The Invisible Game: The Secrets and the Science of Winning Minds and Winning Deals

ISBN-13: 9781394152988 / Angielski / Twarda / 2022 / 256 str.

K Mueller

Spis treści

Introduction: It's Never Been Harder to Be a Salesperson 1Part I: Building Your Situational Awareness 171. The Forces Behind the Invisible Game 212. All Sales Are Won and Lost on Illusions 333. Controlling Illusions = Controlling the Deal 394. Relativity and Anchoring: The Illusion of Numbers 53Part II: Playing Defence and the Power of "no" 635. Price = Maths + Story 696. Psyched Up or Psyched Out? 757. Paying the Price of 'Yes' 818. Overcoming the Fear of 'No' 919. Expand Your Comfort Zone 10510. From the Buyer's Playbook: Time, Uncertainty, Fear, and Silence 119Part III: Playing Offence and the Powers of Influence 13511. Personal Versus Paper Power: Where's Your Leverage? 13712. What Buyers Think and How They Make Decisions 14513. What Is Your Re-pricing Strategy? 16114. Who Will You Anchor Today? 17115. Why Equal Things Aren't Always Equal 17716. The Power of Free and the Power of Now 18517. To Bundle or Not to Bundle: Is That Really the Question? 19118. Decoys and the Power of 3 20119. The Power of the Next Small Thing 209Conclusion: Has It Really Never Been Harder to Be a Salesperson? 217Epilogue: Some Final Takeaways from Gaby and Kai 219Acknowledgements 225About the Authors 229Notes 231Index 245

O autorze

KAI-MARKUS MUELLER is a professor of consumer behavior with a research focus on behavioral pricing. He is a neuroscientist by training and is the inventor of the NeuroPricing(TM) concept.GABRIELE REHBOCK is a multiple award-winning sales expert. As a top executive in the fragrance industry, she carried P&L responsibility for global customer relationships including Colgate-Palmolive, Henkel and Procter & Gamble.