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The Three Value Conversations

How to Create, Elevate, and Capture Customer Value at Every Stage of the Long-Lead Sale

Gebonden Engels 2015 1e druk 9780071849715
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The three conversations B2B sale pros must have with customers to control every step of long lead buying cycle

The most successful salespeople understand that they are fundamentally storytellers. The reality is that to succeed in sales, you need to master the art of customer conversation. The best story told in the best way will always win. Being remarkable and memorable in your conversations is very important—but it goes beyond great delivery. You must be able to articulate value.

'The Three Value Conversations' provides the tools and methods you need to differentiate yourself and your solutions from the competition, elevate value to the right decision maker, and maximize all sales opportunities across the entire long lead buying cycle.

The book teaches you how to:
- Create value for your prospects by identifying and advising them on problems, potential threats and missed opportunities
- Articulate why your prospects need to choose you over rival competitors
- Elevate the value of your offering to your prospect’s senior-level decision-makers
- Demonstrate the business and financial acumen required to make a compelling, credible business case for your solution
- Identify unconsidered needs that only your solution solves
- Embrace the natural tension that occurs between buyers and sellers to capture and protect the value of your opportunity from unnecessary discounting

Not just another sales process book, 'The Three Value Conversations' equips you with practical, hands-on concepts for engaging prospects and customers at any moment in the buying cycle with the specific stories and skills to create, elevate, and capture value.

Specificaties

ISBN13:9780071849715
Taal:Engels
Bindwijze:gebonden
Aantal pagina's:233
Druk:1
Verschijningsdatum:1-9-2015
Hoofdrubriek:Reclame en verkoop
ISSN:

Expertrecensies (1)

recensie
The Three Value Conversations
Marianna Zelichenko | 13 januari 2016
In ‘Three Value Conversations: How to Create, Elevate and Capture Customer Value at Every Stage of the Long-Lead Sale’ beloven Erik Peterson, Tim Riesterer, Conrad Smith en Cheryl Geoffrion de aanpak voor B2B-trajecten te vernieuwen, met behulp van storytelling en inzichten uit neuropsychologie. Het boek maakt het – in mijn opinie terechte – punt dat salesprofessionals zich meer als visionairen en consultants moeten opstellen. Met dit idee in het achterhoofd worden uiteenlopende technieken gepresenteerd om het B2B traject succesvol te doorlopen.
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Inhoudsopgave

Acknowledgments
Introduction: The Storyteller

SECTION I CREATE VALUE: The Differentiation Conversation
1. Create a Buying Vision
2. Speak to Situations, Not Dispositions
3. Unconsidered Needs Drive Unexpected Opportunity
4. Keep Your Claims Limited and Focused
5. Whiteboard Conversations Versus PowerPoint Presentations

SECTION II Elevate Value : The Justification Conversation
6. Overcoming a Fear of Heights
7. Know Me Before You Meet Me: Developing Customer Insight
8. Financial Statements and ROI
9. Executive Engagement

SECTION III Capture Value : The Maximization Conversation
10. No Last-Minute Saves
11. The Conversation Before the Conversation
12. Pivotal Agreements
13. Ask for More Than You Are Comfortable Asking
14. Dealing with Price Pressure

Afterword: The Last Mile
Endnotes
Index

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