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Solution Selling : Creating Buyers in Difficult Selling Markets - Michael Bosworth

Solution Selling

Creating Buyers in Difficult Selling Markets

Hardcover Published: 1st September 1994
ISBN: 9780786303151
Number Of Pages: 224

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When products or services are hard to describe, intangible, have long sell cycles, or are expensive, chances are they're difficult to sell. In situations like this, conventional sales techniques not only don't help, they may in fact hinder success.

Industry Reviews

"Solution Selling is an excellent vehicle to teach new salespeople critical sales skills and allow experienced salespeople to fine tune their skills. Solution Selling is the best methodology I've seen for placing emphasis on business issues rather than product." -- Gorshi, Dan Sales Manager, AT&T Global Business Communications Systems "Solution Selling is the most comprehensive sales and sales management process available today. Mike Bosworth has the best understanding of sales process in corporate America." -- Fisher, Jeffrey M. Vice President, Symix Computer Systems

Acknowledgmentsp. vii
Contentsp. ix
List of Figuresp. xv
Introductionp. xvii
10 Faces of Painp. 1
Prologue: 10 Faces of Buyer Painp. 3
Latent Pain to Painp. 4
Price Negotiationp. 7
Cold Call "Window of Opportunity,"p. 10
Organizational Interdependence and Access to Powerp. 13
Product or Service viewed as a "Commodity,"p. 16
Requests for Proposalsp. 18
Free Educationp. 20
Buyer Gets Cold Feetp. 22
Booking Appointments over the Phonep. 24
Buyer Has Been to Negotiating Schoolp. 26
Strategies to Facilitate, Influence, and Control the Buying Processp. 31
Recognize the Three Levels of Buyer Needp. 33
Introductionp. 33
The Three Levels of Needp. 34
Latent Needs or Latent Painp. 34
Pain or "Active Need,"p. 35
Vision of a Solutionp. 38
Your Conceptual Sales Territoryp. 41
Prospectingp. 42
Features, Advantages, and Benefitsp. 44
Features, Advantages, and Benefits--Old Terminology, New Definitionsp. 44
Do Not Abdicate Interest Arousal to the Productp. 46
More about Feature Statementsp. 46
Advantage Statementsp. 47
Solution Selling Benefit Statementsp. 47
Eagles versus Journeymenp. 48
Self-Test (Find out if You Really Understand)p. 48
Participate in the Buyer's Visionp. 51
Develop a Latent Pain to an Active Painp. 51
A Role Play: Developing a Latent Need to an Active Painp. 52
Develop an Admitted Pain to a Vision of a Solutionp. 53
The 9-Block Vision Processing Model ("the 9 Boxes")p. 54
Questioning Etiquettep. 54
Reasons, Organizational Impact, Capabilitiesp. 57
A Role Play: Going through the 9 Boxesp. 60
Anxiety Creationp. 66
Vision Reengineeringp. 68
Solution Selling Tools--Job Aidesp. 72
The Reference Storyp. 73
The Pain Sheetp. 75
The Solution Selling Telephone Scriptp. 80
Important Components to a Good Phone Scriptp. 81
Telephone Script (20 Seconds)p. 82
Phone Prospect Highp. 84
Phone Scripts for Startup or Young Businessesp. 85
Keep Statisticsp. 85
Align with the Buyer's Shifting Concernsp. 86
The Buyer's Shifting Concernsp. 86
The Three Phases of Shifting Buyer Concernsp. 87
From Pain Back to Latent Needp. 89
Dramatic Changes in Buyer Behaviorp. 89
The Death Spiralp. 91
Buyer Panic Is Usually Good Newsp. 92
Watch Those "Happy Ears,"p. 93
Beware of False Price Negotiationsp. 93
Another Buy Cycle Example: Moving Homesp. 94
The Buyer's Risk Is Realp. 95
Price Considerationsp. 95
Buying Committeesp. 96
Alignment of Buying and Selling Phasesp. 96
