"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

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 useful to our sales force as we make this transition."

Wesley Cantrell

President and CEO, Lanier Worldwide

"We look at 1,500 business books every year; Getting Into Your Customer's Head is one of the best."

Jeffrey Olson

Editor, Soundview Executive Book Summaries

Audio Program Table of Contents:

Session 1. Getting Into Your Customer's Head: The Eight Roles of Customer-Focused Selling. Why you must get closer to your customers. How to think like your customer using the buy-learning process. Customer dissatisfaction and how to avoid it. The single biggest mistake salespeople make. How to get customers to buy faster. Sales roles that match buying behavior. How to advance the buying process.

Session 2. Sales Role #1: The Student studies the 3C's (customer, competition, change) and approaches high probability prospects. Five keys to getting appointments with senior decision-makers. Nine questions to ask yourself when studying your prospect. Sales Role #2: The Doctor diagnoses discontent and uncovers important needs. How to eliminate price objections. Diagnostic questions that intensify buying desire.

Session 3. Sales Role #3: The Architect designs customer-focused solutions that set the ground rules in your favor. Identifying customers' "must-haves" and "nice-to-haves". Three steps to influencing specifications. Using creativity to gain competitive advantage. Eight questions to ask yourself during the Research step.

Session 4. Sales Role #4: The Coach applies competitive sales strategies and presents a compelling solution. Four reasons why we lose sales. 7 keys to scouting your opponents. Positioning yourself to win. Repackaging weaknesses into strengths.

Session 5. Powerful Sales Presentations & Proposals . 10 keys to effective sales presentations. The biggest mistake with most sales proposals and how to prevent it. Sales Role #5: The Therapist understands and resolves the buyer's fears. The seven causes of buyer fear and how to resolve them.

Session 6. Winning the Complex Sale: the politics of selling to multiple decision-makers. Why selling is becoming more complex. Why you need multiple sources of information. Identifying the players on the complex buying team. Developing your complex sales strategy.

Session 7. Sales Role #6: The Negotiator prepares and applies win/win strategies to reach an agreement. Seven common customer negotiating tactics. Eight sources of negotiating power and how to get more. Ten keys to successful sales negotiations. 11 questions to ask yourself before every sales negotiation.

Session 8. Sales Role #7: The Teacher sets customer expectations and teaches the customer to achieve maximum value. What customers expect from you immediately after they buy. The three biggest challenges you face with new customers and how to overcome them. Sales Role #8: The Farmer nourishes customer satisfaction in order to grow the account. The #1 killer of customer satisfaction. Eight keys to cultivating satisfaction and growing your accounts. How to get the most value out of this program. Two characteristics possessed by all peak performing salespeople.

"This program gives you the essentials to selling in tough, competitive, markets. Kevin Davis shares with you the practical, proven approaches of a top sales professional. Get it, listen to it, apply it every day."

Brian Tracy

Speaker & Author, Advanced Selling Strategies

"Simply perfect. Kevin Davis's unique methodology and process for understanding the customer will show salespeople how to differentiate themselves from the competition. By applying this approach, everyone involved - customers, suppliers, and salespeople - will get what they want in terms of value, quality and benefits."