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Методички
SPIN method, 54 Spiro, Rosann, 46, 51 sponsors, within account, 20-24, 74-75 stereotypes of obnoxious salesperson, 15-16 as sales trap, 3 strategies for complex sales, 23 selection, 4 subjectivity, 78, 79-80, 81-82 success factors, 51-52, 139-140 Summers, Jill, 161 superstars, 52-53 support model, 61 surveys, 154, 165 Taylor, Shelley, 159 team selling, 13, 160-161 technology, new, 92 telemarketing, 156 terms and conditions, 80 theory of action, 169n.4 thinking style, 52 and questions, 116-119 Thor, Karen, 64 timing of closing, 132-136 of investigative stage, 112-113 of solutions, 86, 106-110, 140 top performers advice from, 138-139 best practices, 165 characteristics, 51-52 as coaches, 4, 137-141 and feedback, 54 identifying, 35 as managers, 142 recruiting, 33-34 research on, 47 see also superstars training academic, 34, 43-50 adaptive approach, 61-63 approach validation, 140-141 attitudinal method, 60-61 for beginners, 66-68 and behavioral change, 66-67 and business knowledge, 164-165 content, 64 cross-department, 35 customization, 59, 164, 165 follow-up, 129-131 function, 57-58 future trends, 164 learning style approach, 63 for managers, 143 needs-based, 63 as principle, 8 transactional sales and activity, 41, 132-136 and Internet, 151-155 transactions, online, 158 troubleshooting, 148 trust, 62-63 understanding, 82-83, 116-119, testing, 32 universities with sales courses, 48-49 with sales major, 47 University of Akron, 47, 49 users, 73 value creation of, 69-71 and decision criteria, 82 and decision-makers, 72 and field personnel, 157-158 and information, 84-87, 103-104 versus price, 88-93, 94-96 and solutions, 109 values, 59, 71 verbal skills, 53-54, 61, 137-138 warranties, 80 Web sites, 158 Webster, Fred, 99 Weitz, Barton, 46 Wilson Learning Systems, 46, Woods, Susan, 54, 79 writing skills, 150 Wunderman, Lester, 154 Xerox Corp., 13, 45, 144, 160 training retention study, 64 see also Professional Selling Skills (PSS) about the author Dick Canada, Executive Director of the Institute for Global Studies at Indiana University, is recognized as one of the countrys leading experts in the area of improving field sales force effectiveness and productivity. Canada began his sales career with Procter & Gamble, then joined Xerox to become Manager of Training and Development at its international training center. After leaving Xerox, he founded The Dartmouth Group, Ltd., which specializes in sales research and the development of sales models to improve productivity for companies involved in high-level selling. Canada is currently a full-time member of the marketing faculty at the Kelley School of Business, Indiana University, where he has taught for 16 years. He has received many awards for classroom facilitation, including IUs Student Choice Award, which is presented to the top three professors at the university. He also pursued postgraduate studies at Indiana University and studied strategic marketing at the Tuck School of Business at Dartmouth College. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 [ 61 ] |