How to Win in Any Sales Situation
By Geoff King 


The rules of selling rarely change. In some areas of business fashions and buzzwords come and go at the speed of light, but in sales there is a gold standard that changes little over time. This book describes that gold standard for you. Once learnt, The Secrets of Selling will stay with you for life – you’ll wonder what you ever did without them.

This is an extremely practical book with advice that you can put into practice to improve your sales success straightaway. It offers common sense guidelines that you will want to refer to again and again.

The Secrets of Selling is divided into three sections. The first deals with sales meetings and sales proposals and the second shows you the most effective methods for winning new work, not just from existing clients, but from new ones too. The third section gives you all the secret weapons you need to become a top flight salesperson, from negotiating the contract, to managing your contacts to measuring your sales performance. These are the critical elements that are often overlooked, but if you get them right, you will come out on top, every time.

You probably have a lot of things to do today but why not put them to one side for a moment and order a copy of this book instead. Because there are things in it that may prove very valuable to you…




Part 1 Sales meetings and sales proposals

1. What to say in sales meetings
Preparing for sales meetings
The structure of a typical sales meeting
Dealing with objections
Closing

2. How to assess the character of your prospect quickly and accurately
How to make these judgements
The most common reasons why people misjudge the characters of others

3. Using emotion in selling
Honesty
Charm
Using emotion correctly
The emotions behind buying decisions

4. Body language in sales meetings
The importance of body language in selling
Persuasive and non-persuasive body language
What to look for in others

5. How to write proposals
The best way to write a proposal
Management summary
Introduction
Your understanding of their requirements
Your company’s suitability for the work
The proposed way forward
Costs
Possible next steps

6. Writing words that sell
The rules for writing good English
How to write case studies
How to write one page summaries

Part 2 How to find new business
Choosing your targets
The theory behind finding new business
Maximising the efficiency of your lead searching
The four main ways to find new business

7. Finding new business through mailshots
How to get good lists
The message in your mailshot
Knowing how many to send
E-mailshots
Measuring the success of mailshots
The mailshot idea that usually fails
Running newsletters

8. Finding new business through seminars
Attending other people’s seminars
Speend networking events
Running your own seminars
Alternatives to full blown seminars
Following up after seminars

9. How to use the telephone for selling
The secret to successfully selling on the phone
The four possible responses to your call
The words you should use
Getting past gatekeepers
Common issues when phoning

10 Finding new business through partners
The three types of partner
How to make your partnerships effective
How to choose the right partners for you
How to spot the partners you should avoid
Keeping your partnerships healthy

Part 3 Becoming a complete salesperson

11 How to brand and advertise your company effectively
How to create a brand
Colours and branding
Advertising
How to choose a tagline
How to place your adverts
Dealing with advertising agencies

12 Presentations, away-days and exhibitions
The best ways to present
Things to remember when you are preparing to present
Things to remember when you are presenting
How the size of your audience affects your presentation
Client away days
Manning an exhibition stand
Following it all up

13 Getting the most from the media
Getting articles into the press
Finding journalists and publications that specialise in your area
Press releases
Other ways of contacting the press
Doing media interviews
Dealing with adverse publicity
PR agencies
Professional associations

14 Tips on beating the competition
What buyers are looking for
Avoiding the biggest waste of a salesperson’s time
Four general rules for competitive situations
Timing your visits when you are part of a formal bid process
The waiting room

15 How to measure performance
Measuring your performance against the competition
Measuring your own performance
Your real chances of winning the work
Sales reporting
Rewarding sales achievement

16 Tips on managing your contacts
Why you need a contacts management system
How to choose the right one

17 Tips on managing large accounts
How to network around an account
How to get extra work from the account
Shaping the strategy of their senior managers
When a team runs the account

18 Tips on negotiation
Five questions that will prepare your negotiation position
Nine rules for the actual negotiations
Group negotiation
Common situations when negotiating
How professional buyers buy

19 How to sort the contract stage painlessly
What you need in a heads of agreement
Some general considerations for contracts
Tips for dealing with lawyers
Frequently occurring problems with commercial contracts
Getting the legal side right in the real world

20 So what makes the difference between average and top-flight sales performance?
Motivation and goals
The seven ways you can create luck