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Оглавление - SPIN В2В
How to sell at a high price to an unmotivated client
- A L E X E Y O S I P E N K O SPIN SELLING
- SALES TECHNOLOGY · BOOK ONE
- Chapter 1. The Dog on a Nail, or Why a Brilliant Presentation Doesn’t Sell
- 1. The Peddler on the Commuter Train
- 2. What You’re Fighting For: Point A and Point B
- 3. Loader or Salesperson?
- 4. Where SPIN Lives: The Five Stages of a Sale
- 5. Need and Problem: Learning to See Underwater
- 6. The Salesperson’s Weapon: Strong Questions
- 7. The Dog on a Nail
- 8. Four Letters: Meet SPIN
- 9. A Session With the Psychologist: Test SPIN on Yourself
- 10. Fitting It for Money: The First SPIN in a Real Sale
- Chapter Assignment
- Chapter 2. The SPIN Daisy, or What the Nail Costs
- 1. «Thundering and Blazing»: Why Pressure Is Not SPIN
- 2. The Scales in the Client’s Head, or Whose Problem Your Price Is
- 3. What You Actually Sell
- 4. The SPIN Daisy: Six Punches Instead of One
- 5. The Daisy in Action: Two Breakdowns and One Subtlety at the Finish
- 6. The Matrix of Pains: The Map the Osteopath Strikes By
- Chapter Assignment
- Chapter 3. The Buyer Interview Table, or The Questions That Do Sell
- 1. Sequences: A Punch to the Body, a Punch to the Head
- 2. The Buyer Interview Table: What You Need to Understand About the Client
- 3. Situation and Urgency: What Brought the Person to the Counter
- 4. Budget: The Triple Fork
- 5. Background Motivation: What People Pay 90% of the Price For
- 6. The DM and the Real DM: Who You’re Actually Talking To
- 7. The Assembly Point: The Script, the Folder, and Long Sales
- Chapter Assignment
- Chapter 4. Five Stages and the First Thirty Seconds, or How to Turn a Detractor into a Promoter
- 1. The Whole Map: Where the Salesperson Lives
- 2. The Fight Plan and the Weak Link
- 3. The Goals of the Five Stages: What Must Happen at Each
- 4. Loyalty: Promoter, Neutral, Detractor
- 5. The First Thirty Seconds: The Little Case of Keys
- 6. The Psychology of the Hook: Parent, Adult, Child
- 7. Compliments and the One Question That Opens Anyone
- Chapter Assignment — and the Book’s
- The SPIN Master’s Checklist