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1、“Topproducerstodayrealizetheycannolongergetbyonproductexpertisealone.Theyknowtherealexpertisthecustomer.”Thispageintentionallyleftblank.“Thedeeperthedialogue,thegreaterthesalesresults.”Thispageintentionallyleftblank.no-longer-truefeature-and-benefitfocus.Toomanysa
2、lespeopletelltheirproductstoriestoosoon,withoutnecessarilymeaningtodoso,andinvariablytalkfromagenericproductvs.customerpointofview.Whentheyaskaboutneeds,theydon’tgofarenough.Whentheyidentifyaneed,theyjumptoproduct,ratherthancreatearichdialoguetounderstandwhy,how,o
3、rwhen.Sellingtodayismoredemanding.Asbusinessbecomesmorechallenging,salespeopleneedahigherlevelofskill.Myexperience,inmorethantwodecadesofworkingwithtensofthousandsofsales-peopleinsomeofthefinestorganizationsintheworld,showsthatatbestonly30%ofsalespeopletrulypracti
4、ceneed-basedconsultativesellingandnomorethanonethirdofthoseachievetrusted-advisorlevelwiththeircustomers.Thebottomlineisthattoomanysalespeoplearestilltooquicktotellaproductstory.Whilemostthinksolution,theypresentproduct.Becausetheytendtotalkmorethantheylisten,they
5、createanimbal-ancedgive/getratioinsteadofa50/50dialogue.Overall,thelevelofpreparationandquestioningdoesnotmeasureup.Mostsalesorganizationshavegoodsalespeople,buttheylackenoughsuperbsalespeopletodrivethegrowththeyneedtosucceed.Asmuchaseverythingelseischanging,theol
6、dformulasofsell-ingfeaturesandbenefitsarestillaround,blockingdialoguesandholdinggoodsalespeoplebackfrombecomingsuperb.ThelessonsinTheSalesSuccessHandbookwillletyoutapintoyournaturaltalentsbyhelpingyoutakeadvantageofyourpersonalstrengths,buildonthem,andcreateSalest
7、alkthatsells.“Checkyoursalestalk.Measureyour‘give/getratio.’”ixTheSalesSuccessHandbook:20LessonstoOpenandCloseSalesNowLINDARICHARDSONMCGRAW-HILLNewYorkChicagoSanFranciscoLisbonLondonMadridMexicoCityMilanNewDelhiSanJuanSeoulSingaporeSydneyTorontoCopyright©2003byLin
8、daRichardson.Allrightsreserved.ManufacturedintheUnitedStatesofAmerica.ExceptaspermittedundertheUnitedStatesCopyrightActof1976,nopartofthispublicationmay
