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Behavioural Selling
A new book published by:
authored by
Keith Dugdale and
David Lambert |
The book is scheduled for publication in early 2007.
If you have any questions for the authors please email them direct or click on the website addresses below:
david.lambert@mentaction www.mentaction.com
keithdugdale@inparallel.com.au www.inparallel.com.au
Click here to view the contents page.
This new book challenges the way that people sell, or maybe more accurately the way that
salespeople "push".
At some point, most of us have been on the receiving end of "push" selling.
It doesn't feel good. And, in today's world of choice, it doesn't work either.
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The
old
way |
U Owe Me.
I have the product or service that you need and I have the technical data, value proposition, objection handling strategies and closing techniques to convince you to buy – to win. I've done my research and I've rehearsed my sales pitch 100's of times. I've worked hard at this - I want that order.
U Owe Me. |
|
The
new way |
I Owe U.
I want to help you achieve your goals, using my knowledge, experience and networks.
oWe collaborate, agreeing at all times on the best way forward - with or without my direct involvement.
U are giving me your time; information about your needs and goals; and hopefully, at some point, you will give me some business.
As a consequence I Owe U. |
Is this book for you?
This book is aimed at anyone who sells. Sells a product; sells a service; or sells their ideas
(to buyers or to colleagues).
Specific audiences for the book include:
- Anyone with a direct need to sell
- Anyone with a team or organisation who needs to sell
- Anyone who wants to improve their own ability to develop deep business relationships
- Anyone wanting to improve communication skills within a team or organisation
In our experience working with industries which include banking, legal, fashion, technology, oil and gas, entertainment, accounting, retail and logistics, we hear consistently of a gap in the sales approach. The gap shows up when you win a job - but you're not sure why, or when a job is lost and all you're told is that your price was too high. The "gap" concerns personality and behaviour, and it is this gap that I Owe U addresses.
There is a saying, too often forgotten, that people like to buy, they do not like to be sold to. Buyers make choices and, as Ford Harding (in Rain Making) reminds us, they choose
"based on feelings and use facts to justify the way that they feel."
I Owe U recognises the need for a "feelings" mindset, delivering a refreshing new approach to selling that is as rewarding for the buyer as it is for the seller.
The approaches in this book have been applied across many industries and in more than 50 countries.
Language is not an issue, since it is human beings and how they think and behave that we are dealing with, not the words they use.
Equally, although culture plays a part in the social norms of the sales interaction, particularly at the start, experience shows that the I Owe U approach is applicable across cultures.
Format of the book
Research shows that the move from a product selling approach to a relationship-based selling approach is the hardest behavioural shift a salesperson ever has to make. Because of this we have provided case studies, exercises and self “tests” throughout the book.
Our aim is to take readers on a journey. A journey that involves building solid working relationships where buyers see salespeople as helpful, knowledgeable partners. Someone they trust and want to work with.
Certain chapters focus more on the rationale and thinking behind I Owe U to help readers develop an understanding of the mindset required. Other chapters focus more on developing core I Owe U skills. To practice the skills without developing the mindset is a sham. Buyers will see through it. Mindsets and skillsets must be aligned.
To get a better idea of the full content and scope of the book,
please click here to view the contents page.
