Description
Book SynopsisMaster these top-performing sales skills to dominate the marketplace Critical Selling is a dynamic and powerful guide for transforming your sales approach and outperforming your competition.
Table of ContentsAcknowledgments xi
Introduction Critical Selling: Focusing on What Matters Most 1
1 Selling to Today’s Buyers: Remain Customer-Focused 13
Recognize That Buyers Have Changed 15
Use the Right Sales Approach 17
Know How Your Customers Perceive You 20
Become a Trusted Advisor 25
Critical Selling: Lessons Learned 26
2 The First Step is to Believe: Change Your Mindset 29
Mind Your Mindset 31
Always Be Improving 34
Stay Patient through Change 38
Critical Selling: Lessons Learned 43
3 Why Planning Matters: Determine Your Approach 45
Understand That Planning Matters 46
Think about Planning 48
Set SAM Objectives 50
Plan Ahead and Reflect After 55
Critical Selling: Lessons Learned 58
4 A Solid Opening: Connect with Your Customers 59
Plan Your Opening 60
Master the Greeting 61
Create Connections 62
Deliver a Legitimate Purpose Statement 65
Confirm for Feedback 69
Close the Opening with Some Reflection 72
Critical Selling: Lessons Learned 73
5 It’s All about Discovering: Get to Know Your Customers 75
Understand the Benefits of Discovering 77
Ask the Right Questions 79
Target the Six Critical Areas of Focus 84
Listen Actively to Understand Your Customer 90
Avoid Common Pitfalls 98
Critical Selling: Lessons Learned 101
6 Presenting What Your Customer Needs: Link a Tailored Solution 103
Take Advantage of Discovering 104
Plan the Approach 106
Tailor the Solution 108
Ask for Feedback 115
Strengthen the Solution 117
Link Your Solution 124
Critical Selling: Lessons Learned 125
7 Leverage Momentum at Closing: Capture Customer Confidence 127
Summarize Where You’ve Been 129
Gain Commitment to Move Forward 132
Define Next Steps 134
Confirm with Your Customer 136
Critical Selling: Lessons Learned 137
8 Dealing with Objections: Return to the Land of Discovery 139
Recognize Real Objections 140
Understand Why Objections Come Up 141
Be Prepared for Objections 143
Work through Objections 146
Maintain Goodwill and Ask for Feedback 155
Critical Selling: Lessons Learned 157
Conclusion
Putting it All Together: Mindset + Practice + Process + Action 159
Plan Each Sales Interaction 160
Connect and Reconnect 163
Ask Questions (and Listen to the Answers) 165
Adjust Your Attitude 170
Appendix
Case Study: The McCrone Group 177
Notes 191
About Janek Performance Group 195
About the Authors 196
Index 199
