Heavy Hitter Sales Psychology by Martin, Steve -- Read -- Imperial Library of Trantor

Index

Introduction: How to Use This Book Part I—The Foundation of Selling to C-Level Executives 1 Comprehend: Understanding Sales Linguistics

The Customer’s World How People Receive and Transmit Information How Are You Wired? Determining the C-Level Executive’s Word Catalog Language VAK Keyword Count Patterns Sayings and Clichés Speaking Characteristics Rapport Is Harmonious Communication Conclusion

2 Communicate: The Seven Different Languages C-Level Executives Speak

Word Catalog Language Calibrating Eye Movements to Determine Truthfulness Internal Dialogue Language Physical Language Intersecting Activity Language Technical Specification Language Business Operations Language (What Executives Do) C-Level Language (What Executives Want to Do) The Lexical Dictionary: Did I Understand You? Conclusion

3 Calibrate: Fear and Stress Are at the Heart of the C-Level Sell

When Strangers Meet Dominant and Submissive Conversations Fight or Flight All Buyers Are Liars (Even C-Level Executives) The Stressed-Out C-Level Executive What Senior Executives Dread FEAR and FUD Conclusion

Part II—Penetrating the C-Level Executive Suite 4 Control: Three Enterprise Sales Cycles and the Fortress

The Concept of the Metaphor Grand Strategy, Battles, and Battlefield Maneuvers “Direct” Brute Force versus “Indirect” Psychology Renewal, Persuasion, and Creation Enterprise Sales Cycles Charting Your Sales Cycle Position Battlefield Tactics Based on Position Should We Pursue the Deal? Conclusion

5 Consider: Organizational Buying Psychology and Value

Organizational Buying Types Types of Product Value The Bully with the Juice and the Emperor The Coach Conclusion

6 Contact: Strategies to Penetrate the C-Level Executive Suite

Comprehension The “1, 2, 3, Rest, Repeat” Campaign Communication Vehicles Investigative Research Message Structure Conclusion

Part III—How to Convince Company Leaders to Buy 7 Calculate: Preparing Yourself for the C-Level Sales Call

Group Decision-Making Roles C-Level Executive Coping Mechanisms Questions to Ask Your Coach Conclusion

8 Converse: The Successful C-Level Executive Sales Call

The C-Level Executive Model Applying the C-Level Executive Model The Five Steps to a Successful C-Level Sales Call Handling Tough Questions Congruence Conclusion

9 Close: The Conscious and Subconscious C-Level Sell

Who Are You? Customer Metaphors and the Subconscious Mind Structuring the C-Level Presentation The Subconscious Decision Maker Elevator Pitch: Your Words Are Your Weapons You Are a Walking, Talking Metaphor Anchor Yourself to Success C-Level Executive Meeting Preparation Checklist What I Have Learned from Five Thousand C-Level Executives

Epilogue: If Sigmund Freud Was Your Sales Manager Notes Index About the Author