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Turn your sales force into profit heroes

Book Description

There are thousands of new products and services which are launched every year. Their potential for success is massive but many simply do not succeed. The reasons for failure could be numerous - too soon to market, consumer trends changing or customer resistance, for example. People often ascribe failure to such theories, amongst many others, when every other indicator promises success. So how can businesses make their products successful? One thing's for sure, converting failure to success does not involve investing tens of thousands of pounds in professional consulting organisations to tell the sales people what to do. The real secret lies in breeding a philosophy of mentoring where line managers learn to produce exceptional performance by getting their sales team to execute the basics brilliantly and, more importantly, be passionate about what they do. In 'Turn your sales force into profit heroes' Peter Brook reveals a world where top performance is achieved through a motivated, passionate sales team who will stop at nothing to ensure that every product or service is given a chance to deliver its absolute potential. That true success is waiting just around the corner.

Table of Contents

  1. Cover Page
  2. Title Page
  3. Copyright Page
  4. Table Of Contents
  5. Acknowledgements
  6. Foreword
  7. Introduction
  8. Part I How to turn people into learners and heroes
    1. 1 Are you responsible for the way others behave?
    2. 2 Connecting the brain with building capability
      1. 1       Focusing on the needs of learners
      2. 2       Taking one step at a time
      3. 3       Creating a love and space for learning
      4. 4       Using inclusive language while exhibiting the right behaviours
      5. 5       Recognising that we all learn subconsciously
      6. 6       Recognising that people enter learning with different levels of skill
      7. 7       Managing the learning environment
      8. 8       The use of permanent messages
    3. 3 What’s in it for the organisation?
      1. Habit 1—‘proactive’ ®
      2. Habit 2—‘begin with the end in mind’
      3. Habit 3—‘put first things first’
      4. Habit 4—‘think win-win’
      5. Habit 5—‘seek first to understand and then to be understood’
      6. Habit 6—‘synergize’®
      7. Habit 7—‘sharpen the saw’®
      8. 1   It increases employee loyalty
      9. 2   It minimises investment by having a single way of working
      10. 3   It ensures a common way of measuring people’s skills and capabilities
      11. 4   It ensures that global customers recognise a common way of working locally
      12. 5   Most importantly, it allows businesses to foster a culture where there are opportunities for every employee to maximise their potential within the business
  9. Part II How to release the talents of the sales force
    1. 4 The capabilities necessary to sell exceptional brands
      1. Example 1
      2. Example 2
      3. 1   Sales strategy
      4. 2   Channel strategy
      5. 3   Customer business planning
      6. 4   Managing customer relationships
      7. 5   Point of purchase (POP) execution
      8. 6   Measurement of performance
      9. Example 1
      10. Example 2
    2. 5 The skills to sell exceptional brands
      1. Communicating with customers
      2. 1   Summarise the situation
      3. 2   State the idea
      4. 3   Explain how it works
      5. 4   Reinforce key benefits
      6. 5   Close—suggest an easy next step
      7. 1   Summary close
      8. 2   Assumptive close
      9. 3   Alternative close
      10. 4   Special benefits close
      11. 5   Fear close
      12. 6   Minor point close
      13. 7   Reference close
      14. 8   Concession close
    3. 6 Packaging the skills to equip the organisation
      1. Why is the way that learning is packaged so important?
  10. Part III My line manager is my coach and mentor
    1. 7 Inspirational sales leadership
      1. 1   The coaching circle
      2. 2   Behavioural principles
      3. 3   Giving effective feedback
      4. 4   Planning coaching interventions
      5. Step 1: Assess performance
      6. Step 2: Identify the gap
      7. Step 3: Give feedback
      8. Step 4: Agree actions
      9. Step 5: Set objectives
    2. 8 Lost in translation
    3. 9 Putting it all together
    4. 10 Not sure/want to learn more
      1. Publications
      2. Illustrations
      3. Fancy a go yourself?
      4. Accessing a component of my inspiration
      5. Personalising your learning