Category Archives: The White and Black

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A Tweet a day – April 2012

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1 – Considering that the first telephone contact requires preparation and qualification, the cold-call does not have any reason to exist. 2 – Have you ever made a presentation using paper and pen and drawing live every “slide”? Do: you will get an incredible involvement. 3 – The business is always the first report. The good relationship, in fact, can only be achieved after demonstrating long-term value 4 – Use selling techniques with customers using purchasing techniques. … Continue reading →

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EXIT THE FUNNEL!

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ESCI DAL FUNNEL!

He’ from my earliest approaches in business and feel that I read as expressions “sales cycle” the “flow selling”. From the technical, or rather ex-engineer, especially at the beginning of my career in sales, I'd agree with that definition: I was convinced that the result of the sale was the result of proper implementation of specific stages each consisting of a specific activity. And the “sales funnel” so widely taught and treated, is nothing other than the vision of the sale, una visione … Continue reading →

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My first 31 tweet – March 2012

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Twitter, endecasillabo modern communication, somewhere between a tag-line elevator pitch and a, is one of the best platforms for learning to be “concisivi”: concise and incisive. I've been training there for a whole month trying to condense, everyday, the concept that inspired me the day, in full 140 characters allowed. Some style citation, Some style slogans, here is my 31 tweet of March, strictly on sales and communication, collected in a single article. Volete … Continue reading →

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The Sale's Abecedarium

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L’abecedario della vendita

After the thousands of acronyms such as AIDA, ISC, SPIN, SNAP, RAIN, it is time to give a complete sale of hornbook 26 points, such as 26 letters of the alphabet.   A as (Alignment) At the top not only because the A is the first letter of the alphabet, but because it is absolutely the foundation on which we base all successful sales organizations: sharing at all levels of the corporate mission. All must work for the same purpose. Dai … Continue reading →

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SELLING INNOVATION – Part one: Responses to questions or give?

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, Working on sales of technology products, often innovative, in recent years I have often questioned the effectiveness of one of the most established and widespread selling techniques: ask questions. “Question and listen!”, “Dig with the questions and try to understand”, “Request more info”, “Learn to manage the difference between closed questions and open questions”. Questions, domande, questions… But we are sure that communication with the customer must be made mostly of questions? The sale is an interview? The sale is an interrogation? Con … Continue reading →

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Le giustificazioni dei venditori: scuse o impedimenti reali?

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Chiamiamoli impedimenti, giustificazioni, difficoltà, ostacoli, sofferenze. Chiamiamoli pure alibi o scuse (come piace ai sales manager). A me piace chiamarli feed-back (o risultati), perchè da pensatore positivo ricavo da difficoltà e insuccessi le aree di miglioramento su cui devo lavorare per vincere le sfide future. Ho provato a classificare le ragioni che rendono arduo il lavoro di vendita in modo non proprio scientifico, forse politicamente scorretto, ma apposta per dissacrarle ed esorcizzarle. Lo scopo non è solo (sor)riderci sopra, but … Continue reading →

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The seller: Uomo-chiave o Uomo-commodity?

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Il venditore: Uomo-chiave o Uomo-commodity?

“La FIAT siamo noi” si leggeva sugli striscioni agli scioperi degli operai, perchè le auto le costruivano loro. He “Il business siamo noi” potrebbero parafrasare i venditori, considerato il fatto che gran parte del giro d’affari mondiale passa attraverso i professionisti della vendita. Ma siamo così sicuri di questo concetto causa-effetto, del decisivo intervento dei venditori per la creazione del business? Oppure i venditori sono semplici mediatori, meri strumenti, puri veicoli? Vi sarà capitato chissà quante volte di vedere un … Continue reading →

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Vendere la Sostanza o vendere i Dettagli?

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Nel business di tutti i giorni ci interroghiamo spesso sul valore del nostro prodotto. Ci chiediamo se, quando riusciamo a venderlo, ne vendiamo la sostanza e il relativo prezzo oppure quel particolare dettaglio che ha fatto la differenza. Dando poco spazio ai dettagli, riduciamo il valore del prodotto a un commodity uguale a tanti altri. Ma oggi la parola d’ordine è differenziare, e dobbiamo anzitutto lavorare sui particolari che ci rendono migliori della concorrenza. Spesso su un solo dettaglio si … Continue reading →