Based on ten years of extensive research and interviews with thousands of top sales performers in a variety of industries,
Silver Bullet Selling reveals the secrets all great sales professionals have in common. It’s not what you say that determines your success in sales; it?s how you execute the sales process to create a unique buying experience for customers. This book shows you how to apply the silver bullet selling method to launch your sales through the roof. Read it, and fire away at the competition.
Daftar Isi
Foreword by Michael St. Lawrence xiii
Acknowledgments xv
PART ONE THIS IS SILVER BULLET SELLING 1
CHAPTER ONE
You Don’t Have to Be a Natural-Born Salesman 3
CHAPTER TWO
I’m a Salesman and This Is My Story 7
What’s in a Name? 8
Changing Lives Six Steps at a Time 9
CHAPTER THREE
Why You’ve Got to Read This Book 10
The Six-Step Silver Bullet Selling Process 10
Who Wrote This Book Anyway? 12
Why I Wrote This Book 14
How to Get the Most Out of This Book 15
CHAPTER FOUR
Why a Sales Process? 17
The Gift of Gab Doesn’t Necessarily Translate into Sales Commissions 17
Lowering Resistance and Raising Receptivity 19
In Sales, Communication Is King 20
Playing with Emotion 21
CHAPTER FIVE
What Is This Bullet Selling Process, Anyway? 25
The Six Steps: An Overview 26
Great Sales: One Part Process, One Part Personality 28
A Little More Effectiveness Leads to Dramatic Results 31
PART TWO SIX-STEP BULLET SELLING PROCESS 33
Step One Pre-Call Planning 35
CHAPTER SIX
Pre-Call Planning Overview 36
The Importance of a Quiet Mind 36
CHAPTER SEVEN
What Pre-Call Planning Really Means 41
Pre-Call Planning Means Research 41
Pre-Call Planning Definitely Means Appearance 43
Getting There on Time Is Pre-Call Planning 44
Rehearsing Is Pre-Call Planning 45
Pre-Call Planning in Team Selling Situations: The 10 Key Issues 46
Getting the Names Right Is Pre-Call Planning 48
Pre-Call Planning Is Ironing Your Briefcase 49
CHAPTER EIGHT
Pre-Call Planning Checklists 51
Examples: Pre-Call Planning Checklists 51
Pre-Call Planning Tips 54
Step Two Building Rapport 57
CHAPTER NINE
Building Rapport Overview 58
CHAPTER TEN
Preliminary Pleasantries and the Agenda Statement 63
Preliminary Pleasantries Start the Ball Rolling 63
Transitioning to the Business Conversation 64
The Agenda Statement 65
Begin Every Meeting with an Agenda Statement 75
Serving Up a Million-Dollar Loan at Mickey D’s 76
Passion Is Contagious 78
CHAPTER ELEVEN
Building Rapport by Playing the Credibility Card 80
Positive Effects of a Credibility Statement 81
Three Questions on Every Buyer’s Mind 82
Putting It All Together 91
Using the Credibility Statement 92
Building Rapport Tips 92
Step Three Discovery 95
CHAPTER TWELVE
Discovery Overview 96
Discovery Is More than Fact Finding 97
Listening to Understand versus Listening to Respond 100
CHAPTER THIRTEEN
The Goals of Discovery 107
Discovering the Buying Gap 107
Listening Is the Gateway to Rapport 108
Discovery Generates Buying Momentum 110
CHAPTER FOURTEEN
Tools You Need to Accomplish the Goals of Discovery 111
Buying Criteria 111
Uncovering Buying Criteria 115
CHAPTER FIFTEEN
You’re Only as Smart as the Questions You Ask 119
Asking Questions Is Not an Interrogation 120
It’s Not about Pain 121
The Importance of Taking Notes 122
Discovery Question Flow Example 126
You Know What Happens When You Assume . . . 129
Discovering Where the Emotional Criterion Is Hiding 130
What If You Sell Boring Products? 130
