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| 作者简介： STEVE W. MARTIN is a successful speaker, consultant, and the creator of the Heavy Hitter Selling training program. Using the concepts of neurolinguistics, he has developed effective models that have helped thousands of salespeople become heavy hitter revenue producers. He is also the author of Heavy Hitter Selling, from Wiley. |
| Introduction: Strategy, Persuasion, and Common Sense—the Three Parts of Sales Wisdom Part One Sales Warfare Strategies CHAPTER 1 The Grand Strategy of War The Changing Nature of Sales The Indirect Strategy The Seven Principles of the Indirect Strategy The Indirect Strategy in Sales Closing Thoughts CHAPTER 2 Battlefield Tactics Grand Strategy, Battles, and Battlefield Maneuvers Charting Your Position Battlefield Tactics Based on Position Individual Battlefield Tactic Case Study Company Battlefield Tactic Case Study Closing Thoughts CHAPTER 3 The Five Steps to Victory Step 1—Set the Tempo Step 2—Focus on Human Nature (Winning Hearts and Minds) Step 3—Enlist Spies Step 4—Understand How the Objective Is Organized Step 5—Go After the Leaders Conclusion Part Two Secrets of Persuasion CHAPTER 4 Real Persuasion Decision Making 101 Speak to Each Person Individually Speak with Compassion Speak with Congruence Connect with the Senses Tell Stories to Illustrate Complex Ideas Conclusion CHAPTER 5 Meeting of the Minds Connecting with Minds Why George Bush Won the 2004 Presidential Election Balanced Communicators The Subconscious Decision Maker The Different Types of Persuasion The Persuasive Corporate Sales Presentation Organizing the Presentation Conclusion Part Three Common-Sense Tips CHAPTER 6 Common-Sense Selling Cesspool Who Are You? Price Seven Reasons Why Indy Race Car Driving Is Like Sales Don’t Panic Peer Pressure Lessons Learned The Fantasy of Spam Cliffs Notes Exaggerators, Sandbaggers, and Heavy Hitters The Seven Deadly Sins of Salespeople Go, Fight, Win! Five Questions to Ask after a Loss Are You Contagious? Always Follow Your Intuition Boy, Were They Wrong! Warning Signs Test Your Selling Style Conclusion CHAPTER 7 The Life of a Salesperson Long Lunch The 195 Reasons You Will Fail Keep Perspective Ask the Experts Why Does My Sales Manager Dislike Me? Six Comments Self-Perception Freedom Sharpshooter Fatal Faux Pas Facing the End Keep Your Goals to Yourself Preconceived Ideas Hey, Hey, We’re the Monkeys Monday-Morning Quarterbacks So You Want to Be a Manager Lost Cause Missing History You’re Already Rich Final Advice Epilogue Notes Index About the Author |
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