Selling in a Week

One of my goals I wrote for this year is to read a book every month and also to write a review/summary. Writing the summary so that I can remember what i have read and hopefully apply some of the methods/techniques from the book.

I chose this book because of a few reasons: 1) I already have this book for a while and have not read it. 2) It is a fairly easy read with only 91 pages. 3) I have always wanted to read about doing sales as I think my way of selling sucks. This is by Christine Harvey.

Part 1 - Preparation
1st is to have a goal
Then breakdown into daily work targets
Measure your results
Quote "Knowledge without action serves no one."

Part 2 - Gaining Product and Service Expertise
We are the only link between manufactured products/services and the client. They depend on us to tell them everything they need to know
We need a 40 fold store of knowledge, ie know 40 times the basic knowledge to sell the pdt/svc
Invest in yourself to learn about the pdt/svc thru' course/seminars etc
Stress the benefits using the technology rather than telling the client the specs.
Interview current clients to learn knowledge about your pdt/svc

Part 3 - Discover the Buying Motives
Learn to examine the motives behind decisions and look for what drives people.
Quote "Person who asks the questions is in control of the meeting."
Ask precise questions "What would you be expecting form a supplier?", "What benefits would you be hoping for?" "What one thing could we offer to convince you to change suppliers and work with us?"
Every corporate purchase has a benefit to the corporation and a benefit to the individual.
Find the motives (price too high/low, importance of extras, distance, delivery time, features, benefits, services etc)
Interview ppl to find facts, needs and motives and also interview ppl who influences the buying decision.

Part 4 - Overcoming Objections
3 part process
i)The prelude(phychological / human) - Breaks down resistance, clarify concerns and make client feel understood.
ii)The explanation (Logical) - Benefits in exchange for money
iii) Clarification (phychological / human) - See if client accepts explanations.
Have a list of likely objections and responses

Part 5 - Successful Presentations and Closings
Ask customer's corporate buying motive
Ask customer's personal buying motive (How to get the buyer to fight personally within the organisation to buy from you)
Know the product expertise (Link the needs and benefits with your product expertise)
Know the competition strength and weakness (Better position to defend our benefits)
Tell the links between their needs and your benefits (Help the customer see what we have to offer and how it meets their needs)
Tell how you overcome objections (Counter and eliminate objections quickly)
Review needs and benefits to client (Put everything into perspective for the client)
Ask for their decision (Most buyers expect to be asked to buy)

Part 6 - Action Provoking System
Follow up with prospect while the interest is still there
Have a system to monitor and prompt you to follow up (daily planner, list of prospects etc)

Part 7 - Self-Motivation and Support System
Up to ourselves on our success(not your boss)
Get personal support (Share your progress with supporter, report to someone everyday etc)
Staying positive (Pick only positive thoughts that go thru' mind, learn from mistakes and release any negative thoughts or guilt from the mistakes)
Eliminate doldrums (Acknowledge yourself for small steps made, write down success steps and review them every evening or when you are down, make a list of skills and qualities you can acknowledge in yourself)
Daring to be different (What's holding you back?)
Overcoming roadblocks (Keep the goal in sight and focus determinedly on ways around the roadblocks)
Moving quickly to your goal (Clearly define your goal, break into action segments and tackle segment every day, take more challenging paths to grow)
That's basically what this book is all about. It is simple and not difficult to grasp on the methods/techniques to do sales.