| 作者简介： KEN LANGDON has worked for many major computer companies world-wide, including Hewlett Packard and DEC, and is presently the non-executive chairman for SofTools, a supplier of electronic Integrated Support Systems, and Glenhurst Ltd, an air conditioning supplier and contractor. Ken is a prolific writer whose books include Key Accounts are Different and a contribution to the The FT Handbook of Management, as well as several books in Capstone’s Smart and Express Exec and 100 Greatest Ideas series. |
| background introduction contributors the top two greatest sales ideas of all time and five that make them useable, plus the start to selling value idea 1 – never interrupt a customer to make a point idea 2 – focus on milestones and progress targets idea 3 – abc: always be closing idea 4 – step: signal the end point idea 5 – smart: stretching, measurable, achievable, related to the customer and time-targeted idea 6 – listen to and learn from other people’s jargon idea 7 – understanding the real need idea 8 – remember that nobody said life was easy idea 9 – start thinking about selling value the ten greatest sales ideas for creating interest idea 10 – use surprise to demonstrate technological excellence idea 11 – use surprise to get people to read your mailshot idea 12 – keep your marketing up to date with real trends idea 13 – follow the right fads idea 14 – use technological progress in every part of your marketing effort idea 15 – make sure new products fit the brand name . idea 16 – make your friends your customers idea 17 – the old ones are sometimes the best ones idea 18 – use your own money to sell your goods idea 19 – use channels the ten greatest sales ideas for establishing need idea 20 – avoid a major gaffe idea 21 – ask your customers about their business case idea 22 – think like a fish idea 23 – don’t push if he doesn’t want it idea 24 – make the product irrelevant to the sale idea 25 – don’t miss the main need idea 26 – use endorsements idea 27 – make sure you want as well as need the business idea 28 – where there is a need there is an opportunity idea 29 – as a last resort take action to create the need the seven greatest sales ideas for selling through an agreed basis of decision idea 30 – break the basis of decision into three points idea 31 – use the basis of decision to establish need idea 32 – use the basis of decision in making written proposals idea 33 – use the basis of decision to handle price objections idea 34 – use the basis of decision to discuss wins and losses idea 35 – identify real ‘value for money’ idea 36 – prove that the customer is getting ‘value for money’ the eight greatest sales ideas for presenting your case the five greatest sales ideas for remembering that there is always a way the four greatest sales ideas for selling in a small retail outlet the six greatest sales ideas for dealing with difficult products and markets the seven greatest sales tips for salespeople the six greatest sales ideas for planning a complex sale the four greatest sales ideas for qualifying out proactively the three greatest sales ideas for closing the deal softly, softly |
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