Consultative Selling: The Hanan Formula for High-Margin Sales at High Levels

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9780814472156: Consultative Selling: The Hanan Formula for High-Margin Sales at High Levels

"For more than two decades, Consultative Selling(TM) has enabled sales professionals around the world to achieve unprecedented success by helping their clients make more profitable business decisions. The Seventh Edition gives you the tools to continue bringing superior results to 21st Century organizations--and take your own career to a new level. Packed with strategic sales techniques, a step-by-step implementation guide, and case studies of companies--including IBM, Hewlett-Packard, American Airlines, and Motorola--Consultative Selling(TM) shows you how to develop long-term, continuing relationships with customer operating buyers, instead of just vending to purchasers. By selling improved customer profits, rather than products or services, you'll be a driving force in making your clients more competitive. New and updated topics include e-commerce, selling to outsourcers, strategies for providing reassurance to customers--even in an uncertain economic climate--and more. In addition to offering new and advanced selling strategies, Consultative Selling(TM) still gives you Mack Hanan's proven techniques to help you: Close major sales fast by avoiding traditional price negotiation Maintain high customer satisfaction by generating greater returns on their investments Control the costs of sales by condensing the selling cycle Identify key information sources for lead targeting Coordinate with value-added resellers who are key players in your go-to-market strategy (so you can present a united front to customers) Beat out the lower-price bidders who traditionally make the sales to not-for-profits and government agencies Apply consultative selling techniques to any product or service, in any industry--and calculate the value added by your consultative approach Offering the same great features that have accelerated sales professionals' careers since its original publication, this brand new edition of Consultative Selling gives you the tools you'll need to truly maximize your success. Over 100,000 copies sold! Sales expert Mack Hanan has shown tens of thousands of salespeople how to boost their profits by repositioning themselves as consultants out to help their clients' businesses grow. Consultative Selling (TM) gives readers the tools to partner with customers rather than just vending to purchasers, maintaining high customer satisfaction, even while under pressure to make quota each quarter. Providing a highly specific and consistently successful approach to sales, this revised edition is packed with new, more advanced strategies and techniques for applying consultative selling, including: * outsourcing * Internet sales * gainsharing as an alternative to price * value-added reselling * cost-control purchasing * and more The book still includes the same great features that have made it a steady seller for over two decades -- from a step-by-step implementation guide to case histories of methods and results in multiple industries. Packed with strategic sales tools, Consultative Selling(TM) is still a one-of-a-kind way for sales pros to maximize profits while helping their customers take their businesses to new levels."

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From the Inside Flap:

What if you could raise your margins from 0.80 percent to 350 percent of sales, your average dollar value per sale from $350,000 to $1.25 million, and your average annual revenue per sales representative from $150 million to $450 million—all without innovating your technology or renovating your product or service? This is Mack Hanan’s challenge, which he calls his Norm Challenge because it is based on the outcome norms of businesses that convert to his proprietary strategies of Consultative Selling™.

The sustainable results of the hundreds of Fortune 500 corporations that endorse Consultative Selling have made traditional benefit-and-features selling obsolete. Hanan’s approach transforms the sales process from a tradeoff of product-performance-for-price to one of improved customer profit and margins. In other words, added margin becomes the tangible benefit that the consultative seller provides to the customer.

For forty years, Mack Hanan’s Consultative Selling has empowered hundreds of thousands of sales professionals to reap maximum success. Updated and revised, the eighth edition precisely matches its format and content to the disruptive demands of the 21st century business environment.

This classic resource shows you how to develop long-term, continuing relationships with customer operating managers, instead of just vending to purchasers. Filled with strategic sales techniques, a step-by-step implementation guide, and case studies of companies—including IBM, Hewlett-Packard, American Airlines, Motorola, Xerox, NCR, GM, and Boeing—the book reveals how you can supercharge your bottom line by selling improved customer profits rather than products or services and become a driving force in making your clients more competitive.

You’ll learn how to:

· Close major sales fast by avoiding traditional price negotiation

· Identify key information sources for lead targeting

· Maintain high customer satisfaction by generating greater returns on their investments

· Beat out the lower-price bidders who traditionally make the sales to not-for-profits and government agencies

· Control the costs of sales by condensing the selling cycle

The eighth edition features brand new sections on building and using consultative databases for value propositions and proof of performance; using consultative selling strategies on the Web; studying your customers’ cash flows to win proposals; creating a two-tiered sales model to separate consultative sales from commodity sales; and coping with—and reversing—the occasional “no.”

Filled with powerful consulting tactics that will make your customers’ competition—and your own rivals—competitively disadvantaged, Consultative Selling is a crucial resource for those who want to become an essential component of how their customers do business.

Mack Hanan is an international consultant, trainer, and lecturer on accelerated business growth. He invents unique strategies that focus on the three key pressure points of growth: top management, profit-center management, and sales management. In each of these critical success operations, he counsels, trains, and lectures. His expert system in Consultative Selling is a comprehensive online training and implementation program that can be previewed at www.mackhananconsultativeselling.com. In addition to previous editions of this book, he is the author of Competing on Value (with Peter Karp), Growth Partnering, and Sales Shock!

From the Back Cover:

If you’re tired of taking an outsider’s approach to the sales process—trying to get past gatekeepers who look at purchasing decisions on a case-by-case basis, simplistically judging your products’ or services’ value and comparing them to your competitors’—it’s time to change your mindset. Consultative Selling shows you how to move beyond looking at yourself as a vendor and instead partner with your clients, helping them to make profit-improving business decisions validated by their return on investment.

Providing a highly specific and consistently successful approach to sales, this revised edition is packed with new, more advanced strategies and techniques as well as the methods that have transformed countless other salespeoples’ careers since the book’s original publication.

Packed with new partnering strategies, cost/benefit analysis templates, detailed monetized value proposition models, outcome-based branding approaches, and powerful consulting tactics, the eighth edition of this classic guide gets you past the gatekeepers, enabling you to reap the rewards of long-term, increasingly profitable business relationships.

Praise for Previous Editions of Consultative Selling:

“A major breakthrough in the way goods and services [are] sold. When Mack Hanan speaks, we should all listen — really listen.” — Selling Magazine

“An all-time favorite of salespeople everywhere. Buy this book.”— Paul Tulenko, syndicated columnist

“A groundbreaking book.” — Sales and Marketing Strategies & News

“Everything is aimed at showing customers how a transaction with you will either reduce their costs or increase their revenues. Hanan gives detailed examples of his profit improvement plans and how the most mundane product or service can be proposed as a profit-making investment for a customer.”— Kevin Pierce, Fort Myers News-Press

“Hanan offers the same in-depth, easy-to-follow plan that has made Consultative Selling the classic in its field. Everything you will need to know about changing your sales relationship from vendor/customer to consultant/client is explained precisely. Hanan literally wrote the book on the subject.” — Sales Doctors Magazine

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