Selling above and below the line convince the C-suite : win over management : secure the sale
Cost, service, functionality-good salespeople know the value propositions that speak to frontline managers. But there's another crucial player in the buying decision, with an entirely different set of criteria. Top-level executives evaluate proposals from an "above the line" perspecti...
| Otros Autores: | |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
New York :
AMACOM
2015.
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| Edición: | First edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009629821306719 |
Tabla de Contenidos:
- Cover; Title; Copyright; Contents; Foreword; Author's Preface; Acknowledgments; 1 You Are Selling More Than Just Features and Benefits; The Neuroscience of Selling: It's All About Us; The Deceptive Lure of Features and Benefits; Buyers Buy Outcomes; 2 The Line That Splits the Two Parts of a Sale; Business Acumen: Knowing What Makes a Company Tick; Understand a Company's Network of Concerns; Target Two Outcomes for a Sales Process That Works; The Split: Selling Above and Below the Line; Uncover the Buyer's Multiple Personalities; Focus on Two Value Propositions; 3 Selling Below the Line
- The Rationale for Features and BenefitsTwo Sales Processes, Two Results; WIIFM: The Five Ps; The BTL Buyer's Mantra: I Need It and I Like It; The Three Levels of a Purchase; Company Win and Personal Win; 4 Know Your ATL Buyer; Change: We All Face It, and We All Fear It; The Fear Factor; Promote the Positive Motivators; Time Zones: Great Salespeople Are Time-Travelers; 5 Understanding ATL Energy; Capturing the Energy of a Sale; Harness the Energy in ATL Events; Other ATL Oddities; Change Is King; 6 Controlling the Inbound Sale; Inbound Qualifying Made Easy; Lead Scoring
- Find the Need with the Three Levels of WhyQualify and Disqualify; Getting Control, Starting with the Welcome; 7 Controlling the Outbound Sale; Make Outbound Qualifying Work for You; Your Homework; Getting Past the Screen; Get to the Point-The One That's All About Them; The Prospect's Homework; Gives/Gets; 8 Stage 1: Being ProActive; Prospecting to the ATL Level: Strategy and Tactics; Mastering the Art of the Short Email; How to Leave a Phone Message; Trumpeting; 9 Basics Never Go Out of Style; Start the ATL Phone Call with a 30-Second Speech; The Art of Asking Questions
- Paraphrasing and Summarizing SkillsTime-Traveling; Next Step; 10 Sharpen Your Executive Business Acumen; Top Down and Bottom Up; Think Across the Entire Organization; ATL and BTL Solution Boxes; Talking About Trains; Become the Champion of Solution Box B; I-Date for Box B; 11 Stage 2: Don't Forget The Split; It's Not a Race; The Quantified Problem; The Quantified Cause; The Quantified Solution; Printer Story: The Value of the Three Qs; 12 Discussions with an ATL Executive; The ValueStar: Learning ATL Vocabulary; ROI: Selling Money; Making the Most of Time; Risk: The Million-Dollar Question
- Leverage: Building Value Across TrainsBrand/Image: The Emotional Value; 13 Creating and Controlling ATL Energy; The Golden Rule; The Salesperson's Energy; 14 The "How" of Controlling the ATL Sale; ATL Energy: Finding Additional Trains; BTL Energy; 15 Stage 3: Value vs. Value; Two Value Conditions; A Day in the Life...; BTL and ATL "I Get It" to "I Get It"; Validation vs. Education; 16 Balancing Between the Lines to Accelerate the Deal; Energy Sources; Moving the Chains ATL; Learn to Quantify Energy; Getting to Quantification with Impact Analysis; Solution Boxes and I-Dates
- 17 Stages 4 and 5: Getting a Decision
