The First Conversation

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?

• Spends the first meeting presenting the product, then learns there is no need.
• Asks questions the buyer can answer instantly and that reveal nothing.
• Avoids asking about budget and authority, and finds out late they were talking to the wrong person.
• Writes notes from memory afterwards, and a week later can't recall what was said.

Each chapter answers one question

1. Chapter 1: Must a good first meeting end in a sale?

   By the end of the first meeting, which three things must I know?

   The goal of the first meeting is not to sell but to know whether to continue.

2. Chapter 2: Do buyers tell the truth about what they want?

   Am I asking customers what they did, or what they think?

   Questions about the past get real answers; questions about the future get polite ones.

3. Chapter 3: Why do urgent problems keep getting postponed?

   How much is this problem costing them?

   A problem without a number is a problem that will be postponed indefinitely.

4. Chapter 4: Is asking about budget early too pushy?

   When do I ask about the decision-maker and the budget?

   The two hardest questions get more expensive the longer you wait to ask them.

5. Chapter 5: Is walking away early a loss?

   What signs tell me I should stop here?

   Disqualifying a poor-fit opportunity early is the fastest way to raise your close rate.