Foreword
Preface
Chapter 1: Sales Winners Sell Differently
Chapter 2: What Is Insight Selling?
Chapter 3: Insight Selling and Value
Chapter 4: Insight and Level 1: Connect
Chapter 5: Insight and Level 2: Convince
Chapter 6: Insight and Level 3: Collaborate
Chapter 7: On Trust
Chapter 8: Profile of the Insight Seller
Chapter 9: Insight Selling Mistakes
Chapter 10: Buyers Who Buy Insights
Chapter 11: Getting the Most from Sales Training
Epilogue
Appendix
About RAIN Group
About the Authors
Index
End User License Agreement

List of Illustrations

Figure 1.1 3 Levels of RAIN Selling^SM
Figure 1.2 Differences between Winners and Second-Place Finishers
Figure 1.3 Changes to Solutions Sales’ Basic Premise
Figure 1.4 Components of 3 Levels of RAIN Selling^SM
Figure 1.5 At What Stage of the Buying Process Do Buyers Find It Most Useful to Engage with Sales Reps?
Figure 1.6 Insight across the 3 Levels
Figure 2.1 Buyers Don’t Know about Difference Sellers Make
Figure 2.2 Consulting Firm Example
Figure 3.1 How Effective Is Your Company’s Process to Internally Assess and Evaluate Additional Value You Can Bring to Strategic Accounts?
Figure 3.2 How Effective Is Your Company’s Process to Work Collaboratively with Your Strategic Accounts to Cocreate Value in New, Innovative Ways?
Figure 3.3 Three Legs of the Value Proposition Stool
Figure 3.4 Risk and Reward
Figure 3.5 The Seller Has Significant Impact on Whether Buyers Lean toward Seeing an Investment as Good or Bad
Figure 3.6 Risk and Insight Selling
Figure 4.1 Level 1: Connect
Figure 4.2 When Sellers Build Personal Connections, It Lays the Foundation for Trust and Opens the Door to Providing Maximum Business Value
Figure 4.3 The More Trust You Build, the More Buyers Are Open to Gaining Insight from You
Figure 4.4 Sales Winners Make Strong Personal Relationships at More Than Double the Rate of Second-Place Finishers
Figure 4.5 Role of Liking in Developing Trust
Figure 4.6 Seller Delivers Value But Leads Interactions in a Way That Builds Personal Connections. Personal Relationship Is the Outcome of Successful Business Interactions
Figure 4.7 Relationship Strength
Figure 4.8 Winners Are Better at Understanding Needs and Crafting a Compelling Solution Compared to the Second-Place Finishers
Figure 4.9 Guiding Buyers out of the Comfort Zone
Figure 5.1 Level 2: Convince
Figure 5.2 A Convincing Story Framework
Figure 5.3 Focus on the Buyer’s Point of View
Figure 5.4 Dissatisfaction—Name the Adversary
Figure 5.5 Desire—Establish the Destination
Figure 5.6 Customize for the Buyer
Figure 5.7 Substantiate Your Claims
Figure 5.8 Substantiation = Risk Reduction
Figure 5.9 Invite Collaboration
Figure 6.1 Level 3: Collaborate
Figure 6.2 Top Two Things Winners Do Differently: Educate and Collaborate
Figure 6.3 High Performers Compared with Average/Below Average Performers
Figure 6.4 Process to Work Collaboratively with Accounts to Cocreate Value
Figure 6.5 PATHS to Action^SM
Figure 8.1 Insight Seller Attributes
Figure 9.1 Top 10 Mistakes with Greatest Impact on Purchase Decision
Figure 10.1 Buying Modes and Nonbuying Modes
Figure 10.2 Problem-Solving Mode
Figure 10.3 Future-Seeking Mode
Figure 10.10 Buyer Personas and Insight Selling
Figure 10.4 Decisive Danielle
Figure 10.5 Consensus Claire
Figure 10.6 Relationship Renee
Figure 10.7 Skeptical Steve
Figure 10.8 Analytical Al
Figure 10.9 Innovator Irene
Figure 11.1 RAIN Selling Methodology Built into a Major CRM System
Figure 11.2 Learning Effectiveness: During and after Instructor-Led Training
Figure 11.3 Impact of Reinforcement in 835 Organizations That Recently Employed Sales Training
Figure 11.4 What Happens When Capability, Attributes, Action, and Evaluation Work Together
Figure A.1 RAIN Selling^SM

List of Tables

Table 2.1 Distinctions between Interaction Insight and Opportunity Insight

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Guide

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