ESSENTIAL MANAGERS BIND UP SELLING RESEARCH TARGETING MARKETING CLOSING NEGOTIATING PREPARING TRUST MEDIATING PERSUADING STRATEGY PRESENTING IMPACT CONFIDENCE STRUCTURE REHEARSING VISUALS ESSENTIAL MANAGERS BIND UP SELLING RESEARCH TARGETING MARKETING CLOSING NEGOTIATING PREPARING TRUST MEDIATING PERSUADING STRATEGY PRESENTING IMPACT CONFIDENCE STRUCTURE REHEARSING VISUALS ESSENTIAL MANAGERS BIND UP SELLING RESEARCH TARGETING MARKETING CLOSING NEGOTIATING PREPARING TRUST MEDIATING PERSUADING STRATEGY PRESENTING IMPACT CONFIDENCEMATERIAL STRUCTURE REHEARSING VISUALS PREVIOUSLY PUBLISHED IN ESSENTIAL MANAGERS BIND UP SELLING RESEARCH TARGETING MARKETING CLOSING NEGOTIATING PREPARING TRUST MEDIATING PERSUADING STRATEGY PRESENTING IMPACT CONFIDENCE STRUCTURE REHEARSING VISUALS ESSENTIAL MANAGERS BIND UP SELLING RESEARCH TARGETING MARKETING CLOSING NEGOTIATING PREPARING TRUST MEDIATING PERSUADING STRATEGY PRESENTING IMPACT CONFIDENCE STRUCTURE REHEARSING VISUALS ESSENTIAL MANAGERS BIND UP SELLING RESEARCH TARGETING MARKETING
Doing Business SELLING NEGOTIATING PRESENTING
Doing Business
the practical guide to mastering management Eric Baron, Michael Benoliel, Wei Hua, Aileen Pincus
Material previously published in Selling, Negotiating, Presenting
London, New York, Munich, Melbourne, Delhi Project Editor: Daniel Mills Project Designer: Isabel de Cordova Managing Editor: Penny Warren Managing Art Editor: Glenda Fisher Production Editor: Ben Marcus Senior Production Controller: Man Fai Lau Creative Technical Support: Sonia Charbonnier Publisher: Peggy Vance US Editor: Liza Kaplan First American Edition, 2011 Published in the United States by DK Publishing, 375 Hudson Street New York, New York 10014 11 12 13 14 15 10 9 8 7 6 5 4 3 2 1 178917—January 2011 Copyright © 2008–2009, 2011 Dorling Kindersley Limited. All rights reserved. Without limiting the rights under copyright reserved above, no part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form, or by any means (electronic, mechanical, photocopying, recording, or otherwise), without the prior written permission of both the copyright owner and the above publisher of this book. Material previously published in: Presenting, Negotiating, Selling. Published in Great Britain by Dorling Kindersley Limited. A catalog record for this book is available from the Library of Congress. ISBN: 978-0-7566-6860-0 DK books are available at special discounts when purchased in bulk for sales promotions, premiums, fund-raising, or educational use. For details, contact: DK Publishing Special Markets, 375 Hudson Street, New York, New York 10014 or
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Contents 8
SELLING
Chapter 1 Building meaningful relationships 12 14 16 20
Adding value through selling Addressing needs Appealing to buyers Differentiating yourself
Chapter 2 Understanding the needs of customers 22 24 28 30 32 34 36 40
Implementing the model Seeing the nature of needs Planning your approach Making your first move Presenting your credentials Opening a sales meeting Questioning for needs Listening to your client
42 44 46
Approaching a problem Reviewing needs Selling with others<