The Sales Expedition, The Sales Playbook
Edition: 1
Copyright: 2021
Pages: 200
Edition: 1
Copyright: 2021
Pages: 202
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The Sales Expedition, The Sales Playbook provides the reader, whether a sales novice, or a seasoned salesperson, a step-by-step approach to become a top sales professional. After interviewing hundreds of salespeople, sales managers, business owners and customers, the format and order were developed. Other sales textbooks deal with honesty and integrity later on the in the process. This playbook discusses these topics first, because they are proven to be most important to customers and sales success.
The Sales Expedition, The Sales Playbook provides readers with detailed proven methods to:
- overcome obstacles to prospecting.
- construct what an Ideal Customer is.
- develop lasting relationships.
- become a great listener.
- master the art of asking questions.
- making memorable presentations.
- handling and neutralizing objections.
- explain cost versus price.
- become a great closer and obtain referrals.
- craft impactful sales narratives.
- create other sales tools: Becoming an emcee, making standout bios and pre/post call checklists.
This playbook provides numerous real-life examples and case studies to reinforce the topics. Most of which come from the authors’ personal experiences in sales. The book is written, reviewed, and augmented by many successful salespeople who want to see others also succeed.
To complete the classroom experience, the authors are available for discussion of any of the points in the book.
Preface
Sales Industry Overview
Benefits of a Sales Career
Organization
Objectives
Acknowledgments
Introduction
Contact Information
Chapter 1 Honesty, Ethics and Integrity
Attributes of Excellence
Question 1, Criteria
Ethics
Question 2, Key Man Insurance
Honesty and Integrity
Question 3, What Price Reduction
Case Study 1, Coffee to Go
Case Study 2, Bad Copy
Summary
Key Terms
Chapter 1 Problem, Tax Free Junk
Quiz # 1
Chapter 2 Sales Expedition
Prospecting
Case Study 3, Value of Scripts
Sales Funnel versus Sales Expedition
Profile of Ideal Customer
Question 4, Piano Woman
Basecamps on a Sales Expedition
Case Study 4, Committee Decision
Accessibility
Summary
Key Terms
Chapter 2 Problem, New Territory
Quiz # 2
Chapter 3 Each Buyer is Unique
Differentiation
Case Study 5, Dijon Mustard
Question 5, Not Motivational
Pre-Call Research
Business and Personal Issues
Question 6, Uncovering Needs
Types of Buyers
Question 7, Economic Buyer
Summary
Key Terms
Chapter 3 Problem, Pre-call Research
Quiz #3
Chapter 4 Know your Customer, Establish Multiple Contacts
First Impressions
Question 8, First Impressions
Question 9, Opening Questions
Relationship Pyramid
Case Study 6, Economic Buyer ID
Multiple relationships
Summary
Key Terms
Chapter 4 Problem, Bad Lunch
Quiz # 4
Chapter 5 Listen with Passion, Ask Questions and Listen Again
Listening
Objectives of a Call are your Roadmap to Success
Case Study 7, Misspelled Binder
The Art of Developing Questions
Question 10, C.O.V.E
Question 11, Open and Closed Summary
Key Terms
Chapter 5 Problem, Poor Service
Quiz # 5
Chapter 6 Social Styles and Offering Solutions
Building Trust
Question 12, Cheap Pizza
Social Styles
Case Study 8, Buyer Style
Certainty / Uncertainty Continuum
Question 13, Surprise
No Surprises
Summary
Key Terms
Chapter 6 Problem, Social Style
Quiz # 6
Chapter 7 Communicate Messages Clearly
Communication
Question 14, Slide Impressions
Features and Benefits
Testimonials
Question 15, Features and Benefits
Win-Win Scenarios
Case Study 9, Features and Benefits
Summary
Key Terms
Chapter 7 Problem, Price Objections
Quiz # 7
Chapter 8 Getting to the Close
Nonverbal Communication
Question 16, Body Language
Case Study 10, Nonverbal Communication
Handling Objections
Lifeline of an Objection
Question 17, Handling Objections
Summary
Key Terms
Chapter 8 Problem, Dueling Objections
Quiz # 8
Chapter 9 Negotiating and the Close
Negotiating
Question 18, Time Management
Case Study 11, Questionable Objections
Closing
Question 19, Be Quiet
Post-Sale Actions
Summary
Key Terms
Chapter 9 Problem, Manipulation
Quiz # 9
Chapter 10 The Role of Narrative Sales
Narrative Sales
Summary
Key Terms
Chapter 10 Problem, Story time
Quiz #10
Chapter 11 Additional Playbook Lessons
Responsibility
The Power of One
Normalization of Deviance
Question 20, Big Dog
Building Trust
Case Study 12, Building Rapport
Pre-call Checklist
Summary
Key Terms
Chapter 11 Problem, A Buzz Killer
Quiz # 11
Chapter 12 Useful Sales Tools
Useful Tools
Building Successful Relationships
Becoming a Great Emcee
Preparing a Great Bio
Summary
Key Terms
Chapter 12 Problem, Bio
166 Quiz # 12
The Sales Expedition
Sales Expedition Glossary
Bibliography
Index
He is a self-proclaimed insurance and professional sales geek.
He is a professional speaker and coach who assists individuals or companies improve their sales efforts through focused and targeted training on those areas needing enhanced attention. This can include group training programs or one-on-one hands on training.
He has served in senior positions in The Factory Mutual Group, Marsh, Inc., and the Liberty Mutual Group. At the latter he developed and presented the Liberty Mutual University Training program which was an interactive sales training initiative.
David is also a professional author, and storyteller. He has been published numerous times in professional and academic journals and has made presentations at national and regional conferences.
He has been an adjunct professor at several universities on topics such as Ethics, International Business, CPCU designation, and Professional Sales.
He has served on the board of several non-profits including; LifeWorks, Carnegie Museum, Pittsburgh Opera and the Pittsburgh Irish and Classical Theater. David Brauer has been married for over 50 years and they have one son, a daughter in‐law, and two grandsons.
Dr. Brauer is the Director of the Sales Institute and Teaching Assistant Professor of Marketing at the John Chambers School of Business and Economics at West Virginia University.
The concentration of his thesis was on consumer choice in a competitive industry. The research helps organizations understand the role of authenticity and its relationship to competitive advantages and niche width through the viewpoint of consumer behavior theory.
Dr. Brauer is known for envisioning new creative methods to handle complex issues. He has conducted business in Hong Kong, Bahrain, Pakistan, United Arab Emirates, Germany, Austria, Haiti, the United Kingdom, and Canada.
David started out his professional career in sales as an Account executive for a Fortune 500 Company and has remained in sales since the mid 90s.
Originating the concepts of “Value-Based Revolution”, “Narrative Sales” and the “Sales Expedition.”
Developed a visual scale for use with comparative judgement utilizing color saturation and amplitude to indicate magnitude of importance
Created an analytical priority program for use by a multinational pharmaceutical company in better allocating resources in selecting IT vendors.
He is serving on the board of Haiti Friends (formerly HAS) which focuses on the reforestation of Haiti http://www.haitifriends.org
He has written a children’s book, What is Beecher Bird?
Dr. Brauer is married to his college sweet heart Beth, and they have two sons, Grant and Christian.