Acknowledgments |
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xiii | |
Introduction |
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xv | |
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PART ONE ACCEPT THE CHALLENGE |
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Why Nobody Calls You Back |
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3 | (6) |
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The Overwhelming Corporate Mystique |
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4 | (1) |
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Sail into the ``Perfect Storm'' |
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5 | (1) |
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Stop Sounding Like a Self-Serving Salesperson |
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6 | (1) |
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7 | (1) |
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8 | (1) |
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Doing Business With Big(Ger) Companies |
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9 | (10) |
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The Ecstasy of Corporate Clients |
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10 | (1) |
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The Agony of Corporate Clients |
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10 | (1) |
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Break Big Companies into Bite-Sized Chunks |
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11 | (2) |
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Employ a Foot-in-the-Door Sales Strategy |
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13 | (4) |
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17 | (2) |
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Understand Corporate Decision Makers |
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19 | (10) |
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The World of Corporate Decision Makers |
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20 | (2) |
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They Haven't Got Time for the Pain |
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22 | (1) |
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Know Your Biggest Competitors |
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23 | (1) |
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Mistakes You Don't Want to Make |
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24 | (3) |
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27 | (2) |
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It's All About Making a Difference |
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29 | (12) |
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The New Model for Sales Success |
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30 | (2) |
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You're a Real Differentiator |
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32 | (1) |
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What Decision Makers Want from You |
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33 | (3) |
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Embrace the New Sales Paradigm |
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36 | (2) |
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38 | (3) |
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PART TWO BUILD THE FOUNDATION |
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Targeting: It's Not a Numbers Game |
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41 | (10) |
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Select Your Future Customers |
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42 | (1) |
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43 | (2) |
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Scope Out the Psychographics |
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45 | (2) |
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Evaluate the Enabling Conditions |
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47 | (1) |
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48 | (2) |
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50 | (1) |
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Is Your Value Proposition Strong Enough? |
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51 | (12) |
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Why Elevator Speeches and Unique Selling Propositions Are Both Worthless |
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52 | (1) |
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Weak Value Propositions Are Epidemic |
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53 | (2) |
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Describe Tangible, Measurable Business Outcomes |
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55 | (4) |
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The Irresistible Attraction of Powerful Value Propositions |
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59 | (1) |
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How to Use Your Value Proposition |
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60 | (1) |
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61 | (2) |
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Strengthen Your Value Proposition |
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63 | (12) |
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Find the Power of Your Value Proposition |
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64 | (3) |
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Capitalize on Your Collective Wisdom |
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67 | (1) |
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What if You Don't Have Metrics? |
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68 | (4) |
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Test Your Value Proposition |
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72 | (1) |
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73 | (2) |
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75 | (12) |
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76 | (3) |
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Tap into Online Resources |
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79 | (2) |
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Get Creative to Get the Scoop |
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81 | (2) |
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Watch for Triggering Events |
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83 | (1) |
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84 | (3) |
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87 | (12) |
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Why Most Networking Is a Waste of Time |
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88 | (1) |
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Build Your Networking Foundation |
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89 | (3) |
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Maximize Your Business Connections |
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92 | (1) |
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Create Opportunities with Strategic Alliances |
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93 | (3) |
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96 | (3) |
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PART THREE LAUNCH THE CAMPAIGN |
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Identify Key Decision Makers |
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99 | (10) |
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Define the Elusive Decision Maker |
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100 | (3) |
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Piggyback Off the Names You Uncover |
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103 | (2) |
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Employ Internet Strategies to Identify Decision Makers |
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105 | (2) |
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107 | (2) |
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Stop Waiting for Decision Makers to Call You Back |
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109 | (10) |
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Why You Need an Account Entry Campaign |
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110 | (1) |
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Break Through the Marketing Clutter |
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111 | (2) |
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Pack Your Campaign Tool Kit |
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113 | (2) |
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Implement Your Account Entry Campaign |
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115 | (2) |
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117 | (2) |
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Create Enticing Voice Mail Messages |
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119 | (10) |
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Toss Out the Trite and Traditional |
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120 | (1) |
