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Full Description
WHY DO PEOPLE BUY?
In Why People Buy, world renowned sales leader Karl Wyborn
demonstrates a single, profound truth - the level of trust a buyer feels
for a seller is the most potent force in every single major buying
decision. A buyer who trusts a seller will, throughout the sales
process, co-operate more, exert more effort, experience higher levels of
satisfaction, answer questions more honestly, perceive a seller's
solution to be materially less risky. In short, every salesperson's wish
list!
Throughout this book, you'll find strategies and insights to hardness
the power of trust in every phase of the sales process. We'll explore
why trust has become increasingly scarce and therefore, more valuable.
We'll dissect common pitfalls that erode trust and provide actionable
techniques to build it swiftly and effectively. From initial contact to
closing the deal, the principles of R.E.A.L. Sales will guide you
towards achieving extraordinary results.
By the end of this book, you'll have a deeper understanding of the
psychological and emotional dynamics that drive buying decisions in
large organisations and be equipped with the tools to turn that
understanding into consistent success.
Get ready to transform your approach and, by harnessing the power of trust, close more deals, more quickly than ever before.
Contents
Introduction
Section One - The Shifting Sands of Sales
Chapter 1 - Sales as Human Endeavour
Chapter 2 - A Paradigm Shift in the Landscape of Sales and Selling
Chapter 3 - The Birth of R.E.A.L. Sales
Section Two - The Characteristics of Trust
Chapter 4 - A definition of Trust
Chapter 5 - A Brief Note About the Buying Decision
Chapter 6 - Building Trust Part I: Affect
Chapter 7 - Building Trust Part II: Keeping it R.E.A.L.
Chapter 8 - Why Trust leads to 'more closed deals more quickly'
Section 3 - R.E.A.L. Sales
Chapter 9 - The R.E.A.L. Sales Methodology
Chapter 10 - Predictability, Dependability and Accountability
Chapter 11 - Credibility and Reason
Chapter 12 - The Subtle Art of Questioning
Chapter 13 - Active Listening
Chapter 14 - Tone
Chapter 15 - Body Language
Chapter 16 - The Seismic Impact of Getting it Right
Section 4 - The Evolution of Sales Theory
Chapter 17 - Strong Foundations
Chapter 18 - Four sales strategies under the spotlight
Chapter 19 - The evolving nature of sales and trust
Chapter 20 - Trust in the Pipeline / Trust and the pipeline
Section Five - R.E.A.L. Sales in the Real World
Chapter 21 - Out From Behind the Desk
Chapter 22 - Conclusion
