NAMED THE #3 TOP SALES BOOK OF 2018!
Make extraordinary sales happen!
In the Age of the Customer, sales effectiveness depends mightily on the buyer experience. Despite nearly-universal agreement on the need for creating value in every step of the buyer’s journey, sellers continue to struggle with how to create that value and connect meaningfully with buyers. New research bridges the gap and reveals the behavioral blueprint for sellers that makes buyers more likely to meet with them — and more likely to buy from them.
In Stop Selling & Start Leading, you’ll discover that the very same behaviors that make leaders more effective also work to make sellers more effective, too. This critical shift in the selling mindset, and in the sales role itself, is the key to boosting your overall sales effectiveness.
• Inspire, challenge, and enable buyers
• Change your behavior to build trust and increase sales
• Step into your leadership potential
• See yourself the way your buyers do
• Feel good about selling again
When you’re aiming for quota attainment and real connections with buyers, this book gives you the confidence and skills you need.
Table des matières
INTRODUCTION: HOW YOU MAKE EXTRAORDINARY SALES HAPPEN 1
WHAT IF SELLERS BEHAVED AS LEADERS? 7
CHAPTER ONE: WHEN SELLERS ARE AT THEIR BEST 9
Redefining the B2B Buyer Experience 10
More of the Same Behaviors Results in More of the Same Reactions 10
Something Different, but What? 10
Lessons from the B2C Customer Experience 13
Meeting the Preferences of Today’s Buyers 14
Research Provides a Behavioral Blueprint 15
Findings and Implications 16
The Five Practices of Exemplary Leadership 17
Model the Way 18
Inspire a Shared Vision 19
Challenge the Process 20
Enable Others to Act 20
Encourage the Heart 21
It’s Time for Real Change 22
CHAPTER TWO: CREDIBILITY IS THE FOUNDATION OF BOTH LEADERSHIP AND MAKING THE SALE 23
Stereotypical Sales Behaviors Diminish Seller Credibility 24
Credibility Makes a Difference 25
The Prescription for Strengthening Your Personal Credibility 28
PRACTICE 1: MODEL THE WAY 31
CHAPTER THREE: CLARIFY VALUES 33
Find Your Voice 34
Affirm Shared Values 38
Take Action: Clarify Values 44
CHAPTER FOUR: SET THE EXAMPLE 45
Live the Shared Values 47
Teach Others to Model the Values 52
Take Action: Set the Example 57
PRACTICE 2: INSPIRE A SHARED VISION 59
CHAPTER FIVE: ENVISION THE FUTURE 61
Imagine the Possibilities 63
Find a Common Purpose 68
Take Action: Envision the Future 72
CHAPTER SIX: ENLIST OTHERS 73
Appeal to Common Ideals 75
Animate the Vision 79
Take Action: Enlist Others 84
PRACTICE 3: CHALLENGE THE PROCESS 85
CHAPTER SEVEN: SEARCH FOR OPPORTUNITIES 87
Seize the Initiative 90
Exercise Outsight 93
Take Action: Search for Opportunities 99
CHAPTER EIGHT: EXPERIMENT AND TAKE RISKS 101
Generate Small Wins 103
Learn from Experience 107
Take Action: Experiment and Take Risks 112
PRACTICE 4: ENABLE OTHERS TO ACT 113
CHAPTER NINE: FOSTER COLLABORATION 115
Create a Climate of Trust 118
Facilitate Relationships 124
Take Action: Foster Collaboration 128
CHAPTER TEN: STRENGTHEN OTHERS 129
Develop Competence and Confidence 133
Take Action: Strengthen Others 139
PRACTICE 5: ENCOURAGE THE HEART 141
CHAPTER ELEVEN: RECOGNIZE CONTRIBUTIONS 143
Expect the Best 145
Personalize Recognition 150
Take Action: Recognize Contributions 155
CHAPTER TWELVE: CELEBRATE THE VALUES AND VICTORIES 157
Create a Spirit of Community 160
Be Personally Involved 164
Take Action: Celebrate the Values and the Victories 169
CHAPTER THIRTEEN: LEADERSHIP IS EVERYONE’S BUSINESS 171
SOURCES AND NOTES 179
Introduction: How You Make Extraordinary Sales Happen 179
Chapter 1: When Sellers Are at Their Best 179
Chapter 2: Credibility Is the Foundation of Both Leadership and Making the Sale 180
Chapter 3: Clarify Values 181
Chapter 4: Set the Example 181
Chapter 5: Envision the Future 182
Chapter 6: Enlist Others 182
Chapter 7: Search for Opportunities 183
Chapter 8: Experiment and Take Risks 183
Chapter 9: Foster Collaboration 184
Chapter 10: Strengthen Others 185
Chapter 11: Recognize Contributions 186
Chapter 12: Celebrate the Values and Victories 186
Chapter 13: Leadership Is Everyone’s Business 188
Acknowledgments 189
About the Authors 191
Index 197
A propos de l’auteur
JAMES M. KOUZES is the Dean’s Executive Fellow of Leadership, Leavey School of Business, Santa Clara University, and according to the Wall Street Journal, one of the twelve best executive educators in the United States.
BARRY Z. POSNER, Ph D, is the Accolti Endowed Professor of Leadership at the Leavey School of Business, Santa Clara University, where he served for twelve years as Dean of the School.
DEB CALVERT is the founder of People First Productivity Solutions and The Sales Experts Channel, and author of one of Hub Spot’s “Top 20 Most Highly Rated Sales Books of All Time.”
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