Sales Therapy: Effective Selling for the Small Business Owner

2 Selling Snow to the Eskimos.

3 Putting the Relationship First.

4 Deconstructing the Myth of Benefit Selling.

Part I: The buyer’s motivation.

Part II: Benefi ts don’t work.

5 Stop Using Benefits – Start Using Problem Maps™.

6 Why the USP Stops you Selling.

7 Your Emotional Selling Point and Giving Value.

8 Building Pipeline.

Part I: Managing the process.

Part II: Engaging your prospect.

9 Routes to Market.

10 Empowering your Buyer.

11 Understanding your Purchasers.

12 Asking Questions – the Diagnosis.

Part I: The doctor/patient relationship.

Part II: The fallacy of open and closed questions.

Part III: Clarity using Problem Maps™.

Part IV: Problems and solutions are not enough.

13 When It’s Time to Talk.

14 Objections and Concerns.

15 Traditionally It’s Called Closing.

16 Following Up – Continuing the Relationship.

Epilogue.

Index.