A top Fortune 500 sales trainer shows how to transform the ugly truth into beautiful sales No Lie--Truth Is the Ultimate Sales Tool introduces salespeople to a powerful new approach to winning customers' trust instantly and selling more, more, more.
Drawing upon his years of experience training sales forces at Xerox, American Express, PepsiCo, Verizon, and other top shops worldwide, guru Barry Maher explains why the most effective salespeople know how to transform their product or service's negatives into positive selling points, or even bragging points. Using fascinating and instructive real-world examples, he describes six proven strategies that let readers:
Win customer trust, instantly, by telling the whole truth about a product
Use that trust to transform a negative into a powerful selling point
Compare a product's shortcomings with a competitor's advantages and come out on top
Convince potential customers that a product's negatives translate into greater success and satisfaction
Contents
Preface Turning Negatives into Selling Points
Chapter 1 Making the Skeleton Dance
Chapter 2 You Are Your Most Important Customer
Chapter 3 Skeleton Protocol Step 1: Becoming Your Most Difficult Prospect
Chapter 4 Skeleton Protocol Step 2: Finding the Positives in Every Negative
Chapter 5 Skeleton Protocol Step 3: There’s a Reason for the Negative
Chapter 6 Skeleton Protocol Step 4: The Negative’s Other Edge
Chapter 7 Skeleton Protocol Step 5: More Expensive, Less Reliable, and Proud of It
Chapter 8 Skeleton Protocol Step 6: Balancing Act
Chapter 9 Skeleton Protocol Step 7: Becoming the Ultimate Benefit
Chapter 10 When the Truth Kills the Sale
Chapter 11 Tell, Sell, the Whole Story, Phinneas
Chapter 12 Become an Expert Witness
Chapter 13 Putting Those Negatives in Perspective
Chapter 14 Sex, Rejection, and Several Assorted Butts
Chapter 15 Give It a Shot: Closing Made Simple
Index
