Value-added selling: how to sell more profitably, confidently, and professionally by competing on value, not price

Copyright......Page 3
Contents......Page 7
Acknowledgments......Page 9
Introduction......Page 11
PART I Value-Added Selling Philosophy......Page 15
The Three Styles of Competitors......Page 17
Organizational Excellence......Page 20
What Is Value?......Page 27
What Is Value Added?......Page 30
What Is Value-Added Selling?......Page 31
Value-Added Salespeople......Page 32
What Buyers Really Want......Page 39
Are You Cutting Your Prices or Are You Cutting Your Throat?......Page 41
Fun Facts Regarding Price......Page 45
Why Don’t Salespeople Sell Value Added?......Page 46
What Is the Value-Added Selling Process?......Page 49
Strategic Overview......Page 51
CHAPTER 4 Identify Your Value Added......Page 55
There Are No Commodities in Value-Added Selling!......Page 56
What Is Value Added?......Page 57
How to Determine Your Company’s Value Added......Page 58
How to Use the VIP List......Page 60
PART II Value-Added Selling Strategies......Page 63
CHAPTER 5 Value-Added Target Account Selection......Page 65
Developing Market Savvy......Page 66
Targeting Accounts......Page 68
Penetrate the Decision Process Early......Page 73
Penetrate the Account Deep......Page 74
Penetrate the Account at the Highest Levels......Page 75
Levels I-II-III Decision Makers......Page 76
CHAPTER 7 Customer-izing......Page 81
Organizational Needs......Page 82
Personal Issues......Page 84
Buyer Pressure Points......Page 85
CHAPTER 8 Positioning......Page 89
How Do Buyers Perceive Your Solution?......Page 90
Personal Positioning......Page 91
Your Definable and Defendable Differences......Page 95
Create Barriers......Page 98
Tips for Selling Your Differences......Page 100
Personalize Your Message......Page 105
Maximize Your Perceived Value......Page 108
Demonstrate Performance Value......Page 111
CHAPTER 11 Serving......Page 115
Process Support......Page 116
People Support......Page 117
CHAPTER 12 Relationship Building......Page 119
Principles of Relationship Building......Page 120
Personal Issues......Page 121
Business Relationship Ideas......Page 122
CHAPT ER 13 Tinkering......Page 125
Barrier Analysis......Page 126
Build a Better Mousetrap......Page 128
Make It Easier to Do Business with Your Company......Page 129
CHAPTER 14 Value Reinforcement......Page 131
Documentation......Page 132
Value Reminding......Page 133
Value Audit......Page 134
CHAPTER 15 Leveraging......Page 137
Vertical Account Penetration......Page 138
Horizontal Account Penetration......Page 139
Capturing Spin-Off Business......Page 140
PART III Value-Added Selling Tactics......Page 143
CHAPTER 16 PreCall Planning......Page 145
How to Prepare for Your Sales Call......Page 146
CHAPTER 17 Opening the Sales Call......Page 151
How to Open......Page 152
Guidelines for Socializing......Page 153
Comments to Avoid......Page 154
CHAPTER 18 The Needs Analysis Stage......Page 157
What Is the Needs Analysis?......Page 158
Mechanics of Questioning......Page 160
Strategic Questioning Areas......Page 166
Tips for Questioning......Page 172
Active Listening......Page 173
CHAPTER 19 The Presentation Stage......Page 179
Rules of the Presentation Stage......Page 180
Sell All Three Dimensions of Value......Page 181
Sell to Your Buyer’s Style......Page 183
Engage Your Buyer......Page 184
Use Proof Sources......Page 186
CHAPTER 20 The Commitment Stage (AKA Closing)......Page 189
When to Ask for the Order......Page 190
How to Gain Commitment......Page 192
The Value-Added Selling Format......Page 198
Tips for Handling Objections......Page 199
Three-Step Communications Model......Page 201
Price Objections......Page 205
Postcall Review......Page 211
Reilly’s Rules for Follow-Up......Page 213
PART IV Value-Added Selling—Special Topics......Page 217
What Is Hi-Level Value-Added Selling™?......Page 219
Facts About HLDMs......Page 220
Calling on High-Level Decision Makers......Page 223
Technology Will Do What?......Page 225
The Pros and Cons of Technology......Page 226
Technology and Value-Added Selling......Page 228
Why Write and Send Sales Letters?......Page 231
Organizing Your Thoughts......Page 232
Writing Tips......Page 234
Editing......Page 237
Persuasion Letters......Page 238
Sample Sales Letters......Page 240
CHAPTER 26 Value-Added Time Management......Page 255
How Salespeople Use Time......Page 256
Time Management Myths and Realities......Page 258
Time Management Attitudes......Page 262
Becoming More Effective......Page 265
Becoming More Efficient......Page 268
Planning......Page 269
Opportunities Management......Page 271
CHAPTER 27 Final Thoughts......Page 275
Preparation......Page 277
Strategic Prescriptions......Page 278
Tactical Prescriptions......Page 279
And Finally......Page 281
Index......Page 283