Stop Acting Like a Seller and Start Thinking Like a Buyer: Improve Sales Effectiveness by Helping Customers Buy PDF
Preview Stop Acting Like a Seller and Start Thinking Like a Buyer: Improve Sales Effectiveness by Helping Customers Buy
acu1_a01ffirs.qxd 2/12/07 9:56 AM Page iii Stop Acting Like a Seller and Start Thinking Like a Buyer Improve Sales Effectiveness by Helping Customers Buy Jerry Acuff with Wally Wood John Wiley & Sons, Inc. acu1_a01ffirs.qxd 2/12/07 9:56 AM Page ii acu1_a01ffirs.qxd 2/12/07 9:56 AM Page i Stop Acting Like a Seller and Start Thinking Like a Buyer acu1_a01ffirs.qxd 2/12/07 9:56 AM Page ii acu1_a01ffirs.qxd 2/12/07 9:56 AM Page iii Stop Acting Like a Seller and Start Thinking Like a Buyer Improve Sales Effectiveness by Helping Customers Buy Jerry Acuff with Wally Wood John Wiley & Sons, Inc. acu1_a01ffirs.qxd 2/12/07 9:56 AM Page iv Copyright © 2007 by Jerry Acuff. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. Wiley Bicentennial Logo: Richard J. Pacifico 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 as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748- 6008, or online at http://www.wiley.com/go/permissions. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages. For general information on our other products and services or for technical support, please contact our Customer Care Department within the United States at (800) 762- 2974, outside the United States at (317) 572-3993 or fax (317) 572-4002. Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. For more information about Wiley products, visit our web site at www.wiley.com. Library of Congress Cataloging-in-Publication Data: Acuff, Jerry, 1949- Stop acting like a seller and start thinking like a buyer : improve sales effectiveness by helping customers buy / Jerry Acuff with Wally Wood. p. cm. ISBN: 978-0-470-06834-2 (cloth) 1. Selling. 2. Customer relations. I. Wood, Wally. II. Title. HF5438.25.A28 2007 658.85—dc22 2006036783 Printed in the United States of America. 10 9 8 7 6 5 4 3 2 1 acu1_a02ftoc.qxd 2/12/07 9:56 AM Page v C ONTENTS Acknowledgments vii Section I S R M -S TART WITH THE IGHT IND ET Chapter 1 I P L B , W S F EOPLE OVE TO UY E HOULD H T B 3 ELP HEM UY Chapter 2 E L S I 23 IGHT AWS OF ALES NTENT Chapter 3 B Y K , M , UILD OUR NOWLEDGE ESSAGING R 47 AND ELATIONSHIPS Section II U T , E SE A ESTED FFECTIVE S P ALES ROCESS Chapter 4 D I C EVELOP NTEREST SO USTOMERS W H Y 73 ILL EAR OU v acu1_a02ftoc.qxd 2/12/07 9:56 AM Page vi Contents Chapter 5 E C NGAGE USTOMERS IN M D 95 EANINGFUL IALOGUE Chapter 6 L S , P , EARN THE ITUATION ROBLEM C 123 OR HALLENGE Chapter 7 T Y S 149 ELL OUR TORY Chapter 8 A C 169 SK FOR A OMMITMENT Section III I P MPLEMENT THE ROCESS FOR P P ERSONAL ROSPERITY Chapter 9 H B P , P OW TO UILD OSITIVE RODUCTIVE B R 195 USINESS ELATIONSHIPS Chapter 10 Y B D D OUR USINESS EVELOPMENT RIVES Y F 233 OUR UTURE Notes 247 Index 249 vi acu1_a03flast.qxd 2/12/07 9:56 AM Page vii A CKNOWLEDGMENTS W riting a book, like most things in life, is best accomplished by getting help and learning from others. This book would never have come about if it weren’t for the help of so many. I will try to recognize as many as I can here although I am certain I will inadvertently leave someone out. First, I must thank Laurie Harting at John Wiley & Sons. She is such a professional and a joy to work with. Her belief in this book and her constant guidance made this book possible. My coauthor, Wally Wood, who has become my close friend now after three (well two and a half) books, deserves a standing ovation for his contribution. He makes me think, he knows how to write, and he constantly challenged both of us to make this the best book we could write. Wally’s wife Mar- ian also played an important role with this book as she has with each book we have written, and I am so grateful to her for her help. Mary Maki did yeoman service transcribing our taped interviews. My family has always given me total support and allowed me the time to devote to this effort when I am certain they would vii
Description:The list of books you might like
