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High-Profit Selling

Win the Sale Without Compromising on Price

Mark Hunter

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Is a sale at any price better than no sale at all? Not for the salesperson interested in the long-term sustainability of their business. This eye-opening book teaches how to not only increase sales, but to do so at a higher price so that both the company and client are satisfied.

Mark Hunter, known as, "The Sales Hunter," is globally recognized for his expertise in sales leadership. He specializes in business development and guiding organizations to find and retain high-quality prospects without discounting their fee. His ability to inspire sales teams to create self motivating and integrity driven cultures, makes Mark Hunter a highly sought after keynote speaker, consultant and coach. Mark has taken his vision for sales leadership to more than 25 countries and 5 continents where he leads and consults with companies ranging from small startups to global giants.                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      


Einband Taschenbuch
Seitenzahl 272
Erscheinungsdatum 15.02.2012
Sprache Englisch
ISBN 978-0-8144-2009-6
Verlag MCGRAW-HILL Professional
Maße (L/B/H) 22.9/15.6/2.2 cm
Gewicht 470 g


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  • Contents


    CHAPTER 1: You Are Hurting Your Profit 5

    What Is This Book Worth to You? 7

    To Maximize Profit, Change How You View Your

    Customers 8

    It's Time to Look in the Mirror 9

    Your Confidence Drives Your Attitude 11

    Can a Company Asking a Higher Price Really Win? 12

    People Don't Buy—They Only Invest 13

    Forget About Your Competition 15

    CHAPTER 2: ''Profit'' Is Not a Dirty Word 17

    Are You Chasing the Shiny Object? 18

    Do You Think ''Profit'' Is a Dirty Word? 20

    How Do We Define Profit? 21

    What Does ''Immediate Profit'' Mean? 21

    What Is Your Customer Worth Down the Road? 24

    Calculate Your Customer's Profitability Sustainability

    Factor 26

    A Big Order at the Wrong Price Isn't Worth It 28

    Intellectual Profitability Adds Up 30

    Minimize the Profit Takers 32

    ''Profit'' Is a Beautiful Word 34

    CHAPTER 3: Use Needs and Benefits to Command a

    Higher Price 36

    Chasing the Shiny Object 38

    Determining the Customer's Needs and Benefits 39

    Separating Good Information from Bad 44

    What We Can Learn About Needs and Benefits from

    Apple 45

    Using Follow-Up Questions to Categorize a Customer's

    Needs 47

    Needs? Benefits? What's the Difference,

    Anyway? 47

    CHAPTER 4: Creating Real Value Using Your Price

    Point 54

    Forming Real Value Around Price 55

    Creating the Price Point 56

    The Power of the Ultra-Price Package 57

    Ultra-Prices and a Salesperson's Beliefs 60

    The ''No Negotiation'' Philosophy 61

    Sales Managers: Don't Empower Salespeople to Give

    Away Profit 63

    Where Does the ''No Negotiation'' Policy Work

    Best? 64

    Rules for an Effective ''No Negotiation'' Policy 65

    Making the ''No Negotiation'' Policy Work, Despite So

    Many Rules 70

    Using Time to Drive Value 71

    CHAPTER 5: Prospecting That Works 74

    Past Growth Doesn't Guarantee Future Growth 75

    Finding New Customers Is Not an Optional Job

    Activity 76

    Prospect or Suspect? Do You Know the

    Difference? 77

    Is Prospecting Ingrained in Your Daily Routine? 77

    Can't Prospect? Then You Can't Sell 78

    What Is a Prospect? 79

    Not All Prospects Are Created Equal 80

    Assumptive vs. Inquisitive 81

    Tactical Comments and Questions: The Price

    Squeeze 86

    Strategic Questions Lead to Long-Term

    Relationships 87

    Aim High When Prospecting 88

    Make Prospecting Part of Your Daily Routine 88

    Holiday Prospecting 89

    Just Do It 92

    CHAPTER 6: Sell More by Talking Less 93

    How Professional Buyers Use Silence 94

    Give Control to the Customer 95

    How to Use Your Personality to Ask Questions 96

    Questions That Work for You 97

    How Much Time Do You Talk on a Sales Call? 98

    Tactics Buyers Use to Speed Up the Sales Call 99

    Why Salespeople Fail 100

    An Example of Not Listening 100

    Learn Your Customer's Language 102

    The Best Follow-Up Questions 103

    Put the Pride Aside: It's Costing You Money 103

    Expand Your Question List 104

    Do You Respect Your Customer? 105

    The Two-Second Pause 106

    Close Too Fast and You Lose Profit 108

    The More the Customer Talks, the More You're

    Prepared for the Next Sale, Too 109

    Keep Your Eye on the Prize 110

    CHAPTER 7: Skip the Sales Presentation 112

    Why Preparation Is Essential 115

