What do winners of major sales do differently than the sellers
who almost won, but ultimately came in second place?
Mike Schultz and John Doerr, bestselling authors and
world-renowned sales experts, set out to find the answer. They
studied more than 700 business-to-business purchases made by buyers
who represented a total of $3.1 billion in annual purchasing power.
When they compared the winners to the second-place finishers, they
found surprising results.
Not only do sales winners sell differently, they sell
radically differently, than the second-place finishers.
In recent years, buyers have increasingly seen products and
services as replaceable. You might think this would mean
that the sale goes to the lowest bidder. Not true! A new breed of
seller–the insight seller–is winning the sale with
strong prices and margins even in the face of increasing
competition and commoditization.
In Insight Selling, Schultz and Doerr share the
surprising results of their research on what sales winners do
differently, and outline exactly what you need to do to transform
yourself and your team into insight sellers. They introduce a
simple three-level model based on what buyers say tip the scales in
favor of the winners:
Level 1 ‘Connect.’ Winners connect the dots between
customer needs and company solutions, while also connecting with
buyers as people.
Level 2 ‘Convince.’ Winners convince buyers that they can
achieve maximum return, that the risks are acceptable, and that the
seller is the best choice among all options.
Level 3 ‘Collaborate.’ Winners collaborate with buyers by
bringing new ideas to the table, delivering new ideas and insights,
and working with buyers as a team.
They also found that much of the popular and current advice
given to sellers can damage sales results. Insight Selling
is both a strategic and tactical guide that will separate the good
advice from the bad, and teach you how to put the three levels of
selling to work to inspire buyers, influence their agendas, and
maximize value. If you want to find yourself and your team in the
winner’s circle more often, this book is a must-read.
สารบัญ
Foreword Neil Rackham vii
Preface xi
Chapter 1 Sales Winners Sell Differently 1
Chapter 2 What Is Insight Selling? 25
Chapter 3 Insight Selling and Value 37
Chapter 4 Insight and Level 1: Connect 57
Chapter 5 Insight and Level 2: Convince 79
Chapter 6 Insight and Level 3: Collaborate 101
Chapter 7 On Trust 121
Chapter 8 Profile of the Insight Seller 137
Chapter 9 Insight Selling Mistakes 161
Chapter 10 Buyers Who Buy Insights 177
Chapter 11 Getting the Most from Sales Training 199
Epilogue 219
Appendix 221
Notes 225
About RAIN Group 231
About the Authors 233
Index 237
เกี่ยวกับผู้แต่ง
MIKE SCHULTZ is Co-President of RAIN Group and a
world-renowned consultant, speaker, and expert in sales training
and performance improvement. His articles and work have been
featured in a variety of publications, such as Business
Week, Inc. magazine, and Fast Company. He is also
on the faculty in the Marketing Division at Babson College and
writes at www.Rain Group.com/Blog.
JOHN E. DOERR is a leading authority on the skills and
strategies that make for sales success. As Co-President of RAIN
Group, he has consulted with, trained, and coached thousands of
sales professionals, leaders, and business executives, helping them
improve sales performance and succeed with insight selling.
Mike and John are bestselling authors of Rainmaking
Conversations: Influence, Persuade, and Sell in Any Situation
and the groundbreaking research ‘What Sales Winners Do
Differently.’ To learn more or to contact Mike or John
directly, visit www.Rain Group.com.
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