The best salespeople understand that people buy differently. Some people buy quickly, on impulse, others buy slowly, doing research and comparing options before making their decision. This book identifies the 4 main buyer types and describes how to recognise them and how to sell to them. Having a single sales strategy is no longer enough.
Most salespeople use friendship as their main selling strategy, which is fine with certain buyer types. This book demonstrates that there are other approaches that can be more successful when applied to those buyers who don’t necessarily want to be your friend.
This book has been written to help you become more successful in sales.
The author of this publication is Frank Atkinson, founder and Managing Director of the Sales Training Consultancy. His company has trained many thousands of salespeople throughout the world since it was formed in 1989.
As National Sales Training Director for BUPA Health Insurance, prior to setting up his company, Frank was responsible for training and developing one of the most
The Sales Training Consultancy has one of the most visited sales training websites in the world. www.salestraining.co.uk and his company has an impressive worldwide client list.
Frank employs a team of highly experienced trainers who train and develop salespeople in all industries to sell more and to sell more profitably. His courses are highly motivational and fun.
In this book Frank brings his wide range of experience and expertise into play giving simple, practical and tested advice on sales and selling.
1. Introduction to buyer behaviour
1.1 Why it’s about behaviour
1.2 How salespeople get it wrong
1.3 So, what do we need to do?
1.4 Making changes one step at a time
2. Behavioural analysis. Understanding your preferred style
and how to deal with other buyer types
2.1 The two forms of behaviour; assertiveness and responsiveness
2.2 How to deal with behaviour styles
2.3 Identifying your preferred style Development exercise. Behavioural styles
2.4 How to be more assertive
2.5 Organisational and personal needs
3. Buyer tactics
3.1 How negotiators behave when they want to win