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Strategic Selling

Secrets of the Complex Sale

Format: Paperback
Publisher: Kogan Page Ltd, London, United Kingdom
Published: 30th Apr 1988
Dimensions: w 150mm h 230mm
Weight: 700g
ISBN-10: 1850916756
ISBN-13: 9781850916758
Barcode No: 9781850916758
This text explains how to develop an action plan to meet complex sales challenges. It includes advice on recognizing both opportunities and danger signals, managing sales objectives, improving customer relationships and understanding the influence of buying.

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Kirkus US
Big US firms from Airwick to ITT, say the entrepreneur-authors, "spend an average of one thousand dollars per person so their people can attend a two-day program" where the principles of Strategic Selling, "contained in this book," are propounded - which (as intended) makes this do-it-yourself version seem a bargain. It's not for people in direct sales - nor, we're told, for hucksters. ("Many sales-training manuals actually encourage manipulation and deceit. . .") Rather, it's for Complex Sales, "in which several people must give their approval before the sale can take place" - and thus for high-stakes situations where customer satisfaction pays. The authors explicitly advocate a "long-term, account-centered approach." They set you to devising an Action Plan, on the basis of six Key Elements. First, you identify or locate four vital role-players: the Economic Buyer, the User Buyer, the Technical Buyer, and a Coach (who'll prime you on the others). A second Key Element is the use of Red Flags to signal hazards and steer you toward Alternative Positions. Then there's analysis of Response Modes - or the Buyers' attitude to the change you propose. Subsequent chapters detail the employment of these and other gambits. (E.g., on your Buying Influences chart, you indicate the Response Mode of each Buyer - "G for Growth, T for Trouble, E K for Even Keel, and OC for Overconfident" - and add numerical symbols for the buyers' "overall feelings.") With this workout, it's easy to see the benefits of group participation - but even those who drop out may get some helpful game-plan guidance. (Kirkus Reviews)