Insight Selling: Surprising Research on What Sales Winners Do Differently
Mike Schultz, John E. Doerr
Language: English
Pages: 256
ISBN: 1118875354
Format: PDF / Kindle (mobi) / ePub
What do winners of major sales do differently than the sellers who almost won, but ultimately came in second place?
Mike Schultz and John Doerr, bestselling authors and world-renowned sales experts, set out to find the answer. They studied more than 700 business-to-business purchases made by buyers who represented a total of $3.1 billion in annual purchasing power. When they compared the winners to the second-place finishers, they found surprising results.
Not only do sales winners sell differently, they sell radically differently, than the second-place finishers.
In recent years, buyers have increasingly seen products and services as replaceable. You might think this would mean that the sale goes to the lowest bidder. Not true! A new breed of seller—the insight seller—is winning the sale with strong prices and margins even in the face of increasing competition and commoditization.
In Insight Selling, Schultz and Doerr share the surprising results of their research on what sales winners do differently, and outline exactly what you need to do to transform yourself and your team into insight sellers. They introduce a simple three-level model based on what buyers say tip the scales in favor of the winners:
Level 1 "Connect." Winners connect the dots between customer needs and company solutions, while also connecting with buyers as people.
Level 2 "Convince." Winners convince buyers that they can achieve maximum return, that the risks are acceptable, and that the seller is the best choice among all options.
Level 3 "Collaborate." Winners collaborate with buyers by bringing new ideas to the table, delivering new ideas and insights, and working with buyers as a team.
They also found that much of the popular and current advice given to sellers can damage sales results. Insight Selling is both a strategic and tactical guide that will separate the good advice from the bad, and teach you how to put the three levels of selling to work to inspire buyers, influence their agendas, and maximize value. If you want to find yourself and your team in the winner's circle more often, this book is a must-read.
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Interaction with you and, you, personally, become a source of value over and above whatever it is that you sell. Notes 1. Adamson, Brent, Matthew Dixon, and Nicholas Toman. “The End of Solution Sales.” Harvard Business Review 90, no. 7/8 (2012): 60–68. 2. Dixon, Matthew, and Brent Adamson. “Selling Is Not About Relationships.” HBR Blog Network. Harvard Business Review. September 30, 2011. http://blogs.hbr.org/2011/09/selling-is-not-about-relatio/. 3. Allen, James, Frederick F. Reichheld,.
Annual purchases. Along with our survey research, we’ve now spoken to more than 150 corporate buyers about their recent purchasing experiences. Here’s what we found: Winners sell radically differently than the second-place finishers. In many ways, what sales winners do differently is both surprising and fascinating. There’s a specific combination of behaviors that sales winners exhibit and outcomes they achieve that the second-place finishers don’t. Several key factors that set apart the.
They can achieve maximum return, that the risks are acceptable, and that the seller is the best choice among all options. Many sellers are not good at convincing buyers, and a large portion of sellers aren’t even willing to convince. When they can and do, they win more sales. Level 3 Is Collaborate. Winners collaborate through behavior—they are perceived to be responsive, proactive, and easy to buy from (i.e., collaborative in how they work). At the same time, it’s not just how sellers.
Need to make sure his needs are met, or he could quietly block your sale. And you might never even know it. Implications for Insight Selling Like Relationship Renees, Skeptical Steves are neither good nor bad buyers of new ideas and insights. Like Renees, make sure there are elements of Decisive Danielle or Innovator Irene, or they will be less likely to drive change and push new ideas through resistance. It can take a longer time than average to build trust; don’t force it. If you.
With surprising statistics and research to back up key points, and inspires sellers to become top performers. To book Mike or John for your next event, visit www.RainGroup.com. Index Note: Page references in italics refer to figures. A Aberdeen Group Academy of Marketing Science adversaries, naming affinity afflictions and aspirations, focus on “Analytical Al” (analytical buyer persona) arrogance, avoiding aspirations, focus on assertiveness assessment Assumptions.