Turning Selling Into Buying ペーパーバック – 2013/5/30
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Turning Selling into Buying strips away the fear, uncertainty and doubt that has surrounded sales and selling for too long. This well-proven, practical approach moves business communication & influence into the 21st century - by delivering the skills, actions and words that allow everyone to be effective. Visit goo.gl/PNBhKn and goo.gl/jlnHYR to watch real readers and their reactions. Whether you want other people to buy your Ideas, Services or Products - anyone can benefit from the techniques, insights, and practical exercises in this book. Each of these is productive on its own - used together they become a powerful, sustainable process that is effective in any influence situation. This highly ethical approach focuses on Building a Willing Buyer, rather than 'forcing a sale'. It first answers the question "What would truly motivate anyone to buy what I offer?," then delivers the linguistic tools and psychological insights needed to create a Willing Buyer. The job is completed by showing you how to turn that Willing Buyer into an Order or Decision. Entrepreneurs, sales & marketing teams, consultants, engineers, lawyers, accountants and many others have all saved time, reduced effort and stress, and delivered better results ... and enjoyed doing it! 1000s of successful students are proof. It doesn't matter whether you're a start-up team, a business unit manager or a CEO - this book is the real deal - a straightforward, repeatable process that you and your team can use the very next day to start achieving the success you all seek.
it changed the old concept of selling. I recommend this book for all sales persons.
Thank you Trevor .
Trevor Wilkins has written a great marketing book disguised as a great sales book. His methodology, training and tools for "Turning Selling into Buying" makes the art and science of sales approachable, actionable, and a lot less chaotic.
From the very beginning, you'll feel like you're having a beer down at the pub with one of the smartest sales guys you've ever met who is sharing all his secrets, strategies, and tactics right there with you in person. The opening chapter "Anyone Can Sell - and Enjoy Doing It!" will open your eyes to the possibilities of a whole new way to generate leads and get clients - namely, to consider the buyer's side of the table.
Sections on mindset, influence, the end of "spray and pray" selling, buyer discovery, finding buying drivers, and his whole 10-step process will revolutionize the way you sell. The only complaint I have - and this is minor - is that some sections can get a bit deep with the psychological factors of influence and NLP (neuro-linguistic programming) BUT at the same time, these are proven buying triggers so it will pay off if you stick with Trevor through the tricky bits of those discussions.
In the end, this is an outstanding book and belongs on every professional sellers and entrepreneur's bookshelf.
Super well done and highly recommended!
-- David Newman, author of Do It! Marketing: 77 Instant-Action Ideas to Boost Sales, Maximize Profits, and Crush Your Competition
He does provide probing strategies and even a bit of neuro-linguistic programming, but not for using in a mind-trick kind of way. Wilkins contends that buyers truly need help uncovering their internal motivations.
Wilkins throws practical exercises and anecdotes throughout both halves, to put plain-English wrappers around some of the psychological concepts he covers. For these reasons, I was left feeling very confident about having real-time face-to-face and phone conversations. If there were one unexplored area he could have covered, it would have been how to apply his strategies using email and social networks, with the rise of social selling and conversations that are completely virtual.
There is a companion book coming out in 2016 - I'm looking forward to devouring that one as well.
Of note was a particular chapter on 'Precision Questioning' that is very useful and gave a practical framework on how to prepare questioning frameworks. I have been able to quickly create a similar framework for my own sales force which has been well recieved.
The practical exercises, templates, case studies (clearly drawn from real-life experiences) and just the right amount of humour thrown in, make this an easy and must-read for anyone in a sales or sales leadership role.