Selling Computers and Software: the MASTER Method
There are only 20 copies of this book still available. Collector's item.
The MASTER Method is a selling system designed for both rookies and veterans. While the book’s focus is on computers and software, the selling methodology has been very successful in the sale of many things, even id
eas. When first published it received favorable reviews from the trade publications of the time.
This 256 page book covers a lot of ground: *How to prepare for each sales event, *Lead generation, *Using the telephone, *Selling cycles, *Prospect qualification, *The greeting, *Sales calls, *Structured questioning, *The 6-step approach to product demonstrations", *Proposal guidelines, *The 5-step approach to overcoming sales objections, *Stimulating the desire to buy, *Closing the sale", *Feature/benefit relationships. These are all related within a structured step-by-step selling system.
Scan through theTABLE OF CONTENTS to get a feel for the substance of this book.
PART I: INTRODUCTION
I 1: If You Think Education Is Expensive, Try Ignorance
Selling Computers And Software Is Not A Piece of Cake / We Need Higher Quality Salespeople / The Industry Needs More People Who Can Sell / How Do You Recognize An "Eagle"? / Even Eagles Benefit From Flying Lessons
I 2: The Computer and Software Industry
What Is A Personal Computer? / Small Computer Systems In Use / The Appeal of Personal Computers And Small Business Systems / The Market For Personal Computers And Small Business Systems Is Very Large / The Market For Applications Software Is Growing / The Players In The Computer And Software Industry
PART II: THE M.A.S.T.E.R. METHOD
II 1: The MASTER Method of Selling an Overview
The MASTER Method Is A Structured Approach To Selling / The MASTER Method Provides A Means For Controlling Each Sales Situation / The MASTER Method Emphasizes Preparation / The MASTER Method Is Prospect Oriented / When you Have A Hammer And It's The Only Tool You/Have Everything Else Looks Like A Nail
II 2: Making Ready
To Sell, We Must Overcome Fear / "Readiness Is All" Hamlet/ Make Ready By Acquiring Knowledge / Make Ready By Having All Details Of Your Product And Offering At Your Fingertips / Make Ready By Learning All You Can About The Prospect / Make Ready By Acquiring Information About Your Competition / The Race Doesn't Always Go To The Swift, Nor The Victory To The Strong, Nor The Sale To The One Who Works The Hardest And Smartest But That's The Way To Bet It
II 3: Approaching With Benefits
Buyers Want To Buy / People Don't Buy Things; They Buy What Things Will Do For Them / People Don't Buy To Satisfy Needs; They Buy To Satisfy Wants / How To Get Prospects To Express Their Wants To You And To Themselves / Don't Forget To Approach With Tax Benefits Especially Towards The End Of The Year / Approach With The Benefits Of The Next Step / How To Approach With Benefits
II 4: Stimulating Desire
Few Purchases Are Motivated by Reason / Paint Word Pictures / "Saying Is Believing" / Inject Prospect Action Into The Selling Process / The "Easys" Are Strong Desire Stimulants / Other Buying Motives / Look For The "Threat Appeal" In Your Offer / Other Desire Stimulating Ideas / Stimulate The Desire To Make The Next Step
II 5: Telling The Facts
Tell The Facts...But Not Too Many / Telling The Facts Should Come After Stimulation of Desire / Even When There Is a Desire to Buy, Appeals Directed at Reason and Intelligence May Be Needed / The FADA Technique for Telling Facts / Some FADAs For Selling Microcomputer Systems / Some FADAs For Selling Software In General / Some FADAs For Selling Inventory Control Software / Some FADAs For Selling Accounts Receivable Software / Some FADAs For Selling General Ledger Software / Some FADAs Relative To The Features Of Your Organization's Offer
II 6: Eliminating Obstacles
