Showing, Not Telling

Who this book is for

Người bán hàng ở Việt Nam, bán giải pháp cho doanh nghiệp, bán dự án, hoặc bán hàng giá trị lớn cho khách lẻ; từ người bán một mình tới trưởng nhóm vài người. Người đọc là NGƯỜI LÀM NGHỀ: họ mang chỉ tiêu, ăn lương theo kết quả, và thường không quyết được giá.

Sound familiar?

• Demonstrates every feature for fear of missing the one that matters.
• The demo ends with 'we'll review it' and nobody makes contact again.
• The decision-maker isn't in the room; only the researcher attends.
• No idea what the attendees will tell their colleagues afterwards.

Each chapter answers one question

1. Chapter 1: Does showing more features persuade more buyers?

   In this meeting, exactly which parts will I show the customer?

   A good presentation leaves out ninety percent of the product.

2. Chapter 2: Great demo, but was the decider in the room?

   Who is attending this meeting, and is the decision-maker there?

   A presentation to the wrong people is a presentation you will have to give again.

3. Chapter 3: Am I presenting well, or just talking too much?

   How many times do I pause to ask questions in a meeting?

   The more the salesperson talks, the less customers say what they are thinking.

4. Chapter 4: They loved the demo, so why no progress?

   At the end of the meeting, what do both sides agree to do, and on which date?

   A presentation without a specific next step is a presentation that ended the relationship.

5. Chapter 5: Who sells for me after I leave the room?

   What will the attendees tell their colleagues about this meeting?

   The real decision happens in an internal meeting you are not invited to.