大人物销售智慧：销售福利战略、说服的秘密与成功常识 HEAVY HITTER SALES WISDOM:
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作者： Steve W. Martin著
出 版 社： John Wiley & Sons
出版时间： 2006-12-1字数：版次： 1页数： 262印刷时间： 2006/12/01开本：印次：纸张： 胶版纸I S B N ： 9780470052310包装： 精装编辑推荐
作者简介：
STEVE W. MARTIN is a successful speaker, consultant, and the creator of the Heavy Hitter Selling training program. Using the concepts of neurolinguistics, he has developed effective models that have helped thousands of salespeople become heavy hitter revenue producers. He is also the author of Heavy Hitter Selling, from Wiley.
内容简介
Steve Martin introduced his innovative sales system in Heavy Hitter Selling. That book showed you how to become a Heavy Hitter—that special seller who doesn't just succeed, but succeeds wildly. And it showed you that the key to sales success is in learning how people think and communicate, how they make decisions, and how to use science-based tactics and techniques to persuade them.
Now, as a follow-up to that successful sales primer, comes Heavy Hitter Sales Wisdom, a book of insight from some of the world's heaviest hitters of all time—from Sun Tzu to George S. Patton, Jesus Christ to Siddhartha Gautama. But what do all these famous figures have to do with sales? Just like the best Heavy Hitters in sales, they were masters of strategy, persuasion, and commonsense judgment.
Those salespeople who successfully master the three roles of strategist, persuader, and sage of common sense become true Heavy Hitters. They exceed quotas, close the biggest deals, make tons of money, and enjoy themselves in the process. Heavy Hitter Selling taught you how to join the ranks of that sales elite. Heavy Hitter Sales Wisdom offers a bracing jolt of motivation, effective strategy, and hard-earned wisdom to help solidify your status as a Heavy Hitter.
Heavy Hitter Sales Wisdom neither oversimplifies the art of selling, nor overanalyzes the minute details of sales strategy. It provides even experienced sales professionals with state-of-the-art sales strategies, truly enlightening wisdom, and a uniquely entertaining approach to sales. It condenses the teaching of some of the greatest military and political leaders into a healthy serving of strategy and tactics for those of us who want to plan and win the big sales battles —against the competition in the marketplace and against customers themselves. And it's especially useful for those professionals in complex or business-to-business sales who must penetrate bureaucracies, influence key decision makers, and tailor their products to fit their customers' specific needs.
This book teaches sales strategy, persuasion skills, and common-sense tactics based on the wisdom of some of the greatest figures in history—the original Heavy Hitters. If you want to win more sales and become a Heavy Hitter yourself, this wise, practical resource guides your way with advice from some of the most influential people of all time.
目录
Introduction: Strategy, Persuasion, and Common Sense—the Three Parts of Sales Wisdom
Part One Sales Warfare Strategies
CHAPTER 1 The Grand Strategy of War
The Changing Nature of Sales
The Indirect Strategy
The Seven Principles of the Indirect Strategy
The Indirect Strategy in Sales
Closing Thoughts
CHAPTER 2 Battlefield Tactics
Grand Strategy, Battles, and Battlefield Maneuvers
Charting Your Position
Battlefield Tactics Based on Position
Individual Battlefield Tactic Case Study
Company Battlefield Tactic Case Study
Closing Thoughts
CHAPTER 3 The Five Steps to Victory
Step 1—Set the Tempo
Step 2—Focus on Human Nature (Winning Hearts and Minds)
Step 3—Enlist Spies
Step 4—Understand How the Objective Is Organized
Step 5—Go After the Leaders
Conclusion
Part Two Secrets of Persuasion
CHAPTER 4 Real Persuasion
Decision Making 101
Speak to Each Person Individually
Speak with Compassion
Speak with Congruence
Connect with the Senses
Tell Stories to Illustrate Complex Ideas
Conclusion
CHAPTER 5 Meeting of the Minds
Connecting with Minds
Why George Bush Won the 2004 Presidential Election
Balanced Communicators
The Subconscious Decision Maker
The Different Types of Persuasion
The Persuasive Corporate Sales Presentation
Organizing the Presentation
Conclusion
Part Three Common-Sense Tips
CHAPTER 6 Common-Sense Selling
Cesspool
Who Are You?
Price
Seven Reasons Why Indy Race Car Driving Is Like Sales
Don’t Panic
Peer Pressure
Lessons Learned
The Fantasy of Spam
Cliffs Notes
Exaggerators, Sandbaggers, and Heavy Hitters
The Seven Deadly Sins of Salespeople
Go, Fight, Win!
Five Questions to Ask after a Loss
Are You Contagious?
Always Follow Your Intuition
Boy, Were They Wrong!
Warning Signs
Test Your Selling Style
Conclusion
CHAPTER 7 The Life of a Salesperson
Long Lunch
The 195 Reasons You Will Fail
Keep Perspective
Ask the Experts
Why Does My Sales Manager Dislike Me?
Six Comments
Self-Perception
Freedom
Sharpshooter
Fatal Faux Pas
Facing the End
Keep Your Goals to Yourself
Preconceived Ideas
Hey, Hey, We’re the Monkeys
Monday-Morning Quarterbacks
So You Want to Be a Manager
Lost Cause
Missing History
You’re Already Rich
Final Advice
Epilogue
Notes
Index
About the Author
