Conversations That Win the Complex Sale: Using Power Messaging to Create More Opportunities, Differentiate your Solutions, and Close More Deals - Rilegato

Peterson, Erik; Riesterer, Tim

Rilegato

ISBN 10: 0071750908 ISBN 13: 9780071750905

Casa editrice: McGraw Hill, 2011

Riassunto

Win more deals with the perfect sales story!

“Power Messaging is a foundational element in our global marketing campaigns and sales training programs. We believe the concepts are core to engaging in customer conversations that are focused on their outcomes and what they want to achieve.”
―Karen Quintos, CMO and SVP, Dell Inc.

“The concepts outlined in this book are critical skills to building a world-class presales organization.”
―Ken Hamel, Senior Vice President, Global Solutions and Presales, SAP

“Our new messaging, using the approaches presented in this book, is great and is being widely used by our sales team. We’ve never had a year end sales meeting with content that was met with such widespread acceptance and enthusiasm.”
―Jerry D. Cline, Senior Vice President, Retail Sales and Marketing, AmerisourceBergen Drug Company

“The best salespeople sit across the table and make change easy for their customer by creating a succinct story and vision for what to change, how to change it, and how it will impact customer results. An enterprise focus on sales messaging, using the concepts in this book, is the hidden secret to driving incremental sales productivity and overwhelming customer success!”
―Ken Powell, Vice President, Worldwide Sales Enablement, ADP

“The Power Messaging techniques in this book are the foundation of how our marketing team creates our sales messages, as well as the process our field sales teams use for delivering that message in a unique and compelling way. At Kronos our results are a reflection of the power of the tool.”
―Aron Ain, CEO, Kronos

About the Book:

In today’s highly competitive world of complex sales, commoditization of your brand is one of the greatest dangers. You must differentiate yourself from the competition―or you will lose out. And the way to do that is through customer engagement. Rather than sell your own corporate story and brand message, you need to tell customers their story―the one in which they are the heroes and they achieve success.

Erik Peterson and Tim Riesterer have been developing and honing their Power Messaging sales technique for more than 20 years, and now they reveal all their secrets in Conversations That Win the Complex Sale.

Presenting a catalog of facts or playing 20 questions with prospective customers is the surest way to lose the sale. Peterson and Riesterer provide the tools you need to recraft your message into a compelling story that wins more deals.

With Conversations That Win the Complex Sale, you’ll learn how to:

• Differentiate yourself from the competition by finding your “Value Wedge”
• Avoid parity in your value propositions by creating “Power Positions”
• Create a message that can literally double the number of deals you close
• Spike customer attention and create “Wow” in your conversations
• Prove all your claims without resorting to lists of boring facts and statistics

Your competitors are out there telling their own corporate story―a story customers don’t want to hear. Now is the time to seize the moment. This book is the one and only source you need to reframe your sales story and turn the tables on the competition by fully engaging their would-be customers.

Conversations That Win the Complex Sale helps you create and deliver messages that customers care about, giving your brand the clear edge in today’s crowded markets.

Su questo libro

L'autore:

Erik Peterson, Vice President of Strategic Consulting, Corporate Visions, helps companies and salespeople around the world win at the three-foot level—when they’re sitting across the table from their most important prospects. Companies such as GE, AmerisourceBergen, and Oracle have sought his help to create their simple, differentiated, and memorable story. Peterson has delivered consulting, keynotes, and messaging skills workshops to more than 10,000 salespeople in 13 countries, and he leads a team that’s delivered this work in 56 countries around the world.
Tim Riesterer, Chief Marketing Officer and Senior Vice President of Products and Consulting, Corporate Visions, is a recognized thought leader and practitioner in the area of marketing and sales messaging. His first book,Customer Message Management, focused on increasing a marketing department’s impact on selling by providing customer-relevant, salesready messaging and tools that salespeople will actually use. Now, he’s turned his attention to salespeople themselves and what actually happens when they are in front of the customer with their lips moving.

Contenuti:

Section 1: No Brand's Land;
Chapter 1. Brand vs. Field Messaging;
Chapter 2. The Last Bastion of Competitive Differentiation;
Chapter 3. Three Deadly Sins of Customer Messaging
Chapter 4. Avoiding No Brand's Land;

Section 2: The Power of Story;
Chapter 5. Inside Out vs. Outside In;
Chapter 6. The Hero Model;
Chapter 7. Your Old Brain and What it Craves;
Chapter 8. There's No Such Thing as a Rational Decision;

Section 3: Creating Impact;
Chapter 9. Be Different Where it Counts--Your Customer Conversations;
Chapter 10. Find Your Value Wedge--The Difference that Makes the Difference;
Chapter 11. Power Positions--Putting Value Propositions in their Place;
Chapter 12. The Big Picture – People Don’t Fix What They Can't See;

Section 4: Messaging for a Decision;
Chapter 13. Avoiding No Decision;
Chapter 14. Be a Clarifier Not a Confuser--Messaging Above the Line;
Chapter 15. Connect the Head and the Heart--The Importance of Emotion;
Chapter 16. Make them Care--Create Contrast to Show Value;

Section 5: Messaging Tools and Tips;
Chapter 17. On the Phone;
Chapter 18. Using Email;
Chapter 19. Web/Tele-Conferences;
Chapter 20. In-Person Presentations

Su questa edizione

• Editore: McGraw Hill
• Data di pubblicazione: 2011
• ISBN 10: 0071750908
• ISBN 13: 9780071750905
• Rilegatura: Copertina rigida
• Numero di pagine: 272