The Science of Selling: Proven Strategies to Make Your Pitch, Influence Decisions, and Close the Deal

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The Revolutionary Sales Approach Scientifically Proven to Dramatically Improve Your Sales and Business Success

Blending cutting-edge research in social psychology, neuroscience, and behavioral economics, The Science of Selling shows you how to align the way you sell with how our brains naturally form buying decisions, dramatically increasing your ability to earn more sales. Unlike other sales books, which primarily rely on anecdotal evidence and unproven advice, Hoffeld’s evidence-based approach connects the dots between science and situations salespeople and business leaders face every day to help you consistently succeed, including proven ways to:

- Engage buyers’ emotions to increase their receptiveness to you and your ideas
- Ask questions that line up with how the brain discloses information
- Lock in the incremental commitments that lead to a sale
- Create positive influence and reduce the sway of competitors
- Discover the underlying causes of objections and neutralize them
- Guide buyers through the necessary mental steps to make purchasing decisions

Packed with advice and anecdotes, The Science of Selling is an essential resource for anyone looking to succeed in today's cutthroat selling environment, advance their business goals, or boost their ability to influence others.

**Named one of The 20 Most Highly-Rated Sales Books of All Time by HubSpot
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About the author

DAVID HOFFELD is the CEO and chief sales trainer at Hoffeld Group, one of the nation’s top research-backed sales and consulting firms. A sought-after sales thought leader and speaker, David has worked with clients ranging from small and medium businesses to Fortune 500 companies. He is a contributor to Fast Company and has been featured in Fortune, U.S. News and World Report, The Wall Street Journal, CBS Radio, Fox News Radio, and more. With a robust following on Twitter and a popular YouTube channel, David has built a loyal audience as a trusted resource for sales and business leaders. To learn more about his work, visit his website at www.HoffeldGroup.com.


From the Hardcover edition.
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3.7
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Additional Information

Publisher
Penguin
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Published on
Nov 15, 2016
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Pages
288
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ISBN
9781101993187
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Language
English
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Genres
Business & Economics / Motivational
Business & Economics / Sales & Selling / General
Business & Economics / Skills
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Content Protection
This content is DRM protected.
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Eligible for Family Library

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A Groundbreaking Pricing Model for the New Business Landscape

Why would any customer choose Brand X over Brand Y, regardless of price? In a word: Value.

When customers feel they are getting good value from your product or service, they are more than happy to pay more—which is good news for you and your business. Even in today’s global market—with its aggressive competitors, low-cost commodities, savvy consumers, and intangible digital offerings—you can outsell and outperform the rest using Value-Based Pricing. Done correctly, this method of pricing and selling helps you:

Understand your customers’ wants and needs Focus on what makes your company different Quantify your differences and build a value-based strategy Communicate your value directly to your customers

Now more than ever, it is essential for you to reexamine the reality of the value you offer customers—and this step-by-step program shows you how.

Developed by global consultants Harry Macdivitt and Mike Wilkinson, Value-Based Pricing identifies three basic elements of the Value Triad: revenue gain, cost reduction, and emotional contribution. By delivering these core values to your customers—through marketing, selling, negotiation, and pricing—you can expect an increase in profits, productivity, and consumer goodwill. These are the same value-based strategies used by major companies such as Philips, Alstom, Siemens, and Virgin Mobile. And when it comes to today’s more intangible markets—such as consulting services or digital properties like e-books and music files—these value-based strategies are more important than ever.

So forget about your old pricing methods based on costs and competition. Once you know your own value—and how to communicate it to others—everybody profits.

What's the secret to sales success? If you're like most business leaders, you'd say it's fundamentally about relationships-and you'd be wrong. The best salespeople don't just build relationships with customers. They challenge them.

The need to understand what top-performing reps are doing that their average performing colleagues are not drove Matthew Dixon, Brent Adamson, and their colleagues at Corporate Executive Board to investigate the skills, behaviors, knowledge, and attitudes that matter most for high performance. And what they discovered may be the biggest shock to conventional sales wisdom in decades.

Based on an exhaustive study of thousands of sales reps across multiple industries and geographies, The Challenger Sale argues that classic relationship building is a losing approach, especially when it comes to selling complex, large-scale business-to-business solutions. The authors' study found that every sales rep in the world falls into one of five distinct profiles, and while all of these types of reps can deliver average sales performance, only one-the Challenger- delivers consistently high performance.

Instead of bludgeoning customers with endless facts and features about their company and products, Challengers approach customers with unique insights about how they can save or make money. They tailor their sales message to the customer's specific needs and objectives. Rather than acquiescing to the customer's every demand or objection, they are assertive, pushing back when necessary and taking control of the sale.

The things that make Challengers unique are replicable and teachable to the average sales rep. Once you understand how to identify the Challengers in your organization, you can model their approach and embed it throughout your sales force. The authors explain how almost any average-performing rep, once equipped with the right tools, can successfully reframe customers' expectations and deliver a distinctive purchase experience that drives higher levels of customer loyalty and, ultimately, greater growth.

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