ENJOY THE SALES Or What You Won’t Learn in Schools About B2B Selling
Jure Habbe 3
Content: Foreword ........................................................................................................................................................... 11 Why yet one more book about sales?
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How does this book differ from other sales books? .................
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Who is the target audience?
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From selling products to selling solutions ............................................
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What to sell: products or solutions?
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26
1. Chapter: What and How are B2B Clients Buying ....................
29
Introduction
Quiz: What and how are B2Bclients buying?
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31
What do B2B clients buy
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How do B2B clients buy
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When do B2B clients buy
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Who will buy from B2B clients
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Who will buy from B2B clients
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Where do B2B clients purchase
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Who will buy from the cheapest supplier and why ..................
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Who chooses the supplier and who approves the decision .................................................................................................................................
56
How is public sector buying
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Expectations of B2B buyers after sale agreements are made ..........................................................................................................................................
59
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E N J OY T H E SA L E S
First case: The forklift story
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61
Second case: Computerized accounting software .....................
66
Summary: What we need to know about B2B buyers
68
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2. Chapter: Sales Attitude .................................................................................................... 71 Quiz: What is your sales attitude?
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Mental blocks that prevent successful sales
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74
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Summary: What do we need to know about sales attitude ...............................................................................................................................................
82
3. Chapter: Searching for and Creating Sales Opportunities ................................................................................................................................
83
Quiz: How do you successfully create sales opportunities? ..........................................................................................................................
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What are sales contacts and sales opportunities
85
Be the doctor to your buyer’s problems
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How to develop sales contacts into real opportunities 7 methods for creating sales opportunity
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88
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The most important list of sales opportunities An example of creating a sale opportunity
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106
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Summary: What do we need to know about creating sales opportunity .................................................................................................................. 113
4. Chapter: From Sales Opportunities to Sales ................................... 115 Quiz: Are you a trustworthy person? How to build up trust
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Content:
How to find the right solution ............................................................................. 132 When to present an offer and how How to successfully close a sale
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140
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146
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152
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How to proceed when not being the client’s first choice What to do when a sale is not successful
Summary: What do we need to know about taking advantage of sales opportunities ..................................................................... 157
5. Chapter: Key Tools for Successful Sales Marketing
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159
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Telemarketing E-mails
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Questions
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References
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166 174
Summary: What do we need to know about key tools for successful sales .............................................................................................................. 178
6. Chapter: What Managers Should Consider When Contemplating Sales ...................................................................................... 181 Quiz: What do you know about sales? ........................................................ 181 Mission and fundamental values of the company
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How to build long-term relationships with your buyers
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196
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What sales personnel do we select and how How to direct and lead your sales team
183
Summary: What managers should consider when contemplating sales ........................................................................................................... 211
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E N J OY T H E SA L E S
7. Chapter: Truths and Falsehoods About Marketing and Sales .............................................................................................................................................. 213 8. Chapter: A Shortcut to Success in Sales ............................................. 229 9. Chapter: Quick Self-evaluation of Sales in Your Company ............................................................................................................................ 235 10. Chapter: Short Content
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241
Closing Remarks ................................................................................................................................. 249 Appendix: Quiz Results
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Recommended Reading Acknowledgments
253
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About the Author ................................................................................................................................. 265
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