Sales! How to create the most unique commercial DNA

Introduction - Edition 2016 11

Developments 12
Types of revenue 13
Learning organization 15
The entire customer chain: the ultimate customer journey 16
Numbers game and commercial cleverness 16

1 Who are the players in this game? 19

1.1 What do we know about the salesperson? 19
1.2 The customer introduces himself 21
1.3 The manager and the sales organization 23
1.4 A unique and common organizational DNA 32

2 Ingredients for good sales figures 39

2.1 A clear, intelligible and feasible track/strategy 39
2.2 A uniform structure 41
2.3 The sales attitude 46
2.4 The sales process 51
2.5 Preparing the customer contact 56
2.6 The ultimate sales pitch 63
2.7 Elements of a good sales language 68
2.8 Products and services versus 100 per cent of client pains! 69

3 Salesart: speaking the same language 71

3.1 What is Salesart? The seven phases of the meeting 74
3.2 Empathize with the customer 85
3.3 The seven phases of the meeting fully elaborated 89
3.4 The customer already has a quotation 113
3.5 The pain-reliving letter 115
3.6 Trusted advisor/strategic partner 118
3.7 Tenders 119

4 Commercial management information 123

4.1 Uniform terminology in commercial management information 127
4.2 Good commercial management information depends on good input 129
4.3 Establishing the commercial management information 131
4.4 What commercial information do you need? 133

5 Challenging management: what is it and what do you need? 135

5.1 Clarity about the goals and the consequences of underperformance 138
5.2 A good team meeting structure 140
5.3 Challenging individual interviews 146
5.4 Nomen Simulacrum 149
5.5 Other aspects of challenging management 153
5.6 Personal Effectiveness of Managers and the Organic Growth Monitor for commercial staff 161

6 The relationship with the other departments in the company 171

6.1 Sales, marketing and social media 174
6.2 Sales and product development 175
6.3 Sales and recruitment and selection 176
6.4 Sales and the implementation 177

7 Epilogue 179

7.1 Where do you begin if you want to generate sales fast? 179
7.2 Does an improvement process pay off? 180
7.3 Who can help you, as a manager? 181
7.4 Conclusion 186

Appendix 187

Checklist with awareness-raising questions 187

About the managers and directors quoted 189

About the authors 193

About The Brown Paper Company 197

Glossary 203

Afterword 211

Also by Wessel Berkman 213

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