The I Hate Selling Book : Business-Building Advice for Consultants, Attorneys, Accountants, Engineers, Architects, and Other Professionals

442 Pages·1994·1.27 MB·English

by  Allan S. Boress

The "I Hate Selling" Book : Business-
building Advice for Consultants, Attorneys,
title:
Accountants, Engineers, Architects, and
Other Professionals
author: Boress, Allan S.
publisher: AMACOM Books
isbn10 | asin: 0814402453
print isbn13: 9780814402450
ebook isbn13: 9780814424193
language: English
Selling, Consultants--Marketing,
subject
Professions--Marketing.
publication date: 1995
lcc: HF5438.25.B665 1995eb
ddc: 658.85
Selling, Consultants--Marketing,
subject:
Professions--Marketing.
Page iii
The "I Hate Selling" Book
Business-building Advice for Consultants, Attorneys,
Accountants, Engineers, Architects, and other
Professionals
Allan S. Boress
Page iv
This publication is designed to provide accurate and authoritative
information in regard to the subject matter covered. It is sold with the
understanding that the publisher is not engaged in rendering legal,
accounting, or other professional service. If legal advice or other
expert assistance is required, the services of a competent professional
person should be sought.
Library of Congress Cataloging-in-Publication Data
Boress, Allan S.
The "I hate selling" book: business-building advice for
consultants, attorneys, accountants, engineers, architects, and
other professionals / Allan S. Boress.
p. cm.
Includes bibliographical references and index.
ISBN 0-8144-0245-3
1. Selling. 2. ConsultantsMarketing. 3. Professions-
-Marketing. I. Title.
HF5438.25.B665 1994
658.85 -dc20 94-33738
CIP
© 1995 Allan S. Boress.
All rights reserved.
Printed in the United States of America.
This publication may not be reproduced, stored in a retrieval system,
or transmitted in whole or in part, in any form or by any means,
electronic, mechanical, photocopying, recording, or otherwise,
without the prior written permission of AMACOM. a division of
American Management Association, 1601 Broadway, New York, NY
10019.
Printing number
10 9 8 7 6 5
Page v
To
Dad
My hero.
Page vii
CONTENTS
Preface: How This Book Will Help You Become New- ix
Business Driven
Acknowledgments xix
Part One: Professionals and Selling 1
1 3
Why Service Providers Don't Sell More Business
2 10
The Eight Universal Traits of the Top Business Producers
in the Professions
3 18
Selling Ain't MarketingBut You Need Both to Survive in
the 1990s and Beyond
4 23
The Three Biggest Mistakes Professional Service
Providers Makeand the Easy Way to Avoid These Costly
Blunders
Part Two: The Sales Examination 31
5 33
Conducting a Sales Examination: The Six Diagnostic Tests
to Determine Whether a Client Is Sold 90 Percent of the
Time
6 40
Testing for Positive Chemical Reaction
7 55
Tender Loving Care: Satisfying Emotional Needs, Wants,
Desires, and Musts
8 78
Conducting a Financial Diagnostic and Nurturing the
Desire to Pay
9 89
Anatomy of the Decision-Making Lifeline
Page viii
10 107
Looking Good and Locking It Up in the One-Call Sale
11 137
Take Two Aspirins, but I'll Call You in the Morning
12 160
The "I Hate Selling" Professional's Black Bag of
Presentational Tools
13 185
Rx for Sure-Fire Closes-Just What the Professional Orders
Part Three: Enhancing Your Selling 195
14 197
Triumphant Telephone Selling: Reach Out and Touch New
Business Arteries
15 210
The Master "I Hate Selling" (Hey, This Could be
Addictive) System in Action!
Index 217
Page ix
PREFACE: HOW THIS BOOK WILL HELP YOU
BECOME NEW-BUSINESS DRIVEN
This is not a rehash of some sales book you've already read; rather, it
was designed from scratch with you in mind. This book offers you a
systematic approach to selling, one that has proved to be a real winner
for people who sell services (rather than tangible items).
I wrote this book to help you and other professional service providers
avoid the pain and suffering I experienced in the process of building
my business. The skills and strategies presented will work for any
professional service provider, including architects, accountants,
doctors, attorneys, engineers, consultants, and those selling
professional services for companies. Even those interested in
changing jobs will benefit from this book. I created it to show you
how to become a master of the art of selling professional services.
I wrote it for people who hate sellingas I dobut who have to do it
anyway.
Specifically, in this book you'll discover how and where to:
Sell more business by being a better qualifier, presenter, and closer
Spot many more sales opportunities
Outsell the competition in a competitive situation
Boost your closing percentage to over 90 percent
Get buyers to dose themselves
Find new business right now