This book describes a sales pitch strategy based on the latest scientific findings in brain research that provides salespeople with a blueprint for systematic, non-manipulative, structured customer conversations.
Why do negotiations sometimes lead to success and other times not? Why do customers sometimes react positively and sometimes negatively to comparable procedures and decision-making processes? The authors explore all these questions and, using concrete examples from everyday sales practice in conjunction with current findings from brain research, show what kind of communication will ensure your success. They describe how to better interpret the behavior of customers, their typical and individual ways of thinking, and the timing of their decision-making processes. And you will also learn how ethical the process of selling can be if you base it on the right philosophy, a positive image of humanity as well as respect and appreciation and simply let customers buy. If you are in sales and want to optimize your communication with existing and potential customers, this is the book for you
Author(s): Paul Weber, Heiner Böttger
Publisher: Springer
Year: 2023
Language: English
Pages: 135
City: Wiesbaden
Thanks to
Contents
About the Authors
1: Our Philosophy of Selling
1.1 What You Should Know About This Book in Advance
1.2 The Role of Brain Research in This Book
References
2: Successful Selling Is Successful Communication
2.1 Customer Communication: A Brief Review
2.2 Brain Power in Conversation
References
3: Step 1: The First Impression Counts
3.1 Everything Begins With the Eye
3.1.1 Glances Can Hardly Be Controlled
3.1.2 Research Findings
3.1.3 Excursus: Intuition
3.2 Requirements for a Good First Impression
3.2.1 Prepare Yourself Emotionally
3.2.2 Achieving Cognitive Ease
References
4: Step 2: Assess Customers
4.1 Motivation Typology Is Brain-Based
4.2 The Map of Motivation Is Created
4.3 What Makes My Counterpart Tick? A Navigation System
4.4 Motivation Typology
4.4.1 The “Reds”: Extroverted and Task-Oriented
4.4.2 The “Yellows”: Extroverted and People-Oriented
4.4.3 The “Greens”: Introverted and People-Oriented
4.4.4 The “Blues”: Introverted and Task-Oriented
References
5: Step 3: Synchronize and Connect
5.1 Teamwork: Brain-to-brain Synchrony
5.2 Home of Synchronicity
5.3 Concentration Requires Mindpower
5.4 Concentration is Also a Question of Age
5.5 The Cocktail Party Phenomenon
5.6 Active Listening Synchronizes Brains
5.7 Synchronization Can Be Learned
5.8 Five Steps to Focus on the Conversation
5.9 Make a Prepared First Impression
References
6: Step 4: Gain Trust
6.1 The Sales Success Spiral
6.1.1 Appreciation
6.1.2 Speech Portion
6.1.3 Positive Mood
6.1.4 Don’t Be Afraid to Say No!
6.1.5 The Yes Loop was Yesterday
6.2 The Mirror Technique: Creating Empathy
6.2.1 Why Is Mirroring So Rarely Used?
6.2.2 The Social Mirror
6.2.3 Questioning Technique
References
7: Step 5: Create Solutions
7.1 Tracking Creativity
7.1.1 Creativity in Communicating
7.1.2 Creativity Arises En Passant
7.2 Using the DMN for Targeted Discussions
7.3 Priming: Using the Power of Imagination
7.4 Framing: Formulating Information Ideally
7.5 Securing Creative Thoughts in Conversations
References
8: Step 6: Argue Appropriately
8.1 The Four Positions in Sales
8.2 Benefit Arguments and Price
8.2.1 What Makes the Difference?
8.2.2 The Price-performance Ratio
8.2.3 Honesty Is the Best Policy
8.3 Objectives of the Interview
8.4 Would You Buy from Yourself?
8.5 The “Benefit Model”
8.5.1 The Manifestations of Utility
8.5.2 Planning and Noting Down Chains of Arguments
8.6 Objection Handling Faultless
8.6.1 Unsuitable Objection Handlings
8.6.2 The Appropriate Objection Handling
8.7 Arguing Emotionally
8.7.1 The Red Customer
8.7.2 The Yellow Customer
8.7.3 The Blue Customer
8.7.4 The Green Customer
Reference
9: Step 7: Reward Each Other: and Let Customers Buy Easily
9.1 Is It Worth It?
9.2 The Reward System
9.3 Using Anticipation in a Targeted Way
9.4 Watching the Pupils
9.5 And Just Let them Buy Easily
References
Appendix A: Afterword
