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Major Account Sales Strategy : Marketing/Sales/Advertising & Promotion - Neil Rackham

Major Account Sales Strategy

Marketing/Sales/Advertising & Promotion

Hardcover Published: 22nd January 1989
ISBN: 9780070511149
Number Of Pages: 218

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An Arsenal of Shrewd Tactics and Winning Strategies to Make You a Major Account Sales Success

Knowing how to get to the decision maker, deal with the competition, understand buyer psychology, and service the client--these are the keys to success when you need to nail down major accounts. Now, for the first time, here's a book of practical, proven-effective strategies and tactics for the entire major account sales cycle.

Based on Neil Rackham's exhaustive research, the strategies you'll find here will enable you to . . . Tailor your selling strategy to match each step in the client's decision-making process. Ensure that you won't lose your customers because you'll know the psychology of the buyer and how to respond to their doubts. Gain entry to accounts through many different windows of opportunity. Deal with competitive situations, take on bigger competitors, and win using strategies that the author's meticulous research shows are employed by the most successful salespeople. Handle negotiations, concessions on price, and term agreements skillfully and effectively. Offer the ongoing technical and maintenance support that keeps your major accounts yours.

From a world-renowned sales innovator, this first-of-a-kind A-to-Z presentation of major account strategy puts sales success in your hands. Make it yours today. Read "Major Account Sales Strategy."

