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The Secrets of Selling: How to win in any sales situation

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The Secrets of Selling: How to win in any sales situation


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  • Copyright 2007
  • Pages: 224
  • Edition: 1st
  • Book
  • ISBN-10: 0-273-71300-0
  • ISBN-13: 978-0-273-71300-5

By far the best book on selling I have ever read.  I bought a copy for every member of my sales team.  

Guy Barber, Managing Director, TradersBazaar Promotions


entertaining, informative and human.  The charm is there from beginning to end.  

Wayne Preece, Services Sales Executive, Microsoft (UK) Ltd


Geoff King understands his subject with a rare clarity and communicates it with a rare charm.  This is surely the best book ever written on selling and I believe it will become a classic.

 Mike Richardson, Sales Manager, Top Line Parts Ltd

The tips, tricks and techniques described in this book amount to uncommon wisdom.  It is without doubt the Rolls Royce of sales books. 

Chris Dadd, Senior Manager, Win Telecommunications Services plc

Does your job involve selling? Would you like to increase your numbers so that you regularly meet, and beat, your sales targets? Of course you would. And this is the book that will help you make that happen.

The Secrets of Selling gives you all the practical skills you need to excel in selling, from finding leads and setting up meetings with prospective buyers, right through to closing the deal. It brings together a whole host of tips, tricks and techniques to make sure you win in every sales situation.

Want to beat your sales target? The Secrets of Selling reveals how.

Sample Content

Table of Contents

Introduction: The Secrets of Selling Services

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 quickly and accurately assess the character of your prospect

How to make these judgements ◦ The most common reasons why people misjudge the characters of others

3. Using emotion in selling

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

12. Presentations, away days and exhibitions

The best ways to use PowerPoint ◦ 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. How to measure performance

Measuring your performance against the competition ◦ Measuring your own performance ◦ Your real chances of winning the work ◦ Sales reporting ◦ Rewarding sales achievement

16. Tips on managing your contacts

Why you need a contact management system ◦ How to choose the right one

17.  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

18. Tips on negotiation

Five rules for preparing negotiations ◦ Nine rules for the actual negotiations ◦ Group negotiation ◦ Common situations when negotiating ◦ How professional buyers buy

19. 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

20. So what makes the difference between average and top flight sales performance?

Motivation and goals ◦ Then end by referring to what I said at the beginning


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