[...]... Wrong! 1 1 313 4C 01. pgs 2 12 /11 /02 1: 13 PM Page 2 ProActive Selling If Brad does what the senior vice president wants him to do, he loses control of the sale, which puts him at a disadvantage Remember the Law of Sales Control THE LAW OF SALES CONTROL The buyer is always neutral If you are not in control of the sale, and the buyer is neutral, then someone else is in control, and it is usually the competition... helped lead the buyer through the Transfer of Ownership stage He or she has proactively induced the transfer of ownership in the buyer’s mind If transfer of ownership happens through the first way, the salesperson was simply lucky If it happens through the second way, the salesperson was good 13 134C 01. pgs 12 12 /11 /02 1: 13 PM Page 12 ProActive Selling THE LAW OF BEING LUCKY RATHER THAN GOOD “I’d rather be... up the buying path She will stick to her process and go to the next phase, called Transfer of Ownership Transfer of Ownership Now comes the most interesting part of the buyer’s process Here the buyer either gets on board or stops the buying evalua- 13 134C 01. pgs 12 /11 /02 1: 13 PM Page 11 ProActive Selling Having the Right Tools at the Right Time 11 tion This is where the buyer takes ownership of the. .. involved Good shoe salespeople are not wasting time; they are just trying to increase their odds at getting a sale Good shoe sales people are ProActive and can proactively induce the transfer of ownership 13 134C 01. pgs 12 /11 /02 1: 13 PM Page 13 ProActive Selling Having the Right Tools at the Right Time 13 As a second example, a software company has just given an hour demonstration to a client The demonstration... clients.” 13 134C 01. pgs 12 /11 /02 1: 13 PM Page 5 ProActive Selling Having the Right Tools at the Right Time 5 “We have to lead with our value statements, then get into the rest of the presentation.” Have you ever heard anything so one sided? The truth is, the prospect could care less about your value proposition What they care about is their value proposition the value they are supplying to their customers... Be proactive and anticipate the next sales step • Motivate themselves to call successfully at all levels in the organization • Control the sales process The salesperson who controls the sales process wins • Get rid of maybes in their sales funnel • Learn where to hunt and use their time most effectively • Plan and utilize homework on the sales call • Lower the overall cost of sales • Increase the. .. get the attention of 70 percent of the audience Sales Literature Direction Words TOWARDS Great New Improve 40 Percent better Act now AWAY Stop Avoid Less Before it is too late Prevent Sales materials should also emphasize the pleasure of buying the product (TOWARDS) Thirty percent of the buyers are TOWARDS, and they have no concept of “finding the pain.” 13 134C 01. pgs 10 12 /11 /02 1: 13 PM Page 10 ProActive. .. but gets them comfortable in calling high and staying high, as well as being a value-add to the senior level executive ProActive Selling 13 134CFM.pgs 12 /11 /02 1: 14 PM Page xi Preface xi is so good at the CXO level that salespeople typically find the senior executives of the account calling them and asking the salesperson what they should do next Tactics before strategies in a two-dimensional selling. .. Increase the average selling price per order • Create a powerful sales introduction on every sales call • End every sales call and stay in complete control of the sale • Understand the buyer’s motivational direction 13 134CFM.pgs 12 /11 /02 xii 1: 14 PM Page xii Preface • Master the seven qualification questions to call on the right accounts all the time • Speak the right language to the right level of... It’s hard to argue with these techniques, but they don’t adequately respond to a buyer’s motivation 13 134C 01. pgs 12 /11 /02 1: 13 PM Page 7 ProActive Selling Having the Right Tools at the Right Time 7 There are two motivators that affect human behavior: pain and pleasure Therefore most people orient their behavior around the avoidance of pain or the obtainment of pleasure In sales, you are really not . 10 4 Feature/Benefit/Value Selling 10 6 Turn Sales Education into ProActive Sales Presentations 10 8 13 134CFM.pgs 12 /11 /02 1: 14 PM Page iii It’s All About ME! 11 8 The Danger in the Unspoken Feature 12 0 The SalesMap Tool :. qualities 13 134CFM.pgs 12 /11 /02 1: 14 PM Page v in sales professionals and the sales tools they use during a sales call that consistently set them apart from the rest of the pack. ProActive Selling. This follows the old sales rule that if you just do what the prospect tells you to do, and you do it well, then the order will follow. Right? Wrong! 1 1 313 4C 01. pgs 12 /11 /02 1: 13 PM Page 1 If Brad