Critical Selling

Acknowledgments xi Introduction Critical Selling: Focusing on What Matters Most 1 1 Selling to Today’s Buyers: Remain Customer-Focused 13 Recognize That Buyers Have Changed 15 Use the Right Sales Approach 17 Know How Your Customers Perceive You 20 Become a Trusted Advisor 25 Critical Selling: Lessons Learned 26 2 The First Step is to Believe: Change Your Mindset 29 Mind Your Mindset 31 Always Be Improving 34 Stay Patient through Change 38 Critical Selling: Lessons Learned 43 3 Why Planning Matters: Determine Your Approach 45 Understand That Planning Matters 46 Think about Planning 48 Set SAM Objectives 50 Plan Ahead and Reflect After 55 Critical Selling: Lessons Learned 58 4 A Solid Opening: Connect with Your Customers 59 Plan Your Opening 60 Master the Greeting 61 Create Connections 62 Deliver a Legitimate Purpose Statement 65 Confirm for Feedback 69 Close the Opening with Some Reflection 72 Critical Selling: Lessons Learned 73 5 It’s All about Discovering: Get to Know Your Customers 75 Understand the Benefits of Discovering 77 Ask the Right Questions 79 Target the Six Critical Areas of Focus 84 Listen Actively to Understand Your Customer 90 Avoid Common Pitfalls 98 Critical Selling: Lessons Learned 101 6 Presenting What Your Customer Needs: Link a Tailored Solution 103 Take Advantage of Discovering 104 Plan the Approach 106 Tailor the Solution 108 Ask for Feedback 115 Strengthen the Solution 117 Link Your Solution 124 Critical Selling: Lessons Learned 125 7 Leverage Momentum at Closing: Capture Customer Confidence 127 Summarize Where You’ve Been 129 Gain Commitment to Move Forward 132 Define Next Steps 134 Confirm with Your Customer 136 Critical Selling: Lessons Learned 137 8 Dealing with Objections: Return to the Land of Discovery 139 Recognize Real Objections 140 Understand Why Objections Come Up 141 Be Prepared for Objections 143 Work through Objections 146 Maintain Goodwill and Ask for Feedback 155 Critical Selling: Lessons Learned 157 Conclusion Putting it All Together: Mindset + Practice + Process + Action 159 Plan Each Sales Interaction 160 Connect and Reconnect 163 Ask Questions (and Listen to the Answers) 165 Adjust Your Attitude 170 Appendix Case Study: The McCrone Group 177 Notes 191 About Janek Performance Group 195 About the Authors 196 Index 199