There Are Obstacles To Every Sale Other wise Something Is Wrong / There Are Many Good Reasons Why Obstacles To Sales Exist / Don't Let Obstacles Lead To Conflicts / Get Yourself Ready To Eliminate Obstacles / Some General Guidelines For Handling Obstacles / A Five Step Approach To Eliminating Obstacles And Making The Sale / How To Overcome Price Objections / How To Handle Delays And Stalls / Handling The "Next Year It Will Be Better And Cheaper" Obstacle / Some Other Obstacles You Will Meet / How To Respond To Competitive Comparisons In Ways That Enhance Your Offer
II 7: Requesting Action
Getting The Order Governs Every Sales Step From The Start / Test The Water With "Feelers" / Be Alert For Buying Signals / When It's Time To Ask For The Order / Some Techniques For Getting The Order / Be Ready For A "No" Answer / After A Favorable Decision, There Is Still Work To Do / When You Finally Get The Order, Don't Lose It / There Is No Research, No Impending Breakthrough, No Annual Telethon To Help Salespeople Who Can't Sell
Part III: SELLING CYCLES
III 1 Selling Cycles Introduction
Selling Cycles Give You Control / Retail Selling Is Different From Direct Selling / Buying Cycles May Be Different From Selling Cycles / The Evolution of Buyer Thinking Gives Hints To What You Should Sell / The Early Steps Are Important For Success
III 2 Selling Out Of Retail Stores
Problems Retailers Are Faced With / Retail Selling Starts With The Greeting / You May Encounter Obstacles At The Greeting / Retail Selling Cycles / Getting Follow On Sales
III 3 Selling Direct
Many Retailers Also Sell Direct / Direct Selling Starts With Qualification Of Prospects / Direct Selling Cycles / The Initial Meeting / The Sales Presentation Step / The Product Demonstration Step / The Proposal Step / The Offering Review Step / The Close / Monitoring Your Progress
III 4 Qualifying Prospects
Some Definitions / Finding Prospects Among Suspects / Developing Profiles of Good Prospects / Qualifying Prospects In A Retail Environment / Qualifying Prospects In Direct Selling
III 5 The First Steps Structured Questioning
The First Steps Involve Asking Questions And Listening To Answers / Structured Questioning An Overview / Examples of The Structured Questioning Process / The Situation Assessment In A Retail Setting / The Situation Assessment In Direct Selling
III 6 Demonstrating the Product
There Are Four Types of Product Demonstrations / A Product Demonstration Is Not A Training Session / Demonstrations Should Be Avoided If Possible / Steps To Successful Demonstrations / Step 1: Qualify The Prospect / Step 2: Identify Problems And Wants / Step 3: Prepare For The Demonstration / Step 4: Hold A Pre Demonstration Meeting / Step 5: Conduct The Demonstration / Step 6 : Hold A Post Demonstration Meeting / Demonstrating Spreadsheet Programs
III 7 Making Proposals
Some General Thoughts On Proposals / Why Proposals / Making Ready For The Proposal / Preparing The Proposal / Presenting The Proposal And Getting The Agreement To Buy
PART IV: POSITIONING AND LEAD GENERATION
IV l: Establishing Your Position In The Marketplace
Positioning: What Is It? / Some Perceptions In Your Marketplace / Establishing Your Position / Your Position A Foundation For The Business
IV 2: Generating Leads an Overview
Leads Are The Lifeblood of Salespeople / What Lead Generation Methods Should You Use? / What Your Lead Generator Should Contain / How Many Sales Leads Do You Need? / Some Sources of Leads
IV 3: Generating Leads with Direct Mail
Why Use Direct Mail? / Components Of A Direct Mail Program / The Key To Direct Mail Success, The Mail List / The Direct Mail Format's Job Is To Get Attention / Conduct Direct Mail Campaigns / The Direct Mail Message Should Evoke Action
IV 4: Generating Leads Through Advertising
First Grab Their Attention / Effective Advertising Starts With Good Planning / Choosing Advertising Media / Guidelines to a Good Ad
IV 5: Using The Telephone
Use The Telephone As A Productivity Tool / Use The Telephone To Generate Qualified Leads / Use The Telephone To Accelerate Progress Through The Selling Cycle / Use The Telephone To Sell / Telephoning Techniques / Be Prepared For Obstacles To Your Telephone Appeal
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