    Preparing a Sales Presentation Does Not Mean You

    Will Use It 116

    Do You Know Your Presentation or Do You Know Your

    Content? 117

    What About Skipping the Presentation on the

    Phone? 119

    Always Respect Time 120

    Developing Your Presentation 121

    How Many Calls to Close a Sale? 122

    CHAPTER 8: Leverage Knowledge to the

    Fullest 124

    The Customer Is Seeking Knowledge, Too 126

    Leveraging Knowledge 126

    False Facts 127

    How Do You Track Customer Information? 129

    Visiting the Senior Officer 131

    Using Information to Gather Opinions 132

    Validating Information 133

    The Power of Sharing Your Information 134

    Knowledge Can Help Open the Next Sale 136

    Knowledge vs. Information 136

    Your Competitor May Have the Same

    Information 137

    Your Knowledge Helps Create Trust 138

    Your Knowledge Can Create a Long-Term

    Relationship 140

    CHAPTER 9: Sell More Without Even Being

    There 141

    China and the Sales Catalog 142

    How the B2B Selling Process Has Changed 144

    Putting Your Information Online 145

    Getting the Right Information on the Internet 147

    ''Vendor Validation'' 148

    Becoming a Thought Leader 150

    Time Well Spent 152

    CHAPTER 10: Selling to the C-Suite 154

    What Language Do They Speak? 155

    Attributes Needed to Connect with the C-Suite 158

    Connecting with the CEO Directly 163

    The 12 12 Approach 165

    Connecting with the CEO by Way of a Referral 169

    Dealing with the Blockers 170

    Meeting with the CEO 172

    C-Suite Relationships Are Insurance Policies 174

    C-Suites Are Research Departments 174

    CHAPTER 11: How to Handle Price Objections 176

    You Need to Be Blunt with the Customer 177

    How Should You Respond to Objections? 179

    Responding to the Request for a Reduction in

    Price 181

    What Do You Do About the Persistent

    Customer? 184

    Getting Customers to Focus on Their Needs, Not Your

    Price 186

    The Custome r Is in No Rush to Buy 189

    Don't Try to Push the Customer with a Limited-Time

    Discount 191

    Sell First, Negotiate Second 193

    CHAPTER 12: Executing a Price Increase 194

    The Ten-Step Process to Execute a Price

    Increase 195

    Step 1: Know Your Strategy and What the Price

    Increase Is Going to Accomplish 197

    Step 2: Sell the Objective of the Price Increase to

    People Inside the Company, Particularly the Sales

    Force 201

    Step 3: Determine and Isolate the Customer's Key

    Benefits (They Help Sell the Price Increase) 202

    Step 4: Understand the Customer's Decision-Making

    Timeline and How It May Impact Plans to

    Communicate the Price Increase 204

    Step 5: Isolate Key Contacts Within the Customer's

    Company 205

    Step 6: Develop Data and a Fact-Driven Point of View

    (FDPOV) 206

    Step 7: Signal to the Customer the Expectation That a

    Price Increase Might Be Coming 207

    Step 8: Formalize Expectations and Goals with the

    Sales Force for Each Customer 210

    Step 9: Present the Price Increase to Customers and

    Gain Their Commitment 210

    Step 10: Reinforce the Price Increase by Sharing the

    FDPOV 212

    Ten Steps to More Profit 212

    CHAPTER 13: Purchasing Departments and the

    Professional Buyer 214

    Who Is the Professional Buyer? 216

    The New Vendor 217

    Understanding How the Buyer Operates 219

    Warehouse Tours and the Buyer 220

    Learning the Customer's Computer System 221

    My Three Hours with a Buyer 222

    Do Outside Meetings Include Any Risk for You? 224

    Understanding a Buyer's Objectives 225

    Vendor Letters and Requests 226

    Increasing Your Margin on Friday Afternoon 227

    CHAPTER 14: RFPs and RFQs: The Bidding

    Process 231

    Are RFPs a Good Use of Your Time? 232

    Benefits of the Small RFP 234

    Writing the RFP Gives You the Upper Hand 235

    Step 1: Determine Your Strategy 236

    Step 2: Develop Your Minimum/Maximum

    Standards 243

    Step 3: Develop Your Options 245

    Step 4: Gain Information from the Customer and

    Others 246

    Step 5: Respond and Get the Meeting 247

    The Value of a Follow-Up Meeting 249

    Bid Selection Renegotiation 249

    CHAPTER 15: Position Yourself to Continue Earning

    High Profits 251

    One Percent Continuous Improvement Process 253

    Small Changes Equal Big Improvement 254

    Your Windshield Is Talking to You 255

    Recovering from the Bad Sales Call 257

    Always Be Learning 258

    Strategically Planning Your Week 259

    Setting Weekly Goals to Build Off Your

    Successes 261

    Recording Your Goals and Accomplishments 263

    Furthering Your Knowledge and Expertise 265

    Recommended Websites 265

    INDEX 267