Quick Guide - How Top Salespeople Sell

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This 30-page article bears from my research, consulting, direct selling experience and coaching within global corporations over a twenty year period. The companies I worked for directly, or in a freelance capacity with, included: IBM, Cisco, Accenture, Xerox, American Express, Standard Chartered, BP and Reckitt Benckiser.Within you will discover how and why top salespeople outsell 'moderates'.Summary bullet-points:• Customers fundamentally only ask four questions: 1. Do I trust you? 2. What value do you bring to the table? 3. Are you the right person/organisation to do business with? 4. How does it work (i.e. feature/benefits) or how will we work together?• Moderate performing salespeople often answer these four questions in reverse order.• Top performers do things better and differently; they... - Focus firstly on Questions 1 and 2- Ask better questions that nurture insight and instil passion- Guide customers sensitively on a spiral journey in and out of the problems they face. The dualistic nature of this journey inspires action.- Engage the customer to evaluate the consequences of both action and inaction.- Understand and apply what CxOs expect and value from business relationships• Top salespeople know the answer to a CEO’s first question, “Why am I, personally, talking to you?”• The future of sales will rely more on truth than trust• To raise your organisation's like-for-like sales performance by 20-30% or more