Steve W. Martin 
Heavy Hitter Selling 
How Successful Salespeople Use Language and Intuition to Persuade Customers to Buy

What separates ordinary salespeople from Heavy Hitters?

The best salespeople are those ‘Heavy Hitters’ who are able to
use human nature, language, and intuition to build trusting
relationships with customers and persuade them to buy. Based on his
proven and effective sales program, author Steve Martin’s Heavy
Hitter Selling explains how you too can achieve and maintain
that high level of sales success. Using real-world case studies,
examples, and exercises, Martin provides the psychological,
physical, and language-based tactics you need to turn yourself into
a Heavy Hitter.

Inside, you’ll find proven guidance and expert tips on:

* Understanding how people think and communicate

* Finding the right words at the right time

* Predicting a customer’s behavior and influencing his
thoughts

* Building customer rapport and understanding their
motivations

* Persuading both the customer’s rational mind and his emotional
subconscious side

‘Like other sales books published recently, this one stresses
the importance of human behavior. But unlike the others, it puts an
emphasis on language. Salespeople could well benefit by exploring
scientific models of language. Practical exercises make the book
useful for everyone.’

–Harvard Business School Review

‘This well-written, insightful book will give you ideas and
strategies you can use to influence and persuade customers in any
market.’

–Brian Tracy, author, Million Dollar Habits

‘Traditional selling focuses on product, price, and competition
and misses the most important reason people buy-people and emotion.
Heavy Hitter Selling offers a different perspective that is
valuable in understanding how to win.’

–Jay Fulcher, President and COO, Agile Software

‘Heavy Hitter Selling is different-[a book that] will help you
make lots of money.’

–Gerald D. Cohen, CEO, Information Builders, Inc.

Mục lục

Introduction: Why Should You Read This Book?

Part One: The Human Nature of Communication.

Chapter 1: The Heavy Hitter.

Chapter 2: How People Communicate.

Chapter 3: How People Are Wired.

Chapter 4: How People Think.

Chapter 5: Finding the Truth.

Part Two: Customer Sales Strategies.

Chapter 6: Choosing Your Battles.

Chapter 7: Building Customer Rapport.

Chapter 8: Your Two Most Important Customers: Your Manager and
You.

Chapter 9: Finding Your Coach.

Part Three: The Power of Persuasion.

Chapter 10: The Deeper Meaning of Language.

Chapter 11: Intuitive Persuasion.

Chapter 12: Metaphors for the Mind.

Epilogue.

Notes.

Bibliography.

Glossary.

Index.

About the Author.

Giới thiệu về tác giả

Steve Martin is a successful speaker, consultant, and the creator of the Heavy Hitter Selling training program. Using the concepts of neuro-linguistic programming, he developed ‘models’ that salespeople could use to generate successful relationships based upon the customer’s language, personality, and thought processes. Over the past 20 years, he has generated over a quarter of a billion dollars of high-technology sales while working for leading-edge Silicon Valley companies.