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AdverSelling: How to Build Stronger Relationships and Close More Sales by Applying 26 Principles from Successful Advertising Campaigns

AdverSelling: How to Build Stronger Relationships and Close More Sales by Applying 26 Principles from Successful Advertising Campaigns

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Описание
AdverSelling helps experienced sales people become more productive by applying twenty-six principles from successful advertising campaigns. For more than a century, advertisers have discovered, tested, and refined powerful techniques to persuade people to buy. But most sales people - and their managers - don't use these principles consistently or fully benefit from their power.

This book will help sales people use these powerful principles more effectively, and get more out of them. It provides detailed guidance for applying such AdverSelling principles as "attract attention," "be optimistic and credible," and "dramatize the dull" to increase the effectiveness of every email sales people send, every phone call they make, and every meeting they attend.

Each chapter begins with a discussion of classic ads illustrating the principle, such as the lonely Maytag repairman (less is more), de Beers' "Diamonds are forever" (add value), or Clairol's "Does she… or doesn't she?" (stimulate curiosity). This is followed by a discussion of how the principle is applied to sales, such as how to develop an elevator speech for "less is more" and improve partnering for "add value." Finally, a bulleted list of "Reminders" in each chapter will help sales people apply the principle more consistently.

The research-based AdverSelling process is being used at companies like Verizon, TD Waterhouse, and the Bank of New York to produce immediate and practical results. Whether you're just getting started in sales or a top producer, this book can help you change your behavior immediately, starting with tasks that will have the greatest impact on sales.