Qualify Needs and the Buying Processp. 96
Prove and Help Buyer Cost Justifyp. 96
Close the Salep. 97
Features, Advantages, and Benefits over Timep. 98
Avoid Buyer Objectionsp. 98
Objections at the End of the Buy Cyclep. 99
Advantage Statements over Timep. 100
Benefit Statements over Timep. 101
Risk Objectionsp. 101
RFPs and Shifting Buyer Concernsp. 102
An RFP Answer, Finallyp. 104
In Conclusionp. 104
Lead the Buyer and Stay Strategically Alignedp. 105
The First Call of a Multiple Call Salep. 106
Establish Rapportp. 106
Call Introductionp. 110
Transition to Need Development/Vision Creationp. 112
State Benefits and Closep. 117
Qualify the Buying Processp. 118
Find the Powerp. 121
Bargain Undefined Proof for Access to Powerp. 122
The One-Call Closep. 124
A One-Call Close Examplep. 125
Advance the Buyer's Vision with Value Justificationp. 127
Measurement plus Action Vision Equals Value Justificationp. 128
The Buyer Discloses What Will Be Measuredp. 128
Five Elements of Value Justificationp. 129
What Will Be Measured?p. 130
Who Is Responsible?p. 132
How Much Is Possible?p. 132
What Capabilities Will Be Needed?p. 132
When Will This Investment Pay for Itself?p. 133
A Sample Value Justification: See Appendix Bp. 133
Control the Process, Not the Buyerp. 134
Don't Close Before It Is Closeablep. 135
Process Control Lettersp. 136
The Sponsor Letterp. 136
Key Components of Process Control Lettersp. 136
The Plan Letterp. 139
Orchestrate the "Perfect Time" to Closep. 141
The Unexpected Time Is Frequently a Perfect Timep. 142
Proposal Avoidancep. 143
Draw the Line in Price Negotiationsp. 145
Do Not Confuse Price Negotiations with Cost Justificationp. 145
Buyers Wring the Washcloth; the Seller Is the Washclothp. 146
The Buyer's Emotional Hurdlep. 147
The Seller's Emotional Hurdlep. 148
Smart Buyersp. 150
Lessons from Two Price Negotiationsp. 152
The Saga of Dave Crabtreep. 152
Three Plumbers Wring the Washclothp. 157
Postscriptp. 160
Protect Your Pricep. 160
Don't Give without Gettingp. 161
The Seller Has to Draw the Line, Firstp. 161
Negotiating Involves Planningp. 162
Implement the Solution Selling Processp. 163
Sales Forecasts--The "Sunshine Pump,"p. 163
The Farmer Is Your Modelp. 165
Edit Lettersp. 166
Grade Your Pipelinep. 167
Sales Management Toolsp. 169
First Call Debriefing Logp. 170
The Prospect Qualification Worksheetp. 170
Call Logp. 171
Sample Call Log, Some Analysisp. 174
Balancing Activity with Quality Pipeline: A "Faming" Algorithmp. 176
Monthly Pipeline/Activity Reportp. 178
Forecastingp. 180
Automating Solution Sellingp. 183
Solution Selling in Actionp. 185
Solution Selling Reference Storiesp. 187
Reference Storiesp. 187
DEMAX Softwarep. 189
ATandT Global Business Communications Systemsp. 192
National Computer Systemsp. 194
Lawson Softwarep. 200
TRW Business Credit Servicesp. 202
Shared Systems Corporationp. 206
Information Mapping, Inc.p. 208
Zymark Corporationp. 210
Keane, Inc.p. 211
Great Western Bank Retail Banking Groupp. 212
Wheat, First Securities, Inc.p. 215
IMRSp. 216
Lucas Management Systemsp. 218
Getting Started with Solution Sellingp. 221
Sample Value Justification Presentationp. 225
Resourcesp. 233
Table of Contents provided by Syndetics. All Rights Reserved.

ISBN: 9780786303151
ISBN-10: 0786303158
Series: Marketing/Sales/Advertising & Promotion
Audience: General
Format: Hardcover
Language: English
Number Of Pages: 224
Published: 1st September 1994
Country of Publication: US
Dimensions (cm): 24.5 x 19.8  x 2.8
Weight (kg): 0.69
Edition Number: 1

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