Now, for the first time ever, the time-tested, proven techniques perfected by the world-famous Dale Carnegie® sales training program are available in book form.
The two crucial questions most often asked by salespeople are: "How can I close more sales?" and "What can I do to reduce objections?" The answer to both questions is the same: You learn to sell from a buyer's point of view.
Global markets, increased technology, information overload, corporate mergers, and complex products and services have combined to make the buying/selling process more complicated than ever. Salespeople must understand and balance these factors to survive amid a broad spectrum of competition. Moreover, a lot of what the typical old-time salesperson did as recently as ten years ago is now done by e-commerce. The new sales professional has to capture and maintain customers by taking a consultative approach and learning to unearth the four pieces of information critical to buyers, none of which e-commerce alone can yield. The Sales Advantage will enable any salesperson to develop long-term customer relationships and help make those customers more successful -- a key competitive advantage. The book includes specific advice for each stage of the eleven-stage selling process, such as:
How to find prospects from both existing and new accounts
The importance of doing research before approaching potential customers
How to determine customers' needs, such as their primary interest (what they want), buying criteria (requirements of the sale), and dominant buying motive (why they want it)
How to reach the decision makers
How to sell beyond questions of price
The cutting-edge sales techniques in this book are based on interviews accumulated from the sales experiences of professionals in North America, Europe, Latin America, and Asia. This book, containing more than one hundred examples from successful salespeople representing a wide variety of products and services from around the world, provides practical advice in each chapter to turn real-world challenges into new opportunities.
The Sales Advantage is a proven, logical, step-by-step guide from the most recognized name in sales training. It will create mutually beneficial results for salespeople and customers alike.
Dale Carnegie and Associates, Inc, has produced three giant international bestsellers -- How to Win Friends and Influence People, How to Stop Worrying and Start Living, and How to Enjoy Your Life and Your Job -- with more than thirty million copies sold to date. Their most recent bestseller is The Leader in You. More than twenty-five hundred people around the world enroll in Dale Carnegie courses each week, adding to the five million people who have graduated from the world-famous self-improvement and training programs.
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January 15, 2003
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Excerpt from The Sales Advantage by Dale Carnegie
The two key questions that sales professionals most often ask us are: 1) How can I close more sales? and 2) What can I do to reduce objections?
After more than sixty years in the sales training business, we've learned the answer to those questions is pretty straightforward. Frankly, you learn how to sell.
That's not the answer most people expect to hear, but it's one we truly believe. No matter how much we want to find otherwise, there's no magic formula that eliminates objections or increases closing ratios. Overcoming objections and gaining commitment are both logical outcomes of a successful sales process. You want to meet a good closer? Find a good salesperson who truly understands how to sell.
It's often hard to believe that top performers need to learn how to sell. Yet we have encountered an extraordinary number of experienced and successful sales professionals who have discovered our statement to be true. In fact, by consistently practicing and applying proven principles, they've been able to increase sales and earn more money than they ever thought possible.
That tells us the Sales Advantage process is a proven way to build relationships and enhance your sales career, no matter how long you've been selling.
Don't get us wrong. We're not saying that learning the sales process is easy. And we're certainly not implying that we can sell today the same way we sold ten years ago -- we can't. It's a different world out there. Customer attitudes have changed. Technology is breaking down barriers between nations but creating different kinds of barriers between our customers and us. Companies are downsizing. Territories are expanding. We're being asked to generate more sales with fewer resources. And it doesn't stop there.
These issues represent a variety of daily challenges. For example, it's tough when a customer promises a signed contract on Wednesday and she buys from a competitor on Tuesday. It's frustrating to handle service issues on a day when we plan to do nothing but prospect for new opportunities. It's hard to realize that, after months of building a relationship with a "decision-maker," the actual decision-maker is someone we've never met. Sure, technology and globalization are changing the world of selling. But honestly, most of us are more concerned about how to overcome the hurdles we face on the job every day.
Learning how to sell using the Sales Advantage tools and principles will increase the odds that we'll overcome these challenges successfully. How? By learning to see the buying and selling process from the customer's point of view. With that ideal as our foundation, we'll then learn to use timeless and proven tools. These tools will help us build credibility, uncover the customer's Dominant Buying Motive, and develop strong business relationships that lead to referrals and repeat sales. In the end, when we offer a solution to a customer, we'll be more confident that it is the right solution, instead of just hoping it is.I trust."