The Science of Selling

Zusatztext 73357338 Informationen zum Autor David Hoffeld Klappentext The Revolutionary Sales Approach Scientifically Proven to Dramatically Improve Your Sales and Business Success Blending cutting-edge research in social psychology, neuroscience, and behavioral economics, The Science of Selling shows you how to align the way you sell with how our brains naturally form buying decisions, dramatically increasing your ability to earn more sales. Unlike other sales books, which primarily rely on anecdotal evidence and unproven advice, Hoffeld's evidence-based approach connects the dots between science and situations salespeople and business leaders face every day to help you consistently succeed, including proven ways to: - Engage buyers' emotions to increase their receptiveness to you and your ideas - Ask questions that line up with how the brain discloses information - Lock in the incremental commitments that lead to a sale - Create positive influence and reduce the sway of competitors - Discover the underlying causes of objections and neutralize them - Guide buyers through the necessary mental steps to make purchasing decisions Packed with advice and anecdotes, The Science of Selling is an essential resource for anyone looking to succeed in today's cutthroat selling environment, advance their business goals, or boost their ability to influence others. **Named one of The 20 Most Highly-Rated Sales Books of All Time by HubSpot PART ONE FOUNDATIONS OF SELLING WITH SCIENCE CHAPTER 1 Why Salespeople Underperform A study published in the Harvard Business Review a fewyears ago should cause everyone in sales to cringe. Why? When the researchersanalyzed the behaviors of eight hundred salespeople on sales calls they foundthat only 37% of salespeoplewere consistently effective. What's more, some ofthe behaviors of the remaining 63% actually drove down performance.1 In otherwords, the way that these salespeople were selling was actually preventing themfrom making the sale. Unfortunately,these salespeople are not alone in their struggle. Lack of sales production isa devastating problem. In fact, surveys that measure the sales performance ofthousands of companies found that 38 to 49 percent of all salespeople do notmake quota every year.2 This means that roughly four to five out of every tenprofessional salespeople fail to meet the minimum standard their company hasplaced on them. The way thatsalespeople sell is a mission critical issue, because the behaviors they usewhen interacting with potential customers is a determining factor in the buyingdecision. For instance, when the performance measurement firm Chally Groupconducted a series of studies examining the buying behaviors of more than100,000 decision makers, they identified the salesperson as a deciding factorin whether buyers chose to purchase from one vendor or another.3 In addition,research published by CEB, a leading advisory company, found that 53 percent ofcustomer loyaltycustomers choosing to buy from a company repeatedlyis not theresult of the product, company, or service, but the behaviors salespeople usewhen selling.4 Every day, the fates of careers and companies hinge onsalespeople because they serve two imperative functions: creating customers andproducing revenue to keep their organization alive. As Peter Drucker, legendarymanagement expert and author of many culture-shifting business books, famouslysaid, There is only one valid definition of business purpose: to create acustomer.5 That said, there is no doubt that selling has become morechallenging than ever. The marketplace is extremely competitive. Potentialcustomers are blitzed by sellers fighting to earn their business. At the sametime, buyers are extremely busy and have less time to dea...

ldquo;Everyone needs to sell, not just the sales professional. This book shares top selling strategies backed by scientific data on how the mind makes trust and buying decisions, so you get best practice and the proof behind what makes them so effective.” —Forbes

“A crisp, unmissable guide…. Hoffeld's deft guidebook is a must-read for salespeople unsatisfied with anecdotal evidence and hungry for real data to improve their techniques.” **—*Publishers Weekly

“A terrific book! Sales trainer David Hoffeld has built his selling methods on a solid foundation of science. Let his research-based insights into why people buy help you increase sales and retain loyal customers.” —Daniel H. Pink, bestselling author of To Sell Is Human

“A must-read to excel in the game of influencing others! This science-based approach to selling…will surely advance your career or business.” —Chris Spurvey, Vice President, KPMG Canada and author of It's Time to Sell

• **“David Hoffeld provides strong, clear and practical advice about selling, supported by the relevant research, not just one-off anecdotes…. Read and study The Science of Selling: it’s perhaps the best discussion yet of the core essentials about this key business--and life--activity.” **—Frank Cespedes, Harvard Business School, author of *Aligning Strategy and Sales

“Grab your yellow highlighter and be prepared to use it on every page.” **—Stu Heinecke, author of *How to Get a Meeting with Anyone

“An incredible resource of research-based strategies for influencing others—effective not only for meeting the needs of the sales person, but for anyone who is in leadership or aspires to leadership.” —Toby Travis, International Head of School & Educational Consultant/Trainer

“This book is a breath of fresh air. While most sales books are based on the author's experience, every chapter in this superbly well-written book is rooted in science.” *—Gerhard Gschwandtner, CEO of Selling Power

“Can science and selling come together? YES, and in a powerful way—just read this book! The Science of Selling is as good as it gets—fantastic and really usable. I have already given it to my sales team to read.” —David Horsager, CEO of Trust Edge Leadership Institute and bestselling author
 
“A must-read for anyone who wants to become more influential and increase their sales effectiveness.” **—Ron Friedman, Ph.D., author of The Best Place to Work: The Art and Science of Creating an Extraordinary Workplace
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“Many believe that sales is just a numbers game, but David Hoffeld has proven that there is actually a science to it [and] that selling is a skill that can be developed and perfected. A fascinating book.” **—Donna Serdula, Founder & President, Vision Board Media & Linkedin-Makeover.com
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“David has done a great job separating the science from the art of selling. It’s refreshing to see research-backed methods and practices versus guesswork and theory around how influence really works. Hats off to Mr. Hoffeld for advancing our understanding around how to turn the practice of selling into a true profession.” **—Marc Miller, bestselling author of Selling is Dead and *A Seat at the Table

“The Science of Selling is outstanding; I haven’t been able to put it down. It’s helped me reexamine and rethink how I sell, and it has my highest recommendation.” **—Ed Tate, Principal at Ed Tate & Associates and World Champion of Public Speaking
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“Well-defined, repeatable sales strategies that are scientifically proven to improve your results. The Science of Selling is the future of selling!” **—Ray Reyes, Managing Director, Globalize Localization Solutions
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“Finally, you can get inside your buyer&rs…