What do we need to know about takingadvantage of sales opportunities ..................................................................... 157
5. Chapter: Key Tools for Successful Sales .............................................. 159
Marketing ....................................................................................................................................... 160
Telemarketing ............................................................................................................................ 161
E-mails ................................................................................................................................................ 164
Questions ....................................................................................................................................... 166
References ...................................................................................................................................... 174
Summary: What do we need to know about key toolsfor successful sales .............................................................................................................. 178
6. Chapter: What Managers Should ConsiderWhen Contemplating Sales ...................................................................................... 181
Quiz: What do you know about sales? ........................................................ 181
Mission and fundamental values of the company ..................... 183
How to build long-term relationships with your buyers .... 196
What sales personnel do we select and how .................................... 200
How to direct and lead your sales team .................................................. 206
Summary: What managers should consider whencontemplating sales ........................................................................................................... 211
C o n t e n t :
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E N J O Y T H E S A L E S
7. Chapter: Truths and Falsehoods About Marketingand Sales .............................................................................................................................................. 213
8. Chapter: A Shortcut to Success in Sales ............................................. 229
9. Chapter: Quick Self-evaluation of Sales inYour Company ............................................................................................................................ 235
10. Chapter: Short Content ................................................................................................... 241
Closing Remarks ................................................................................................................................. 249
Appendix: Quiz Results ............................................................................................................. 253
Recommended Reading .......................................................................................................... 261
Acknowledgments ............................................................................................................................ 263
About the Author ................................................................................................................................. 265