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"Getting Into Your Customer's Head is the best selling process text I have ever read. I would put it in the league of the management books written by Peter Drucker!!"
Truman Netherton
Chief Operating Officer, A.W. Chesterton Company
Book
Getting Into Your Customer's Head: 8 Secret Roles of Selling Your Competitors Don't Know
(Times Business/Random House, 1996, 308 pages, $26.95) Foreword by Ken Blanchard, Ph.D.
Most people know selling is much more difficult than it was just a few years ago. But do you know what you can do to grow your sales in today's tougher market? Getting Into Your Customer's Head provides the answer. This book will help you anticipate buyers' thoughts and feelings so you can stay in step with them - which is one giant step ahead of your competition.
Getting Into Your Customer's Head will help you increase sales by matching new selling strategies to today's tougher buying behavior:
Kevin Davis presents eight unique selling roles and a clear plan of action needed for each step of the sale. The student, doctor, architect, coach, therapist, negotiator, teacher, and farmer roles all have specific techniques for moving you and your customer smoothly through the buying process. For example, the student role shows you how change affects your customers and how you can use this knowledge to open closed doors. The doctor diagnoses "little problems" and uncovers "big needs." The architect designs customer-focused solutions that lock out competition.
Kevin's advice will sharpen your competitive selling skills. Techniques such as finding the "power broker" (the real decision maker) in a complex sale provide valuable tools for selling smart and winning the sale.
Getting Into Your Customer's Head teaches you how you can prevent customers from defecting to the competition with new techniques that build customer loyalty. And the "No Tricks" method of negotiating shows you how to win profitable agreements without cutting price.
"Getting Into Your Customer's Head has credibility as its foundation. Kevin Davis has been on the front lines as a very successful sales representative and sales manager and brings the experience of the real world to this book. Lanier, with its line of digital products, is developing long-term consultative relationships with our customers, and Getting Into Your Customer's Head will be highly usefull to our sales force as we make this transition."
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