10.4 Interactions: How to Develop a Sales Touch System, Guide the Customer Conversation, and Sell with Credibility in B2B Sales

by Michael Smith

Overview

In 2011, Google published research that brought a new term – “Zero Moment of Truth” – to the world’s attention. It derived from a study that found how, on average, consumers need 10.4 interactions from various sources to develop their buying knowledge before they make a purchasing decision.

Additional research, looking at B2B sales, has found that the number of interactions – or touches between seller and buyer – needed to secure a sale is somewhere between 7 and 13. In essence, it is 10.4 interactions all over again.

Whatever the exact number required for any sale (and this will vary by customer, sector, the level of competition, and more) salespeople in a multi-touch selling environment generate sales by creating compelling and credible journeys of discovery for the decision makers in any purchasing organisation.

This book shows you exactly how to do that.

In “10.4 Interactions”, sales expert Michael Smith breaks down the steps required for creating a sales touch system that generates multiple interactions with your potential customers. Irrespective of experience, you will be able to identify and target the people who authorise purchases, deliver compelling messages, learn how to create personal value and significance, and develop thought-provoking and change-enabling discussions. By following the book’s focused and specific methodology, you will stand out, create more opportunities, and make the sales that deliver real business success.

Note: This is the sister book to Go Naked: The Credible Expert: How to Stand Out In Medical Sales, Create More Opportunities, And Grow Your Business. Content elements across both titles are related and readers are, therefore, advised not to purchase 10.4 Interactions if they already own The Credible Expert.

Product Details

BN ID:	2940154578964
Publisher:	Bennion Kearny
Publication date:	10/06/2017
Sold by:	Smashwords
Format:	eBook
File size:	1 MB

About the Author

Michael Farris Smith has been awarded the Transatlantic Review Award, Brick Streets Press Short Story Award, Mississippi Arts Commission Literary Arts Fellowship, and the Alabama Arts Council Fellowship Award for Literature. He is a graduate of Mississippi State and the Center for Writers at Southern Miss. He lives in Columbus, Mississippi, with his wife and two daughters.

Table of Contents

THE TOUCH SALES SYSTEM

INTRODUCTION

PART 1 – HOW YOU ACT, INTERACT, AND THINK

HOW YOU ACT – THE CHANGE

CHOICES AND TOLERANCE

INFORMATION AND TIME

WHERE TO FOCUS FIRST?

A FOUNDATION FOR CHANGE

KEY MESSAGES

HOW YOU INTERACT – THE RISE OF HUMAN FACTORS

HOW IT BEGAN

THE FOUR PILLARS

SITUATIONAL AWARENESS

COMMUNICATION

PERSONAL LEADERSHIP

DECISION-MAKING

APPLICATION IN OUR MODERN COMMERCIAL WORLD

KEY MESSAGES

HOW YOU THINK – THE MINDSET OF AN OWNER

AN OWNER’S MINDSET

THE RISE OF THE INTRAPRENEUR

SEEKING AND CREATING OPPORTUNITIES

YOUR OWN HIGH-PERFORMANCE CULTURE

KEY MESSAGES

PART 2 – DRIVING THE CUSTOMER CONVERSATION

SELECTING THE RIGHT CUSTOMERS

A SHIFT FROM THE ONE-DIMENSIONAL APPROACH

QUANTITY, QUALITY, DIRECTION

STAKEHOLDER MAPPING

SIX STEPS OF STAKEHOLDER MAPPING

KEY MESSAGES

DELIVERING COMPELLING MESSAGES

PICTURE THE SCENE

WHAT, HOW, AND WHY

CUSTOMERS AS ADVOCATES

ADAPTING YOUR APPROACH

VISUAL, AUDITORY, KINESTHETIC (VAK)

KEY MESSAGES

IDENTIFYING CRITICAL ISSUES

WHAT CUSTOMERS WANT

STANDING OUT FROM THE CROWD

CRITICAL ISSUES

THE VALUE WITHIN

KEY MESSAGES

PROVOKING THOUGHT AND DISCUSSION

CURRENT AND FUTURE STATES

THE FOUR LENSES

YOUR ROLE AS A COACH

TWO CONVERSATIONS

THE FOUR DRIVERS OF CUSTOMER CHANGE

KEY MESSAGES

SHARING EXPERIENCE INSIGHTS

CURRENT AND FUTURE STATES

THE VALUE OF STORIES

THE IMPORTANCE OF CERTAINTY

PICTURING THE FUTURE

FACILITATING THROUGH EXPERIENCE INSIGHTS

KEY MESSAGES

DEMONSTRATING YOUR UNIQUE OFFERING

KEEP THE PRODUCT IN THE BAG

DRIVING THE CUSTOMER CONVERSATION

STACKING THE VALUE

THE THREE PRODUCT LEVELS

KEY MESSAGES

PART 3 – BECOMING THE CREDIBLE EXPERT

CREATING VALUE AND SIGNIFICANCE

THE ONLY WAY

THE NECESSITY OF VALUE

IT’S NOT ABOUT THE PRODUCT

TEACH, COACH, FACILITATE

VALUE AND SIGNIFICANCE

THE OLD DAYS ARE GONE

KEY MESSAGES

BRINGING IT ALL TOGETHER

‘WHAT’S IMPORTANT TO YOU?’ IS NOW DEAD

TEN BETTER WAYS

THE FINAL CHAPTER

TO POSITION YOURSELF AS THE CREDIBLE EXPERT

TO FIND A BETTER WAY, KNOW THAT

REFERENCE