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What's Enticing to Corporate Decision Makers? |
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120 | (2) |
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Anatomy of an Effective Voice Mail Message |
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122 | (3) |
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125 | (2) |
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127 | (2) |
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129 | (10) |
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Fine-Tune Your Voice Mail Message |
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129 | (2) |
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Take Your Message to the Next Level |
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131 | (1) |
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132 | (3) |
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Evaluate Your Voice Mails |
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135 | (2) |
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137 | (2) |
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Provocative Written Communications |
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139 | (10) |
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Targeted Letters for Targeted Prospects |
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139 | (1) |
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What's Wrong with This Letter? |
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140 | (3) |
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What Makes This Letter Worth Reading? |
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143 | (3) |
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How to Write Customer-Attracting Letters |
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146 | (2) |
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148 | (1) |
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Leverage E-Mail Strategies to Get In |
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149 | (12) |
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Avoid Writing Messages that Get Deleted |
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150 | (2) |
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How to Write Great E-mails |
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152 | (1) |
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Create Messages that Elicit Responses |
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153 | (2) |
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Select Enticing Subject Lines |
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155 | (2) |
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157 | (4) |
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PART FOUR BREAK THROUGH THE BARRIERS |
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Become Irresistible to Decision Makers |
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161 | (12) |
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Get Grounded before You Call |
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162 | (1) |
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163 | (2) |
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Create Conversations, Don't Make Pitches |
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165 | (1) |
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The Business-to-Business Conversation |
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166 | (3) |
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169 | (2) |
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171 | (2) |
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Overcome Obstacles, Eliminate Objections |
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173 | (12) |
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Stop Creating Customer Objections |
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174 | (1) |
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Deal with the Really Tough Objections and Obstacles |
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175 | (2) |
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Brush Off Your Prospect's Brush-Offs |
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177 | (5) |
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182 | (3) |
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Turn Gatekeepers Into Gate Openers |
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185 | (8) |
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How Not to Treat a Gatekeeper |
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186 | (3) |
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Enlist the Support of Gatekeepers |
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189 | (1) |
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190 | (2) |
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192 | (1) |
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193 | (10) |
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Stay in Touch Without Sounding Desperate |
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193 | (2) |
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What to Do When Decision Makers Contact You |
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195 | (2) |
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Prepare Like a Pro for Callbacks |
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197 | (2) |
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When Do You Quit Trying to Get In? |
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199 | (1) |
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200 | (3) |
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PART FIVE ADVANCE THE SALE |
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Plan an Awesome First Meeting |
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203 | (10) |
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Avoid Diarrhea of the Mouth |
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204 | (1) |
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How to Converse with Prospective Customers |
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205 | (2) |
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Engage in Questionable Practices |
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207 | (1) |
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Guidelines for Good Questioning |
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208 | (4) |
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212 | (1) |
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Develop an Unstoppable Momentum |
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213 | (10) |
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Know Where You're Going before You Get There |
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214 | (1) |
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Complete the Sales Call Planning Guide |
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215 | (4) |
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Make Sure You're Set Up for Success |
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219 | (1) |
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220 | (2) |
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222 | (1) |
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223 | (8) |
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224 | (2) |
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Hold Yourself Accountable |
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226 | (2) |
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Remember What's Important |
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228 | (1) |
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229 | (2) |
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APPENDIX A: ACCOUNT ENTRY TOOL KIT |
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231 | (12) |
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Tool 1: Target Market Definition |
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232 | (1) |
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Tool 2: Past Customer Analysis |
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233 | (1) |
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Tool 3: Offering Assessment |
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234 | (1) |
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Tool 4: Personal Credibility Appraisal |
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235 | (1) |
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Tool 5: Clarifying Your Value Proposition |
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236 | (1) |
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Tool 6: Top Ten Targeted Accounts |
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237 | (1) |
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Tool 7: Voice Mail Script Template |
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238 | (1) |
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Tool 8: The Voice Mail Evaluator |
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239 | (1) |
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Tool 9: Sales Call Planning Guide |
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240 | (3) |
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APPENDIX B: RECOMMENDED RESOURCES |
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243 | (2) |
Index |
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245 | |