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Secrets of Selling, The: How to win in any sales situation, 2nd Edition

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Secrets of Selling, The: How to win in any sales situation, 2nd Edition

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  • Copyright 2015
  • Edition: 2nd
  • eBook (Watermarked)
  • ISBN-10: 0-13-355401-5
  • ISBN-13: 978-0-13-355401-4

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.

Sample Content

Table of Contents

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  


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


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


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


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