Want to beat your sales target? Buy this book. The new edition of this highly successful sales bible is full of practical tips, tricks and advice and now comes in a smaller, more accessible package.
The Secrets of Selling, 2nd edition covers all the key areas in a concise and snappy style and is easy to navigate - essential features for the time pressured modern sales professional. It covers the full range of situations that sales people at all levels will encounter, from how to size up your prospective client quickly, to the best time to mention your price. It has a genuinely practical approach - providing you with the tips, tricks and techniques that will help you improve your sales performance.
This new edition has been completely revised and updated throughout. Key changes include:.
Summaries, in the form of checklists included at each of the three sections.
A chapter on Body Language, including new information on how to spot lying.
New information on icebreakers in meetings.
Geoff King started at the bottom of the sales ladder selling pest control products on the streets of South London. After this inauspicious start, he climbed steadily through the ranks of professional service organisations until he reached the top of the ladder. By the end of his in-house career, he was routinely selling multi-million pound deals in outsourcing services for multinationals. He now works as a freelance consultant on sales methods and strategies.
Table of Contents: Introduction: The Secrets of Selling Section 1: Sales meetings and sales proposals 1. What to say in sales meetings Preparing for sales meetings The structure of a typical sales meeting Dealing with objections Closing 2. How to assess the character of your prospect quickly and accurately How to make these judgements The most common reasons why people misjudge the characters of others 3. Using emotion in selling Honesty Charm Using emotion correctly The emotions behind buying decisions 4. Body language in sales meetings The importance of body language in selling Persuasive and non-persuasive body language What to look for in others 5. How to write proposals The best way to write a proposal The management summary The introduction Your understanding of their requirements Your company's suitability for the work The proposed way forward The costs Possible next steps 6. Writing words that sell The rules for writing good English How to write case studies How to write one page summaries Section 2: How to find new business Choosing your targets The theory behind finding new business Maximising the efficiency of your lead-searching The four main ways to find new business 7. Finding new business through mailshots How to get good lists The message in your mailshot Knowing how many to send E-mailshotting Measuring the success of mailshots The mailshot idea that usually fails Running newsletters 8. Finding new business through seminars Attending other people's seminars Speed networking events Running your own seminars Alternatives to full blown seminars Following up after seminars 9. How to use the telephone to make appointments The secret to successfully selling on the phone The four possible responses to your call The words you should use Getting past gatekeepers Common issues when phoning 10. Finding new business through partners The three types of partner How to make your partnerships effective How to choose the right partners for you How to spot the partners you should avoid Keeping your partnerships healthy Section 3: Becoming a complete salesperson 11. How to brand and advertise your company effectively How to create a brand Colours and branding Advertising How to choose a tagline How to place your adverts Dealing with advertising agencies 12. Presentations, away days and exhibitions The best way to present Things to remember when you are preparing to present Things to remember when you are presenting How the size of the audience affects your presentation Client away days Manning an exhibition stand Following it all up 13. Getting the most from the media Getting articles into the press Finding journalists and publications that specialise in your area Press releases Other ways of contacting the press Doing media interviews Dealing with adverse publicity PR agencies Professional associations 14. Tips on beating the competition What buyers are looking for Avoiding the biggest waste of a salesperson's time Four general rules for competitive situations Dealing with specific types of competition Timing your visits when you are part of a formal bid process The waiting room 15. Tips on managing your contacts Why you need a contact management system How to choose the right one 16. Tips on managing large accounts How to network around an account How to get extra work from the account Shaping the strategy of their senior managers When a team runs the account 17. Tips on negotiation Five rules for preparing negotiations Nine rules for the actual negotiations Group negotiation Common situations when negotiating How professional buyers buy 18. How to sort the contract stage painlessly What you need in a heads of agreement Some general considerations for contracts Tips for dealing with lawyers Frequently occurring problems with commercial contracts Getting the legal side right in the real world 19. How to measure performance (formerly chapter 15) Measuring your performance against the competition Measuring your own performance Your real chances of winning the work Sales reporting Rewarding sales achievement 20. So what makes the difference between average and top flight sales performance? Motivation and goals The seven ways you can create luck