(如何识破24个常见销售陷阱)24 SALES TRAPS AND HOW TO AVOID THEM

2002-12  

AMACOM  

CANADA  

188  

There's nothing easier, more natural--or more dangerous--than to latch on to wrong information. Salespeople do it all the time, as they mistakenly build their sales philosophies on foundations of half-truths and falsehoods, such as "you must be aggressive to succeed in sales" or "lower your price to close the sale." The 24 Sales Traps and How to Avoid Them debunks sales truisms like these. Based on field-tested and scientifically validated research, the book replaces conventional wisdom with hard facts and an updated approach. For example: "If you generate sales activity, you'll be successful." Sales managers preach this as gospel, but the research uncovered here shows that it only applies to small, transactional sales, not large, consultative sales. "The Internet has changed selling." Not so, readers learn. The Internet has shifted traditional direct marketing to the virtual channel, but not selling. "Handling objections helps you meet the prospect's needs." True, but: research shows that the fewer the objections, the more likely the sale will take place. The 24 Sales Traps and How to Avoid Them will appeal to both sales managers and reps searching for a fresh infusion of real-life advice on how to achieve better sales. 作者简介： DICK CANADA is the founder and chairman of The Dart-mouth Group, Ltd., which specializes in the development of sales models for companies involved in high-levelselling. A former manager of training and development for Xerox, he is currently executive director of the Institute for Global Sales Studies at Indiana niversity's Kelley School of Business. Mr. Canada lives in Zionsville, Indiana.

PrefaceAcknowledgmentsINTRODUCTIONPRINCIPLE 1: ADOPT AN OUTSIDE FOCUS Sales Trap 1: You Must Be Aggressive to Succeed in Sales Sales Trap 2: You Can Make a Complex Sale Without an Account Champion Sales Trap 3: It's Best to Offer Solutions to Problems You SeePRINCIPLE 2: GET THE MOST OUT OF YOUR BEST PEOPLE Sales Trap 4: Rejection Is Failure Sales Trap 5: Academic Studies Aren't Helpful in Real-World Sales Sales Trap 6: Either Salespeople Have It or They Don'tPRINCIPLE 3: TRAIN EFFECTIVELY Sales Trap 7: It's the Content of the Skill Training That Matters Most Sales Trap 8: Beginners Should Start With Comprehensive TrainingPRINCIPLE 4: CREATE VALUE Sales Trap 9: You Won't Make the Sale Unless You Reach the Decision Maker Sales Trap 10: Rank Decision Criteria Relative to Competitors Sales Trap 11: Providing Information About Products and Services Creates Customer Value Sales Trap 12: You're Selling Value Versus Price Sales Trap 13: Lower Your Price to Make the Sale Sales Trap 14: It's Possible to Sell Anything to Anybody Sales Trap 15: Offer Solutions Early Sales Trap 16: Let the Customer Control the Sales Call Sales Trap 17: The Purpose of Questions Is to Persuade Someone to Do Something Sales Trap 18: A Skilled Salesperson Doesn't Need to Plan Sales CallsPRINCIPLE 5: FOCUS ON FEEDBACK AND LEARNING Sales Trap 19: Sales Skill Training Is Enough to Solve Selling Problems Sales Trap 20: If You Generate Sales Activity,You'll Close More Sales Sales Trap 21: Top Performers Are the Best Teachers Sales Trap 22: Sales Managers Are Good CoachesPRINCIPLE 6: USE THE INTERNET Sales Trap 23: The Internet Has Changed Selling Sales Trap 24: The Internet Will Replace All Consultative SalespeopleEPILOGUE Notes Index About the Author

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