roring objections 57
Nneeds-based selling 8–9identifying needs 16–17implied needs 20–1listening to customers 34–5, 39and price objections 60prioritizing information 45questioning 30–3recognizing needs 18–21reviewing needs 38–9turning objections into needs58–9understanding needs ofcustomers 16–41unfulﬁlled needs 52notes, making 34, 35
Index 71
O
R
T
objections 50–63accepting 56acknowledging 54collecting data 54–7conﬂict management 52–3mirroring 57price objections 60–1reframing 58–9, 61resolving 53responding to 62–3setting 59understanding 50–3open questions, feedback 49Osborn, Alex 36
rapport 28recommendations 42–9reframing objections 58–9, 61relationships, building 6–15resistance see objectionsrespect 10reviewing needs 38–9risk management 12–13Rogers, Carl 39roles: in sales meetings 29of salesperson 7
targeting the pitch 44–5television interviewers 31thought process, analyzing 18trust 11, 12–13
Ppassivity, reacting to resistance51Pepsi Cola 30personal needs 20, 21personality, salespeople 7Peters, Tom 15planning 22–3presentations: clientpresentations 42–3credentials presentation26–7price: lowering 61objections to 60–1prioritizing information 45problem-solving: brainstorming36–7compared with selling 9resolving objections 62process of selling 8
Qquestioning: feedback 49identifying needs 21needs-based selling 30–3and price objections 61resolving objections 54–7
Ssales meetings: closingtechniques 63, 64–7feedback from 48–9follow-up 68–9initial contacts 25joint meetings 40–1listening to customers 34–5, 39opening 28–9problem-solving approach36–7questioning customer 30–3resolving objections 50–63reviewing needs 38–9targeting the pitch 44–5uncompensated ideas 46–7see also salespeoplesalespeople: appealing tocustomers 10–13characteristics 7credentials presentation 26–7making recommendations 42–9offering ideas 46–7reacting to resistance 51role of 7selling yourself 63see also sales meetingssilence, resolving objections 57speciﬁc beneﬁts 44–5Speciﬁc Terms Close 64surprising your customers 15
Uuncompensated ideas 46–7
Vvalue: adding 6–7, 14, 47price and 60visibility 14
W“wowing” customers 15
72 Acknowledgments
AcknowledgmentsDedicationI dedicate this to my family, who are by farthe most important people in my life.Everything good that has happened to mebegins with Lois, my wife of almost 40 years.She is my best friend, my consistent sourceof inspiration, my biggest cheerleader, andmy stabilizing inﬂuence. She is also the nicestperson I know.My daughters, Andrea Cooper and DeborahRubin, are living proof that your children do,in fact, grow up and become your bestfriends. Everything I do in life is magniﬁed bythe joy they provide every day. Their husbands,Jon and Howie, are marvelous citizens of theworld and their spectacular children, Logan,Sage, and Jonah, generate feelings that Icould not possibly put into words.Author’s acknowledgmentsI begin by thanking cobalt id, who enabledme to put in writing much of what we havelearned from our research during the last30 years. Marek Walisiewicz has been anoutstanding resource, and I am most gratefulto him for his support.I am gratiﬁed and thrilled that DorlingKindersley chose to publish this book, asI have always admired this extraordinaryorganization.Stephanie Katz is an outstanding editorwho can transform the dullest verbiageinto an interesting story. I admire her skills,appreciate her friendship, and thank her forher contributions.Francine Mendence and Doris Anderson runThe Baron Group and have stretched evenbeyond their extraordinary limits to helpmake this happen.
And ﬁnally, whenever I look at what I havebeen able to accomplish, all roads lead toSynectics® Inc. and the ﬁve wonderful yearsI spent at that marvelous organization.Rick Harriman, my dear friend and colleague,made that possible, and I will never stopexpressing my gratitude to him.Publisher’s acknowledgmentsThe publisher would like to thank Hilary Birdfor indexing, Judy Barratt for proofreading,and Charles Wills for coordinatingAmericanization.Picture creditsThe publisher would like to thank thefollowing for their kind permission toreproduce their photographs:1 iStockphoto.com: Steve Dibblee; 2–3iStockphoto.com: Bubaone; 4–5 iStockphoto.com: John Boylan; 12–13 Alamy Images:Pokorny/f1 online; 14–15 iStockphoto.com:Suprijono Suharjoto; 22–23 iStockphoto.com:Julien Grondin; 26–27 iStockphoto.com: ElizaSnow; 29 iStockphoto.com: Jennifer Borton;32–33 iStockphoto.com: Mark Evans; 35iStockphoto.com: Terry Wilson; 37 Corbis:Klaus Hackenberg/zefa; 41 Corbis: Joel W.Rogers; 43 iStockphoto.com: Adam Derwis;44 iStockphoto.com: Roberta Casaliggi; 49Corbis: Guntmar Fritz/zefa; 51 iStockphoto.com: Paul Kline; 57 Science Photo Library:Michael Clutson; 58 iStockphoto.com:Mehmet Ali Cida; 63 Corbis: David Madison;66 iStockphoto.com: Cyrop.Every effort has been made to trace thecopyright holders. The publisher apologizesfor any unintentional omission and wouldbe pleased, in such cases, to place anacknowledgment in future editions ofthis book.
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