The Secret Language of Influence

Master the One Skill Every Sales Pro Needs
Erscheinungsjahr 2012
ISBN: 978-0-8144-1726-3
Verlag: AMACOM

Buch, Englisch, 208 Seiten, Format (B × H): 152 mm x 229 mm, Gewicht: 349 g

Great selling is invisible. Influence occurs at a level just below the buyer’s awareness. That’s important because today’s buyer is savvy and all too familiar with traditional selling techniques. However, a few simple words—the right words—can transform an awkward sales call into a comfortable conversation and a resistant prospect into a happy customer. Some people, for example, want to hear about the money they’ll save, while others respond to the pain they’ll avoid. By identifying different ways buyers are motivated, salespeople can quickly customize their conversations and lead prospects to “yes.” The Secret Language of Influence reveals the best ways to approach buyers who are: Motivated by benefits vs. problems • Proactive vs. reactive • Big-picture vs. detailoriented • Systems thinkers vs. creative minds • Influenced by external feedback (testimonials, evidence) vs. internal factors (feelings, personal experiences, beliefs) From the use of storytelling, humor, and emotion-evoking language to words to avoid and questions that advance the sale, this entertaining and practical book demonstrates the power of words to break down resistance and change buyers’ minds.

Autoren/Hrsg.

Seidman, Dan

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

CONTENTS Preface: Great Persuasion Skills Are Invisible / VII PART ONE: INFLUENCING OTHERS 1 Breaking Buyers’ Patterns / 3 2 Toward Buyers and Away Buyers / 9 3 Buyer Tortoises vs. Buyer Hares / 19 4 Buyers Who Like Proof vs. Buyers Who Don’t / 24 5 Artist Buyers vs. Accountant Buyers / 28 6 Big Picture Buyers vs. Detail-Oriented Buyers / 33 7 Four Kids in a Classroom / 36 8 Critical Language Tips / 44 9 Evoke Emotions! / 56 10 The Persuasive Power of Storytelling in Selling / 63 11 Questions That Advance the Sale Closer to the Close / 72 12 The Ultimate Objection-Handling Tool / 86 13 Strategic Listening / 97 14 The Opening Strategy for All Sales Calls / 106 15 How to Be Funny: Humor for Sales Pros / 116 16 Potent Communication Skills / 129 17 High-Influence Cold Calling / 140 PART TWO: INFLUENCING YOURSELF 18 Seven Keys to Influencing Your Brain / 145 19 Heart and Head Check: Self-Test / 162 20 Influence Your Body / 166 21 Know Your Numbers / 171 PART THREE: IMPLEMENTING YOUR INFLUENCE 22 A Summary of Strategies / 179 23 Can’t Decide What’s Most Important? / 184 24 First Step, Next Steps / 188 25 Model of Sales Excellence Tool / 192 Index / 195

Über Autor(innen)

DAN SEIDMAN is a globally recognized speaker, consultant, and trainer on selling and influence. He is the author of Sales Autopsy, and his regular columns reach more than 2 million readers monthly online and in print.