Sales Therapy: Effective Selling for the Small Business Owner PDF
Preview Sales Therapy: Effective Selling for the Small Business Owner
Sales Therapy® Sales Therapy® Sales Therapy® Effective Selling for the Small Business Owner GRANT LEBOFF Copyright © Grant Leboff 2007 First published 2007 by: Capstone Publishing Ltd. (a Wiley Company) The Atrium, Southern Gate, Chichester, PO19 8SQ, UK. www.wileyeurope.com Email (for orders and customer service enquires): [email protected] The right of Grant Leboff to be identifi ed as the author of this book has been asserted in accordance with the Copyright, Designs and Patents Act 1988 Sales Therapy is a registered trade mark of Leboff Enterprises Problem Map and Problem Maps are trade marks of Leboff Enterprises All Rights Reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except under the terms of the Copyright, Designs and Patents Act 1988 or under the terms of a licence issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London W1T 4LP, UK, without the permission in writing of the Publisher. Requests to the Publisher should be addressed to the Permissions Department, John Wiley & Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex PO19 8SQ, England, or emailed to [email protected], or faxed to (+44) 1243 770571. Designations used by companies to distinguish their products are often claimed as trademarks. All brand names and product names used in this book are trade names, service marks, trademarks or registered trademarks of their respective owners. The Publisher is not associated with any product or vendor mentioned in this book. This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold on the understanding that the Publisher is not engaged in rendering professional services. If professional advice or other expert assistance is required, the services of a competent professional should be sought. Other Wiley Editorial Offi ces John Wiley & Sons Inc., 111 River Street, Hoboken, NJ 07030, USA Jossey-Bass, 989 Market Street, San Francisco, CA 94103–1741, USA Wiley-VCH Verlag GmbH, Boschstr. 12, D-69469 Weinheim, Germany John Wiley & Sons Australia Ltd, 42 McDougall Street, Milton, Queensland 4064, Australia John Wiley & Sons (Asia) Pte Ltd, 2 Clementi Loop #02–01, Jin Xing Distripark, Singapore 129809 John Wiley & Sons Canada Ltd, 22 Worcester Road, Etobicoke, Ontario, Canada M9W 1L1 Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. Library of Congress Cataloging-in-Publication Data Leboff, Grant. Sales therapy : effective selling for the small business owner / Grant Leboff. p. cm. Includes index. ISBN 978-1-84112-778-1 1. Sales management. 2. Small business--Management. 3. Selling. 4. Customer relations. 5. Relationship marketing. I. Title. II. Title: Effective selling for the small business owner. HF5438.4.L43 2007 658.85--dc22 2007030930 Anniversary Logo Design: Richard J. Pacifi co Set in ITC New Baskerville by Sparks, Oxford – www.sparks.co.uk Printed and bound in Great Britain by TJ International Ltd, Padstow, Cornwall This book is printed on acid-free paper responsibly manufactured from sustainable forestry in which at least two trees are planted for each one used for paper production. Substantial discounts on bulk quantities of Capstone Books are available to corporations, professional associations and other organizations. For details telephone John Wiley & Sons on (+44) 1243–770441, fax (+44) 1243 770571 or email [email protected] Contents 1 Moving Away from the Transactional Model 1 2 Selling Snow to the Eskimos 11 3 Putting the Relationship First 19 4 Deconstructing the Myth of Benefi t Selling Part I: The buyer’s motivation 35 Part II: Benefi ts don’t work 39 5 Stop Using Benefi ts – Start Using Problem Maps™ 49 6 Why the USP Stops you Selling 63 7 Your Emotional Selling Point and Giving Value 69 8 Building Pipeline Part I: Managing the process 81 Part II: Engaging your prospect 89 9 Routes to Market 95 10 Empowering your Buyer 105 11 Understanding your Purchasers 117 12 Asking Questions – the Diagnosis Part I: The doctor/patient relationship 129 Part II: The fallacy of open and closed questions 135 Part III: Clarity using Problem Maps™ 138 Part IV: Problems and solutions are not enough 145 13 When It’s Time to Talk 155 14 Objections and Concerns 165 vi / SALES THERAPY® 15 Traditionally It’s Called Closing 175 16 Following Up – Continuing the Relationship 185 Epilogue 191 Index 195 1 Moving Away from the Transactional Model The old transactional sales model does not work any more Compare the old transactional sales model with a car which has a worn out engine and is continually breaking down. Every few miles, you spend even more money on a quick fi x so you can drive it a little longer. Really, you know that throwing money at it is a waste of time. However, without the wherewithal to replace it, you are unsure of the alternative. The equivalent of this is happening in sales. People spend time re- hashing and re-inventing the old transactional sales model in order to try and squeeze out a few extra sales. All the while, people have instinctively understood that it really doesn’t work. Why, when people sell, do they: • Still make ‘sales presentations’ when they are normally a waste of time? • Still persist with the myth of ‘open’ and ‘closed’ questions, when the model is fl awed? • Still insist on ‘selling the benefi ts’ when they are ineffective? • Still obsess with ‘handling objections’, when it is the traditional sales model that creates them? • Still focus on ‘closing’ when that is not the way to get results? 2 / SALES THERAPY® Many business owners who need to sell, but who are not professional sales people, already feel uncomfortable with the old transactional sales model. They know they have to put the relationship with the client fi rst; but do not have a model with which to achieve it. The idea of the importance of the relationship is not new. The prob- lem is that sales practitioners continue to use the transactional model and then pretend to make the relationship their utmost concern. This simply does not work. However ‘interested’ these people try to look when they are with their customers, they still endeavour to press home their presentation, handle objections and sell the benefi ts. What they are really doing is trying to force a square peg into a round hole. This is transactional sell- ing presented to look like the relationship is important. The old model simply does not work. (cid:129) Sales Therapy® is a fresh approach to selling. • The focus is on the customer; not on the sales person. • The relationship comes fi rst; not the transaction. • The focus is on the sales process; not on the result. Sales Therapy® will show you how to sell more naturally and commit your closing techniques to the recycle bin. With this new approach to selling, a salesperson does not have to pre- tend they have all the answers. Like a therapist, they are there to ask the questions. Sales Therapy® is therapy for both parties. The old adversarial boxing match, which selling so often becomes, is cast aside. In this new sell- ing, both buyer and seller gain from the relationship and the discus- sion, whatever the outcome.
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