Why People Buy: The Real Reasons Features and Benefits Selling Doesn't Work
Learn the secret of what really drives sales - and how to give people what they need so they want to buy from you. Are you a salesperson who has been hearing too many "We'll think it overs", "Get back to mes", and "We'll let you knows"? If so, you're in good company. Author Greg Nanigian has interviewed thousands of chief executives, sales managers, and salespeople, and found that over 90% of them have exactly the same problem. Why? Because they've been taught to rely on an ineffective traditional selling process, one that includes features, benefits, and free consulting very early in the discussion. This means they present too soon and leave the customer in control of the relationship. As a result, they don't get beyond a superficial discussion of prospects' interests and problems. They also don't uncover the impact of those problems on prospects' companies or families, don't identify the impact on prospects personally, and don't establish prospects' level of commitment to fixing the problem. The bottom line: they never find out the prospects' true feelings-and feelings are where selling takes place. The Sandler Selling System is a tested, proven seven-step process for effective selling. It's fueled by techniques based in psychological models. The cornerstone of the Sandler system is a step in the process called the Pain Step. In Greg Nanigian's new book WHY PEOPLE BUY, you'll discover how you can use the Pain Step to: •shorten your selling cycle, •save time by disqualifying prospects who aren't going to buy, and •improve your closing ratio dramatically. WHY PEOPLE BUY uncovers what really drives sales. It's an accessible, one-volume summary of proven tools and best practices for successfully completing the Sandler Selling System's all-important Pain Step.
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