ITIONS SETTING CONFERENCES CONFIDENCE DEVELOPING  IN NEGOTIATIONS IN PRESENTATIONS CONSUMER MARKETS CONTACTS BROADENING BASE nCONTACTING SUSPECTS nCONVERSION RATE nCORPORATE MARKETS COSTBENEFIT ANALYSIS CROSS SELLING CUSTOMER nANALYSIS  RULE BEST nDEVELOPMENT PLAN FEEDBACK FOCUS nPROFILE  RECORDS nSERVICE   nSUPPORT 
CUSTOMER FIRST CULTURE nCUSTOMER NEED    ANTICIPATING nESTABLISHING  MARKET FIT RETAILERS AND SALES PLAN SUMMARIZING CUSTOMER SATISFACTION  nMEASURING nRETAIL nTARGETS DATABASE CUSTOMER nDECISION CRITERIA SEE BASIS OF DECISIONDECISION MAKER n DEMONSTRATIONS DIRECT MAIL  nDRAFT PROJECT PLAN DRESS EMPATHY  FEEDBACK CUSTOMER   FOCUS GROUPS FORMS AND SALES PLAN CHECK SHEETS nFINANCE   SURVEYS FIRST IMPRESSION nFLYERS   FOCUS GROUPS GOAL SETTING GROWTH INDUSTRIES IMPLEMENTATION PLAN INDUSTRIAL TRENDS  INFORMATIONADDITIONAL SEEKING GIVING CONCISELY INFORMATION SOURCES FINANCIAL PRESS  )NTERNET   INQUIRIES nINTERRUPTING  JARGON KEY ACCOUNT  nPLAN nPROCESS nSUMMARY nKEY PEOPLE  n KEY STAKEHOLDERS LEAFLETS LISTENING  
 5 . $ % 2 3 4! . $ 3 % , , ) . '
118_ED248_US selling.indd118118_119_Index*118
13/7/06 1:51:004:08:05 pm24/3/06
MAIL DIRECT  nMAILING LISTS MANAGERS   MARKET nMARKET SHARE MILESTONES  MISSION STATEMENTS  NEGOTIATIONS nCOMPROMISING CONFIDENCE IDENTIFYING ISSUES IDENTIFYING NEEDS AND WANTS KEEPING CALM MAKING CONCESSIONS SETTING CONDITIONS SETTING OBJECTIVES nOBJECTIONS HANDLING OBJECTIVESACCOUNT MANAGEMENT nOF FIRST CALL nOF NEGOTIATION nOBSERVING SALESPEOPLE OPENING THE SALE nCOMPLETING nPLANNING nQUALIFYING PROSPECTS nSUMMARY nSUMMARIZING OPENING SALES CALLBUILDING CREATING  HOW TO RECOGNIZE OPENINGS  ORGANIZATIONS DIVISIONS  PROMOTING YOUR OWN  ORGANIZING DATA nPLANNINGDRAFT PROJECT PLAN INITIAL CALLS nKEY ACCOUNT PLAN nOPENINGS PRACTICALITY   PREPARATION  PRESENTATIONS  n  PRICE OBJECTIONS PRODUCTAND MARKET FIT AND MARKET MATRIX FEATURES n  GROUPS INNOVATION KNOWING YOUR RETURNS PROFESSIONALISM  PROGRESS MEASURING 
119_ED248_US selling.indd119118_119_Index*119
PROMOTIONS PROPOSAL   PRESENTING nSTRUCTURING WRITTEN nPROSPECTS CONTACTING FINDING nSUMMARY nTARGETING QUALIFYING nUNDERSTANDING PUBLICITY PURCHASING DEPARTMENTS QUALIFYING OUT  THE PROSPECT nQUESTIONNAIRE nQUESTIONS nCHALLENGING CLOSED   n OPEN   QUOTATION REFERENCES  RELATIONSHIPSCREATING  DATABASE nFINDING OUT ABOUT LONG TERM RETAINING nMISSION AND GOALS OF nPROBLEMS OF RESOURCE PLAN   RETAILING nROLE PLAY  SALES ASSISTANTS SALES CALLS SALES CAMPAIGN  SALES FORECAST nSALES PIPELINE n SALES PLAN  SALES PROCESS nBUILDING SALE nCLINCHING DEAL nDEFINING MEASURING PERFORMANCE NEGOTIATING TERMS nOPENING CALL nPLANNING nPRESENTING PROPOSAL nWRITING PROPOSAL nSALES RELATIONSHIP nSALES STRATEGY SALES TARGETS SALES TEAM nSALES TECHNIQUES SKILLS ASSESSING nSOLUTION  PRESENTING n
