ListenSelling
Table of Contents
Page
Chapter 1: What is Selling?.......................................................................................................... 5
What is Selling?................................................................................................................. 8
Who is a Salesperson?.................................................................................................... 9
Sales Terms and How We Will Use Them................................................................... 10
Statistics about Sales..................................................................................................... 11
Common Steps in the Sales Cycle............................................................................... 12
A. Prework........................................................................................................... 12
B. Identifying Prospects...................................................................................... 13
C. Qualifying Prospects...................................................................................... 13
D. Determining Needs and Connecting Benefits ........................................... 15
E. Answering Objections.................................................................................... 16
F. Closing the Sale.............................................................................................. 17
G. Delivery, Referrals, and Follow-Up............................................................... 18
Chapter 2: The Process of Communication............................................................................. 23
What is Person-to-Person Communication?............................................................... 26
Communication Process Model ................................................................................... 27
Encoding.............................................................................................................. 28
Verbalization........................................................................................................ 30
Transmission Steps............................................................................................ 31
Hearing................................................................................................................. 32
Decoding.............................................................................................................. 33
Chapter 3: Effective Listening Skills......................................................................................... 37
Active vs. Passive Listening.......................................................................................... 40
Listening Skill # 1: Skillful Questions............................................................................. 42
Listening Skill # 2: Paraphrasing................................................................................... 44
Listening Skill # 3: Empathic Listening......................................................................... 46
Listening Skill # 4: Other Clues ..................................................................................... 48
Barriers to Effective Listening........................................................................................ 51
A Point About Enthusiasm............................................................................................. 52
Personalized Listening Effectiveness Assessment ................................................... 53
ListenSelling
Table of Contents
Page
Chapter 4: The Power of ListenSelling..................................................................................... 55
What is ListenSelling?.................................................................................................... 58
How to Use ListenSelling to Sell Ideas, Products, Services,
and Solutions............. 59
The Role of Rapport........................................................................................................ 60
ListenSelling in Prework................................................................................................. 62
ListenSelling in Identifying Prospects........................................................................... 63
ListenSelling in Qualifying Prospects............................................................................ 64
Prospect Attributes............................................................................................. 66
Uncovering Buying Procedures......................................................................... 67
ListenSelling in Determining Need and Connecting Benefits.................................... 70
Connecting Strategy........................................................................................... 72
ListenSelling in Answering Objections.......................................................................... 77
No Ping-Pong...................................................................................................... 84
Avoid Objections Altogether!............................................................................. 84
ListenSelling in Closing the Sale................................................................................... 85
Buying Strategy Review...................................................................................... 88
Pro/Con Close..................................................................................................... 89
ListenSelling in Delivery, Referrals, and Follow-Up .................................................... 90
Other Selling Tips............................................................................................................ 92
Chapter 5: Class Exercises and References........................................................................... 95
Exercise 1........................................................................................................................ 96
Exercise 2........................................................................................................................ 97
Exercise 3........................................................................................................................ 98
Exercise 4........................................................................................................................ 99
Exercise 5...................................................................................................................... 100
Role Play A & B............................................................................................................. 101
Role Play C & D............................................................................................................ 106
References................................................................................................................................ 111