Prefacep. xiii
How Customers Make Decisionsp. 1
The Research Basep. 2
The Customer Decision Processp. 3
Why the Stages Matterp. 6
Account Strategy in the Recognition of Needs Phasep. 7
Account Strategy in the Evaluation of Options Phasep. 8
Account Strategy in the Resolution of Concerns Phasep. 11
Account Strategy in the Implementation Phasep. 13
A Summary and a Look Forwardp. 13
Account Entry Strategy: Getting to Where It Countsp. 15
The Purchasing Channelp. 16
Where's the Decision Maker?p. 17
Entry Strategyp. 18
The Three Focus Points of an Entry Strategyp. 19
The Focus of Receptivityp. 20
The Dangers of Receptivityp. 21
Moving from Receptivity to Dissatisfactionp. 22
The Acapulco Product Launchp. 24
Identifying the Focus of Dissatisfactionp. 24
Influencing the Focus of Dissatisfactionp. 26
Moving to the Focus of Powerp. 28
Selling at the Focus of Powerp. 29
When the Focus of Power Changesp. 31
Developing Entry Strategiesp. 32
How to Make Your Customers Need You: Strategies for the Recognition of Needs Phasep. 35
Objectives for the Recognition of Needs Phasep. 36
Uncovering Dissatisfactionp. 37
Setting Your Objectivesp. 39
Planning Your Questionsp. 40
Asking Situation Questionsp. 42
Asking Problem Questionsp. 42
How Problems Are Developedp. 43
Selling to the Focus of Dissatisfactionp. 45
Gaining Access to the Decision Makerp. 45
Selling Indirectly to Decision Makersp. 47
Preparing Your Sponsorp. 47
Need-payoff Questionsp. 49
The SPIN Questioning Strategyp. 49
Influencing the Customer's Choice: Strategies for the Evaluation of Options Phasep. 53
Recognizing the Evaluation of Options Phasep. 54
Objectives for the Evaluation of Options Phasep. 58
How People Make Choicesp. 59
Identifying Differentiatorsp. 59
Establishing Relative Importance of Differentiatorsp. 61
Judging Alternatives Using Differentiatorsp. 62
How Decision Criteria Influence Sales Successp. 62
Some Points about Decision Criteriap. 65
Influencing Decision Criteriap. 68
Developing Criteria from Needs Uncovered Earlier in the Salep. 70
Reinforcing Crucial Decision Criteria You Can Meetp. 71
Building Up Incidental Criteria Where You Are Strongp. 71
Reducing the Importance of Crucial Decision Criteriap. 72
Overtakingp. 72
Redefiningp. 73
Trading-offp. 76
Creating Alternative Solutionsp. 78
The Psychology of Handling Crucial Decision Criteriap. 79
Some Final Words on Decision Criteriap. 80
Summaryp. 81
Differentiation and Vulnerability: More about Competitive Strategyp. 83
The Concept of Differentiationp. 84
What's Unique about Micro-differentiation?p. 84
"Hard" and "Soft" Differentiatorsp. 87
Competitive Strategy with "Hard" Differentiatorsp. 88
Speeding Up the Decision Cyclep. 89
Turning "Soft" Differentiators into "Hard"p. 92
The Expert Judgep. 92
Blurring "Hard" Differentiatorsp. 94
Using Differentiators in the Competitive Salep. 95
Vulnerabilityp. 97
Vulnerability Analysisp. 97
What's a Competitor?p. 98
Strategies for Countering Vulnerabilityp. 101
Change the Decision Criteriap. 101
Increase Your Strengthp. 102
Diminish Your Competitionp. 103
Two Successful Strategies for Talking about Competitionp. 105
Raising Weaknesses Indirectlyp. 106
Exposing Generic Weaknesses, Not Specific Onesp. 106
Leaving the Evaluation of Options Phasep. 108
Overcoming Final Fears: Strategies for the Resolution of Concerns Phasep. 109
Resolving Concerns in the Larger Salep. 110
Bigger Decisionsp. 111
More Peoplep. 111
More Competitivep. 111
Longer Selling Cyclep. 111
More Implementation Issuesp. 112
Risk in the Resolution of Concerns Phasep. 112
Consequences: The Risks of Going Aheadp. 114
Objectives for the Resolution of Concerns Phasep. 114
What Causes Consequence Issues?p. 115
Recognition: The Essential First Stepp. 118
Some Early Warning Signalsp. 119
Detecting Consequences Face-to-Facep. 120
Signs Which Suggest Consequencesp. 121
Discrepancies: The Common Factorp. 122
How Do You Handle Consequences?p. 122
Some Basic Principlesp. 123
The Three Deadly Sins of Handling Consequencesp. 125
Minimizingp. 125
Prescribingp. 126
Pressuringp. 127
Handling Consequence Issues Successfullyp. 130
And Finallyp. 131
Sales Negotiation: How to Offer Concessions and Agree to Termsp. 133
Why the Difference between Selling and Negotiating Is Importantp. 134
The Key Rule: Negotiate Latep. 136
Negotiation: A Costly Way to Resolve Consequencesp. 138
Showstoppersp. 140
The Right Time for Negotiationp. 142
Everybody Negotiatesp. 142
Defining Negotiationp. 142
Studies of Expert Negotiatorsp. 144
Short-term versus Long-termp. 144
Focusing on Areas of Maximum Leveragep. 145
Establishing and Narrowing Rangesp. 148
Set Your Upper and Lower Limitsp. 149
Refine Your Upper Limitsp. 151
Refine Your Lower Limitsp. 152
Negotiate within Your Narrowed Rangep. 154
Planning and Using Questionsp. 156
Plan Your Questions in Advancep. 161
Separating Understanding from Agreementp. 162
Rigorously Testing for Misunderstandingp. 162
Why Negotiations Go Sourp. 162
A Final Word on Negotiationp. 165
How to Ensure Continued Success: Implementation and Account Maintenance Strategiesp. 167
The Implementation Phasep. 168
The "New Toy" Stagep. 171
The Learning Stagep. 173
The Effectiveness Stagep. 175
The Motivation Dipp. 175
Three Strategies for Handling the Motivation Dipp. 177
From Installation to Account Developmentp. 180
Why Is Account Development So Important?p. 180
Five Simple Strategies for Account Developmentp. 181
Develop, Don't Maintainp. 181
Document the Good Newsp. 182
Generate Leads and Referencesp. 182
Reassess Your Understanding of Customer Needsp. 184
Influence Future Decision Criteriap. 184
A Strategic Error to Avoidp. 184
A Last Word on Account Developmentp. 185
Anatomy of a Sales Strategyp. 187
February 15: The Product Launchp. 187
February 15: First Thoughtsp. 188
February 22: Mistakes in a Small Accountp. 188
February 23: Finding a Point of Entryp. 189
February 25: First Contact with the Accountp. 189
March 1: Initial Entry Strategyp. 190
March 2: Initial Meetingp. 190
March 9: Entry Strategy--At the Focus of Receptivityp. 190
March 14: Slow Progress for Harryp. 191
March 23: Entry Strategy--Stuck at the Focus of Receptivityp. 191
March 25: Entry Strategy--Moving to the Focus of Dissatisfactionp. 192
March 30: Entry Strategy--Identifying Probable Dissatisfactionp. 193
April 13: The Recognition of Needs Phasep. 193
April 14: Recognition of Needs--Uncovering Dissatisfactionp. 193
April 15: Initial Costingsp. 194
April 18: Hot Prospects Evaporatep. 195
April 22: Identifying the Focus of Powerp. 195
April 25: Recognition of Needs Rehearsing the Sponsorp. 196
May 5: The Recognition of Needs Phase Endsp. 197
May 16: Entering the Evaluation of Options Phasep. 197
May 17: Bad News--and a Strategic Mistakep. 198
May 24: Decision Criterion Strategyp. 199
May 25: Initial Reply to the RFPp. 200
May 31: Success--Surviving the Initial Screeningp. 200
June 7: Uncovering and Influencing Decision Criteriap. 200
June 8: Decision Criterion Analysisp. 201
June 9: Understanding the Competitionp. 202
June 10: A Competitor Is Eliminatedp. 203
June 14: Presenting the Fit to the Committeep. 204
June 16: Pressure to Negotiatep. 206
June 17: An Ominous Signp. 206
June 21: Danger Signalp. 206
June 22: Hints That Consequence Issues Existp. 207
June 23: The Resolution of Concerns Phasep. 207
June 25: Strategic Decisions to Resolve Consequencesp. 208
June 28: Handling Consequencesp. 208
June 29: The Consequence Issue Is Resolvedp. 209
June 30: More Pressure to Negotiate Pricep. 210
July 1: The Competitor Respondsp. 210
July 5: Uncertainty in the Negotiationp. 211
July 12: Success at Lastp. 211
Indexp. 213
Table of Contents provided by Syndetics. All Rights Reserved.

ISBN: 9780070511149
ISBN-10: 0070511144
Series: Marketing/Sales/Advertising & Promotion
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 218
Published: 22nd January 1989
Publisher: McGraw-Hill Education - Europe
Country of Publication: US
Dimensions (cm): 23.7 x 16.1  x 2.1
Weight (kg): 0.48
Edition Number: 1