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Оглавление - Selling Presentation В2В
How to make value greater than price
- A L E X E Y O S I P E N K O
- THE SELLING PRESENTATION
- SALES TECHNOLOGY · BOOK TWO
- About This Book
- Chapter 1. The Scales in the Client’s Head
- 1. The Most Frequent and the Most Worn-Out
- 2. What You Call a Presentation
- 3. Warm-Up: Sell a Person
- 4. The Presentation Is Not an Island
- 5. Goal One: Narrow the Choice
- 6. Goal Two: Value Heavier Than Price
- 7. Marketing Cellophane
- 8. FBMS: The Formula That Flips the Scales
- 9. The Trainer: Selling a Phone
- 10. A Feature That Sounds
- 11. To Whom, and What It Gives: From Feature to Benefit and to the First Money
- Chapter Assignment
- Chapter 2. The Punch Combination
- 1. Fifteen Seconds Into Someone’s Back
- 2. The Mini-Presentation’s Three Questions
- 3. Your Expertise Is a Product Too
- 4. The Voice: Supported Breathing
- 5. The Full Combination
- 6. One Feature — a Fan of Benefits
- 7. Money Where Nobody Sees It
- 8. “All You Need to Do Is…”: Closing With a Little Expert Insert
- 9. The Flip: A Presentation Built Around the Person, Not the Product
- 10. Four Plots for Stories
- 11. When All the Offers Are the Same
- Chapter Assignment
- Chapter 3. The Structural Thinking Matrix
- 1. Warm-Up Run: Sell Anything
- 2. Monetization With a Marker
- 3. Switch On Analysis: Twenty Meanings Instead of Three
- 4. The Main Thought: Theme and Rhemes
- 5. Narrowing the Theme: Steering the Content
- 6. The Goal: Bringing the Main Thought to Life
- 7. Rhemes Become Points
- 8. The Premise: Gift-Wrapping the Theme
- 9. Three Universal Premises
- 10. The Presentation From Problems: First Sell the Problem
- 11. The Presentation From Objections: Name What’s in His Head
- Chapter Assignment
- Chapter 4. Insure at Full Value
- 1. The Insurance Agent’s Six Moves
- 2. The Five-Finger System
- 3. Sell Your Partner: Working the Mistakes
- 4. Bring Someone Else’s Presentation to Life
- 5. One Slide — One Benefit
- 6. Through the Client’s Eyes: Dissecting a Presentation for a Developer
- 7. Attention Isn’t Issued Along With the Chair
- 8. Three Kinds of Opening
- 9. The Dry Residue
- Chapter Assignment
- The Selling-Presentation Master’s Checklist