Essential Managers Selling new edition 2023

Chapter 1

Building meaningful

relationships 8

Adding value through selling 10

Addressing needs 14

Appealing to buyers 16

Differentiating yourself 22

Chapter 2

Understanding the

needs of customers 24

Tuning into the client 26

Recognizing needs 28

Planning your approach 34

Making your first move 36

Presenting your credentials 38

Holding a sales meeting 40

Questioning for needs 42

Listening to your client 48

Approaching a problem 50

Reviewing needs 52

Running a joint meeting 54

Chapter 3

Recommending solutions 56

Using features and benefits 58

Targeting the pitch 60

Offering your ideas 62

Asking for feedback 64

Chapter 4

Concluding the sale 66

Understanding objections 68

Collecting the data 72

Reframing objections 78

Discussing price 80

Responding to objections 84

Closing the sale 86

Moving beyond the close 92