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Full Description
Selling from your heart and with your heart is about loving your products, your business and your customers. Heartselling describes the paradigm shift from push marketing to pull marketing. The times where "guerilla strategies" were helpful to attract spouses or customers are gone. Customers actively avoid pushy marketing and sales approaches. They demand more from the companies they do business with in the 21st century: They want to be invited to buy - intelligently, gently and with finesse. Customers love shopping and customers love buying. Heartselling is about the science and art to foster and enhance your customer's love to buy from you. Alexander Christiani shows you dozens of time tested strategies and tactics to activate the seven magnets of attracting customers. And best of all, as a "German systems guy" he shows you how to orchestrate all these heartselling tools into one comprehensive marketing sinfonia: Experience first hand the marketing power which made Alex one of the leading sales coaches in Europe.
Contents
Table of Contents
Preface
Chapter 1: Heartselling—Discovering the Pulse to Your Customer's Heart
The Marketing System of the Seven Magnets.
The First Heart Magnet: Being unique through expert positioningThe Second Heart Magnet: Trustworthiness through word of mouth
The Third Heart Magnet: Getting-in-touch and keeping-in-touch systems
1. The Lead Relationship Management System (LRM-System)
2. The Stay-in-touch Contact Management System
3. The Touching-Their-Heart-Experience Pipeline
4. Socratic Marketing: Installing feedback loops that enable your clients to teach you which products and services to develop next.
The Fourth Heart Magnet to attract your customer: Humanics
Heart magnets on the level of the individual
The Fifth Heart Magnet: Communication skills
The Sixth Heart Magnet: Motivation
The Seventh Heart Magnet: Talent
Chapter 2: The First Heart Magnet—Being Unique: The Secrets behind Expert Status and Positioning
Positioning Exercise No. 1: The Elevator Test
Positioning Exercise No. 2: The Elevator Test in Thirty-six months
Positioning Exercise No. 3: The Bar Stool Test
Positioning Exercise No. 4: The Fan Survey
Positioning Exercise No. 5: Building a Prototype.
Positioning Exercise No. 6: The Concorde Answer
Chapter 3: The Second Heart Magnet—Trust-building through Word of Mouth
Word-of-Mouth Strategy No. 1: Start with the right people
Word-of-Mouth Strategy No. 2: Five ways of initiating word of mouth
Word-of-Mouth Strategy No. 3: Developing a Heart- Touching Story
Word-of-Mouth Strategy No. 4: Piggyback Networking.
Chapter 4: The Third Heart Magnet: Getting and Staying in Touch
1. The Mechanics of Getting in Touch
The Mechanics of Staying in Touch—and reaching your Customer's Heart Again and Again
3. Touching the Customer's Heart with Every Experience: The Customer Experience Pipeline
4. Touching Your Customer's Heart through Offering What He Wants and Likes Most: Socratic Marketing
Chapter 5: The Fourth Heart Magnet: Humanics or how to win over your team with a five-star service philosophy and have them look forward to changing company processes
1. Implementing a Five-star Service Philosophy
2. How To Triple Your Team's Effectiveness in Problem-solving by at Least 300 Percent
Chapter 6: The Fifth Heart Magnet: Magnetic Selling: Tripling the Power of Persuasion
1. The Most Important Paradigm on Persuasion
2. The five steps of Magnetic Selling: How to reach your buyer's heart by tripling your power of persuasion
Step 1: Situation analysis
Step 2: Strength analysis
Step 3: The challenge analysis
Step 4: The discovery of consequences
Step 5: The benefit discovery
Magnetic Selling in handling objections
Chapter 7: The Sixth Heart Magnet: Motivation—Radiating eyes as a key attractor for clients (as well as team members and yourself)
Chapter 8: The Seventh Heart Magnet: Attracting clients with the right talents to the right positions
Analyzing your personal history for talents and strengths
Analyzing your activity preferences in the present