) . $ % 8 
13/7/06 1:51:114:08:05 pm24/3/06
SPREADSHEETS STAKEHOLDERS  nACCOUNTS STRATEGIC SITUATION SUMMARYOPEN THE SALE nTARGET YOUR PROSPECTS nWRITE YOUR KEY ACCOUNT PLAN nSURVEYS SUSPECTS CONTACTING nIDENTIFYING 37/4 ANALYSIS   
TARGETSCUSTOMER SATISFACTION CUSTOMER SERVICE SALES nTELEPHONE PROSPECTING  nTERMS AND CONDITIONS NEGOTIATING nTIME PROTECTING TIME MANAGEMENT nTIME SCALE   n TRADE PRESS UNIQUE SELLING PROPOSITION 530  
0ICTURE #REDITS
+EY C  CENTER R  RIGHT L  LEFT T  TOP B  BELOW BL BELOW LEFT BCBELOW CENTER BR  BELOW RIGHT 7IDE 'ROUP)CONICA'ETTY L 4IM -C'UIRE#ORBIS C #ORBIS R   &ABIO#ARDOSO:EFA#ORBIS  3HIVA 4WIN'ETTY T )NGOLF (ATZ:EFA#ORBIS B $IGITAL6ISION'ETTY C   0REMIUM 3TOCK)MAGESTATE  'ABE 0ALMER!LAMY  #ORBIS *ON &EINGERSH:EFA#ORBIS  )NGOLF (ATZ:EFA#ORBIS  $ON -ASON#ORBIS 2OGER $IXON$+ )MAGES  2OGER $IXON$+ )MAGES  #ORBIS  $IGITAL6ISION'ETTY  0REMIUM 3TOCK)MAGESTATE  2OGER $IXON$+ )MAGES  &ABIO#ARDOSO:EFA#ORBIS T 'ABE 0ALMER#ORBIS BL )MAGE3TATE!LAMY BC 7ALTER(ODGES'ETTY BR   2OGER $IXON$+ )MAGES  +EVIN (ATT0HOTONICA'ETTY (IEP 6U-ASTERFILE  ' "ADEN:EFA#ORBIS  (OWARD 3OKOL'ETTY 2OGER $IXON$+ )MAGES  2OGER $IXON$+ )MAGES  'ERD 'EORGE4AXI'ETTY  #ORBIS  #ORBIS  7IDE 'ROUP)CONICA'ETTY$ORLING +INDERSLEY WOULD LIKE TO THANK THE FOLLOWING MODELS .AQASH "AIG +ATIE$OCK #AROLINE $3OUZA&OR FURTHER INFORMATION SEE WWWDKIMAGESCOM
!UTHORS !CKNOWLEDGMENTS
7RITING A BOOK FOR $ORLING +INDERSLEY IS A TERRIFIC EXERCISE IN TEAMWORK ) WOULDLIKE TO THANK !DÒLE (AYWARD AND 3IMON 4UITE FOR THEIR STEWARDSHIP OF THE DESIGNAND THE PROCESS 4HANK YOU ALSO TO THE EDITOR 4OM "RODER THE DESIGNER 4ED+INSEY AND THE REST OF THE EDITORIAL TEAM FOR THEIR SKILLS PROFESSIONALISM AND HUGECONTRIBUTION !ND FINALLY THANK YOU ALL FOR MAKING IT SUCH AN ENJOYABLE TASK
!UTHORS "IOGRAPHY
+%. ,!.'$/. HAS A BACKGROUND IN SALES AND MARKETING IN THE TECHNOLOGYINDUSTRY !S AN INDEPENDENT CONSULTANT HE HAS TRAINED SALESPEOPLE AND SALESMANAGERS IN THE 53 %UROPE AND !USTRALIA AND HAS ADVISED MANAGERS ON THECOACHING AND APPRAISAL OF THEIR STAFF (E HAS ALSO PROVIDED STRATEGIC GUIDANCEFOR COMPANIES INCLUDING COMPUTER MAJOR (EWLETT 0ACKARD +EN IS THE AUTHOR OFA NUMBER OF BOOKS FOR $+ AND CO AUTHOR OF SEVERAL %SSENTIAL -ANAGERS TITLESINCLUDING 0UTTING #USTOMERS &IRST (E IS ALSO ONE OF THE AUTHORS OF $+S 3UCCESSFUL-ANAGERS (ANDBOOK
 5 . $ % 2 3 4! . $ 3 % , , ) . '
120_ED248_US selling.indd120118_119_Index*120
13/7/06 1:51:274:08:06 pm24/3/06
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