Value-added selling: how to sell more profitably, confidently, and professionally by competing on value, not price

290 Pages·2002·1.02 MB·English

by  Thomas P. Reilly

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SELLING
How to Sell More
Profitably, Confidently, and
Professionally by Competing
on VALUE, Not Price
TOM REILLY
Copyright ©2003 by Tom Reilly. All rights reserved. Manufactured in the United States of America. Except as per-
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DOI: 10.1036/0071416838
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To my parents, John and Mossie Reilly, whose unconditional love and
encouragement sparked in me the desire to dream beyond the obvious and
the courage to chase these dreams
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Contents
Acknowledgments vii
Introduction ix
I Value-Added Selling Philosophy 1
PART
1 The Value-Added Organization 3
2 Value-Added Selling 13
3 The Value-Added Selling Process 35
4 Identify Your Value Added 41
II Value-Added Selling strategies 49
PART
5 Value-Added Target Account Selection 51
6 Target Penetration 59
7 Customer-izing 67
8 Positioning 75
9 Differentiating 81
10 Presenting 91
11 Serving 101
12 Relationship Building 105
13 Tinkering 111
14 Value Reinforcement 117
15 Leveraging 123
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vi Contents
III Value-Added Selling tactics 129
PART
16 Precall Planning 131
17 Opening the Sales Call 137
18 The Needs Analysis Stage 143
19 The Presentation Stage 165
20 The Commitment Stage (AKA Closing) 175
21 Handling Objections 185
22 Postcall Activities 197
IV Value-Added Selling—
PART
special topics 203
23 Hi-Level Value-Added Selling 205
24 Technology: Friend or Foe? 211
25 Sales Letters 217
26 Value-Added Time Management 241
27 Final Thoughts 261
Index 269
Acknowledgments
I want tothank these people who have proved that weis greater than
me: Julie Heyer, a writing coach, whose input added value to this man-
uscript; my staff, Linda and Joann, who have read and reread this man-
uscript and offered their ideas, which generally challenged my ideas;
Charlotte, my wife, whose editing skills are legendary in our company;
Danielle Egan-Miller, my editor at McGraw-Hill, whose faith in this
project was inspiring; and all of the other folks at McGraw-Hill whose
input made this manuscript a quality book.
vii
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