Stop Selling and Start Leading: How to Make Extraordinary Sales Happen

ISBN-13: 9781119446286 / Angielski / Twarda / 2018 / 224 str.

Kouzes James M.;Posner Barry Z.;Calvert Deb

Opis

In the Age of the Customer, sales effectiveness depends mightily on the buyer experience. Despite the wealth of research documenting the need for creating value in every step of the buyer's journey, sellers continue to struggle with how to create that value and connect meaningfully with buyers. New research with 530 B2B buyers in a 2016 Qualtrics Panel Study reveals the 30 behaviors that would cause buyers to be more likely to meet with sellers and more likely to buy from them. Buyer's preferences are for behaviors that are more often associated with leadership than with sales. This suggests a critical shift in the selling mindset and in the sales role itself is needed, in addition to a behavioral shift, for organizations that want to boost overall sales effectiveness.

Recenzje

"an interesting and accessible meld of leadership and sales concepts." (Winning Edge, July 2018)

Spis treści

INTRODUCTION:

HOW YOU MAKE EXTRAORDINARY SALES HAPPEN 1

WHAT IF SELLERS BEHAVED AS LEADERS? 7

CHAPTER ONE: WHEN SELLERS ARE AT THEIR BEST 9

Redefining the B2B Buyer Experience 10

More of the Same Behaviors Results in More of the Same Reactions 10

Something Different, but What? 10

Lessons from the B2C Customer Experience 13

Meeting the Preferences of Today s Buyers 14

Research Provides a Behavioral Blueprint 15

Findings and Implications 16

The Five Practices of Exemplary Leadership 17

Model the Way 18

Inspire a Shared Vision 19

Challenge the Process 20

Enable Others to Act 20

Encourage the Heart 21

It s Time for Real Change 22

CHAPTER TWO: CREDIBILITY IS THE FOUNDATION OF BOTH LEADERSHIP AND MAKING THE SALE 23

Stereotypical Sales Behaviors Diminish Seller Credibility 24

Credibility Makes a Difference 25

The Prescription for Strengthening Your Personal Credibility 28

PRACTICE 1: MODEL THE WAY 31

CHAPTER THREE: CLARIFY VALUES 33

Find Your Voice 34

Affirm Shared Values 38

Take Action: Clarify Values 44

CHAPTER FOUR: SET THE EXAMPLE 45

Live the Shared Values 47

Teach Others to Model the Values 52

Take Action: Set the Example 57

PRACTICE 2: INSPIRE A SHARED VISION 59

CHAPTER FIVE: ENVISION THE FUTURE 61

Imagine the Possibilities 63

Find a Common Purpose 68

Take Action: Envision the Future 72

CHAPTER SIX: ENLIST OTHERS 73

Appeal to Common Ideals 75

Animate the Vision 79

Take Action: Enlist Others 84

PRACTICE 3: CHALLENGE THE PROCESS 85

CHAPTER SEVEN: SEARCH FOR OPPORTUNITIES 87

Seize the Initiative 90

Exercise Outsight 93

Take Action: Search for Opportunities 99

CHAPTER EIGHT: EXPERIMENT AND TAKE RISKS 101

Generate Small Wins 103

Learn from Experience 107

Take Action: Experiment and Take Risks 112

PRACTICE 4: ENABLE OTHERS TO ACT 113

CHAPTER NINE: FOSTER COLLABORATION 115

Create a Climate of Trust 118

Facilitate Relationships 124

Take Action: Foster Collaboration 128

CHAPTER TEN: STRENGTHEN OTHERS 129

Develop Competence and Confidence 133

Take Action: Strengthen Others 139

PRACTICE 5: ENCOURAGE THE HEART 141

CHAPTER ELEVEN: RECOGNIZE CONTRIBUTIONS 143

Expect the Best 145

Personalize Recognition 150

Take Action: Recognize Contributions 155

CHAPTER TWELVE: CELEBRATE THE VALUES AND VICTORIES 157

Create a Spirit of Community 160

Be Personally Involved 164

Take Action: Celebrate the Values and the Victories 169

CHAPTER THIRTEEN: LEADERSHIP IS EVERYONE S BUSINESS 171

SOURCES AND NOTES 179

Introduction: How You Make Extraordinary Sales Happen 179

Chapter 1: When Sellers Are at Their Best 179

Chapter 2: Credibility Is the Foundation of Both Leadership and Making the Sale 180

Chapter 3: Clarify Values 181

Chapter 4: Set the Example 181

Chapter 5: Envision the Future 182

Chapter 6: Enlist Others 182

Chapter 7: Search for Opportunities 183

Chapter 8: Experiment and Take Risks 183

Chapter 9: Foster Collaboration 184

Chapter 10: Strengthen Others 185

Chapter 11: Recognize Contributions 186

Chapter 12: Celebrate the Values and Victories 186

Chapter 13: Leadership Is Everyone s Business 188

Acknowledgments 189

About the Authors 191

Index 197
 

O autorze

JAMES M. KOUZES is the Dean′s Executive Fellow of Leadership, Leavey School of Business, Santa Clara University, and according to the Wall Street Journal, one of the twelve best executive educators in the United States.

BARRY Z. POSNER, PHD, is the Accolti Endowed Professor of Leadership at the Leavey School of Business, Santa Clara University, where he served for twelve years as Dean of the School.

DEB CALVERT is the founder of People First Productivity Solutions and The Sales Experts Channel, and author of one of HubSpot′s "Top 20 Most Highly Rated Sales Books of All Time."

Blurb

PRAISE FOR STOP SELLING & START LEADING

"Instead of reinforcing typical selling behaviors, this terrific book focuses on leadership qualities and a values–based approach that will delight your customers and enliven your sense of purpose."
Daniel H. Pink, author of To Sell is Human and When

"Modern selling must center around transparency, integrity, and true customer focus. Stop Selling & Start Leading presents a proven approach toward this new age of selling."
Mark Roberge, senior lecturer at Harvard Business School

"Backed by detailed research, Stop Selling & Start Leading shows the right way to win business: cultivating long–term client relationships built on authority, mutual respect, and trust. This essential playbook will transform your approach to sales."
Dorie Clark, author and adjunct professor, Duke University′s Fuqua School of Business

"Top sellers turn failures into opportunities, obstacles into challenges, and possibilities into realities. Stop Selling & Start Leading is filled with fresh research and strategies to help sellers transform this success mindset into daily behaviors and ultimately, close more deals."
Jill Konrath, author of More Sales, Less Time and SNAP Selling

"Stop Selling & Start Leading is critical reading for those who want to sell effectively in the future and a book that was desperately needed. If you aspire to be a peer and a trusted advisor, there is simply no better blueprint available to you. Read this with a great sense of urgency."
Anthony Iannarino, author, The Only Sales Guide You′ll Ever Need and The Lost Art of Closing

FEEL GOOD ABOUT SELLING AGAIN AND MAKE EXTRAORDINARY SALES

Stop Selling & Start Leading reveals how you can adopt The Five Practices of Exemplary Leadership^® to become an extraordinary seller. You′ll learn from research with buyers and stories from sellers about how and why this critical behavioral shift will boost your sales effectiveness. And you′ll discover a whole new way of thinking about selling as you step into your full potential as a seller who leads buyers to exciting new heights.