CHAPTER SIXTEEN
The Discovery Summary: So Important, It Gets Its Own Chapter 133
Discovery Summary: Taking Discovery to the Next Level 134
Example Discovery Summary 138
A Few Choice Words about Sales Cycles 140
Discovery Tips 141
Step Four Tailored Solution 143
CHAPTER SEVENTEEN
Tailored Solution Overview 144
Where We Are in the Process 145
The Solution Presentation: Not Your Father’s Sales Presentation 148
CHAPTER EIGHTEEN
Your Solution Presentation Agenda Statement 150
Single-Call versus Multiple-Call Close 150
Begin the Solution Presentation with an Agenda Statement 151
CHAPTER NINETEEN
Your Business Philosophy 155
Building Your Business Philosophy 155
The 3×3 Presentation Technique 156
Building Your Business Philosophy 158
How Do You Compete? Figuring Out Your Competitive Advantage 162
CHAPTER TWENTY
Presenting the Details of Your Solution 164
Presenting the Details of the Deal 164
It’s All about WIIFM 164
Features, Bridges, and Benefits 165
Linking FBBs to What You Learned in Discovery 168
Proposal Best Practices 174
How to Use Evidence 176
Organize Your Evidence 177
Trial Close: Testing for Buyer Reaction 178
Put Passion into Your Solution Presentation 179
Step Five Addressing Concerns 181
CHAPTER TWENTY-ONE
Addressing Concerns Overview 182
Two Secrets You’ve Got to Know before Addressing Any Concerns 186
Two Situations We Don’t Want to Get Into 189
How the Real Pros Do It 190
Two Skills to Master 190
CHAPTER TWENTY-TWO
Executing the Addressing Concerns Process 191
The Six-Step Addressing Concerns Process 191
The Process Is Not Bulletproof 192
Transitioning to the Addressing Concerns Process with a Trial Close 193
The Four Types of Buyers 193
CHAPTER TWENTY-THREE
Responding to Concerns 212
Three Ways to Respond to the Cost Concern 213
Addressing Concerns Other than Cost 223
Trial Close 225
Using the Addressing Concerns Process at Home 228
CHAPTER TWENTY-FOUR
Vaccinating the Buyer against the Competition 231
Tips on Addressing Concerns 233
Step Six Closing the Sale 235
CHAPTER TWENTY-FIVE
Closing the Sale Overview 236
CHAPTER TWENTY-SIX
What Closing Is All About 239
Closing Is a Process, Not an Event 239
Closing Rewards the Persistent: A Lesson from Dr. Seuss 240
When-at-First-You-Don’t-Succeed Success Stories 241
CHAPTER TWENTY-SEVEN
Closing the Sale: Firming Up Details and Setting Expectations 243
Asking for the Order Is Closing 243
Three Possible Outcomes 246
PART THREE AUXILIARY FIREPOWER 255
CHAPTER TWENTY-EIGHT
Additional Ammunition 257
Reserve Power 258
More Bullets for Your Chamber 258
What’s Next? 276
The Silver Bullet Community 277
APPENDIX
Out Sell Consulting: “Our Business Is Your Business” TM 278
Out Sell Driving Principles 278
Four Spokes of Out Sell 279
Index 281
Tentang Penulis
G.A. Bartick is President of Out Sell, which trains 25, 000 salespeople each year. A former executive at Nordstrom, he is also a national speaker and facilitator at conventions and meetings around the country. He has developed and implemented sales programs for Morgan Stanley, Wachovia, Charter Communications, and Oakley, among others.
Paul Bartick is a Director at Out Sell who has published dozens of articles in periodicals and newsletters on implementing the Silver Bullet Selling sales process. He has created customized content for hundreds of Silver Bullet Selling programs for clients such as Bank of America, Time Warner, Transamerica, and DIRECTV.
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