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Reinforcing your Sales Case

Persuasive Techniques Beyond the Sales Meeting

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Language:  English
This book reviews a host of areas from planning to ongoing customer management, all of which can enhance sales results.
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Sales success is dependent on many things being done right and this goes way beyond the techniques for running an effective sales meeting. This book reviews a host of areas from planning to ongoing customer management all of which can enhance sales results. It can allow you to fine-tune your approach to achieve immediate positive effect. Together such powerful and proven techniques can enhance your sales effectiveness.

About the Author

Patrick Forsyth is a consultant, trainer and writer. He has worked with organisations large and small and in many different parts of the world. He is the author of many successful books on management, business and careers and prides himself on having a clear how-to style.
One reviewer (“Professional Marketing”) commented: Patrick has a lucid and elegant style of writing which allows him to present information in a way that is organised, focused and easy to apply.
In this series he is also the author of several titles including “Your boss: sorted!” and “How to get a pay rise”. His writing extends beyond business. He has had published humorous books (e.g. Empty when half full) and light-hearted travel writing: First class at last!, about a journey through South East Asia, and Smile because it happened about Thailand. His novel, Long Overdue, was published recently.

  • About the author
  1. Introduction: A Process where every detail matters
  2. Planning to succeed
    1. Do your homework
    2. Set clear objectives
    3. Anticipate possible objections
    4. Arrange suitable sales aids
    5. Remember two heads can be better than one
    6. Know your business
    7. Know their business
    8. Know your product
  3. Focusing to create the best potential
    1. Seeing the right people
    2. Who is the buyer?
    3. The role of the gatekeeper
  4. Finding the best prospects
    1. Make prospecting a regular activity
    2. Create prospecting methods that work for you
    3. Be available
    4. Stand up to prospects
    5. Use prospecting systems
    6. Making appointments
    7. Do not base your approach on a lie
  5. Reinforcing your case
    1. Use your colleagues in joint calling
    2. Develop a fluency with figures
    3. Be good on your feet
    4. Use your authority
    5. Make a point of not selling
    6. Consider swapping customers with your colleagues
    7. Follow-up and Persistence
    8. Handling a multi-stage contact
    9. Use one contact to arrange the next
    10. Make good use of the telephone
    11. Managing Customer Relationships
    12. Create a role for yourself in your customers’ businesses
    13. Control the “chat”
    14. Deliver!
    15. Sort queries/complaints effectively
    16. Be appreciative
  6. Afterword
    1. Adopt a positive approach
    2. Be distinctive
    3. Ride out failure
    4. Be confident
    5. Learn from experience
    6. Plan ahead
    7. Expect the unexpected

About the Author

Patrick Forsyth

PATRICK FORSYTH runs Touchstone Training & Consultancy, an independent firm based in the U.K. specialising in marketing consultancy, research and training on marketing issues, sales and communication and management skills. 

He is a consultant of many years’ experience and was a Board Director of a major consulting organisation before starting his own firm in 1990. Previously he began his career in publishing, holding sales, sales management and marketing positions, subsequently working for a management institute before moving into consultancy. 

His work has spanned many industries, and also many countries, in part in alliances with others (for example as an “Associate consultant” with various professional bodies). He has worked in most countries in continental Europe (including Eastern Europe) and has also worked regularly in South East Asia, which he has got to know well. In training he conducts tailored in-company courses and individual tutorials. He also conducts “public” seminars and has presented regularly for a variety of organisers including: The Chartered Management Institute, The Chartered Institute of Marketing, The London Chamber of Commerce, The City University Business School and more specialised bodies (such as the Institute of Chartered Accountants, the Publishing Industry Training Centre and the British Council). He has worked for similar bodies overseas, for example the management institutes in Malaysia and Singapore. 

He is the author of many successful business books. These include: Marketing: a guide to the fundamentals (The Economist), How to write Reports and Proposals, How to Motivate People and Successful Time Management (Kogan Page), and on careers, for example: Detox your career (Cyan). He has titles translated into more than twenty five different languages. He also has a long list of articles to his credit (written for a variety of journals such as Better Business and Professional Marketing), training materials and, more recently, for several web sites; he has written and produced corporate publications. One review of his writing states: Patrick has a lucid and elegant style which allows him to present information in a way that is organised, focused and easy to apply. (“Professional Marketing” magazine). 

His work also includes a plethora of other involvements. He has acted as: a series editor for an international business publisher, training advisor for the Meetings Industry Association, advisor and presenter on two BBC television programmes on marketing and management matters, a member of on the editorial board of a management journal, a communications advisor for the Civil Service in Malaysia, a mentor in the TEC small business advisory service and reviewed books for The Good Book Guide and Amazon. His writing stretches beyond business and he has had three books of light-hearted travel writing published (First class at last!, Beguiling Burma and Smile because it happened - the later about Thailand) along with two novels (Long Overdue and Loose Ends).