In 2018 we co-authored The Seller’s Challenge: How Top Performers Master 10 Deal Killing Obstacles in B2B Sales. Our motive in writing that book was to provide sellers a “field manual” for assembling both tactics and strategies that address these specific deal killers
This book, Buyer Centered Selling: How Modern Sellers Engage and Collaborate with Buyers, combines “seller’s challenges” with “buyer’s dilemmas.” Without the collaborative efforts of both seller and buyer, many buying processes are doomed by lethargy, fear and eroding internal support from the buying community.
Buyer-Centered Selling provides sellers strategies and tactics that help the buyer address eleven dilemmas likely to slow and obstruct the buying process. The reader will discover quickly that buying and selling are inextricably connected in their focus on helping the customer buy.
Buyer-Centered Selling focuses on:
- How buying and selling are changing, the emergence of the “digital native” and why sellers should consider a different approach to engaging the buyer.
- How to map a buying process and align buying and selling activities that expedite a decision.
- How an effective sales discovery process can bring buyer and seller together through a shared focus on problems, implications, and solutions.
- Four behavioral styles and how buyer-centered sellers can adjust and adapt to how the customer wishes to receive and process information.
- How sellers can craft a communication plan to differentiate their product and themselves.
- How stalled opportunities may be “jewels” that require a little nurturing and encouragement to become a vital addition to your pipeline or funnel.
- How a buyer’s perception of risk and their fear of failure can influence decision making.
- How dormant leads and inactive accounts may represent excellent prospecting targets.
- How research can help unlock an executive’s mindset, enrich sales calls, and become the “ideal seller.”
How cross-selling can be a boon to our selling effort, including myths, obstacles, and best approaches to expanding the seller’s footprint in a target organization.
Valuable tactics for finalizing a deal, including the core elements to a close, barriers to closing a deal, and secrets for managing a successful close.
Buyer-Centered Selling represents the best practice in winning sales today. This is more than a just a book. It’s a field training manual that outlines step-by-step what you need to do today to work more effectively with buyers.
This book is written for frontline sellers, sales managers, learning and development directors, sales enablement executives, account managers, marketing professionals and CEOs.
SPECIAL BONUSES!
With this book you will get access to a myriad of complimentary online resources including: The Buyer-Centered Selling Workbook and a Concept Card on most of the chapters. These cards provide a quick overview of the chapter and they highlight key takeaways. Sellers can use these Concept Card as a quick reference or to refresh the concepts.
Scroll up and Purchase Buyer-Centered Selling right now.
Table of Content
Dedication xv
Foreword xvii
Preface xxiii
Chapter 1: The Footprints of Change: The Challenges of Buyer-Centered Selling 1
Chapter 2: Get Connected: Adapt to the Customer’s Buying Process 25
Chapter 3: The Tortoise and the Hare: Win with Buyer-Centered Discovery 59
Chapter 4: From Jekyll to Hyde: Selling to a Buyer’s Behavioral Style 75
Chapter 5: Differentiating with Value Messages That Snap, Crackle and Pop! 89
Chapter 6: Jewels from the Junkyard: Resuscitating Stalled Opportunities 107
Chapter 7: Scared Straight: Selling to the Risk Averse Buyer 123
Chapter 8: Cold Case Files: Activating Dormant Leads & Inactive Accounts 145
Chapter 9: Unlocking the Executive Mindset: Selling Up 161
Chapter 10: Is Your Cross-Selling Program Driving You Crazy? 189
Chapter 11: Secrets of Closing Like a Pro 209
Notes and References 237
Build Your Professional Library 245
Acknowledgments 251
About Us and Contact Information 253
Connect with Us 254
Training, Workshops and Speaking Engagements 255
Free Additional Resources 255
Index 257
About the author
Tom Saine is a Senior Consultant with Strategic Dynamics Inc. with a Ph.D. in Communication from Northwestern University. He is a former senior executive for ARAMARK Corporation. In his tenure with ARAMARK, Tom served as Associate Vice President for Major Account Sales, Vice President of Client Retention and Vice President of Sales. His background in sales management includes supervising direct sales for the U.S. and Canada, developing the division’s strategic plan and creating a master plan for retaining business.Prior to his years at ARAMARK, Tom was on the faculty of the University of Florida and the University of Denver. Tom has published extensively on group communication, decision-making, negotiation and organizational communication. Tom assists executives in forging strategic sales plans and enhancing the skill sets of their frontline sales team. Tom has extensive sales enablement experience in such areas as key account management and retention, sales strategy, prospecting skills, closing deals and negotiating complex contracts. Tom is co-author of _e Seller’s Challenge: How Top Sellers Master 10 Deal Killing Obstacles in B2B Sales.
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