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Insight Selling
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Insight Selling
by Neil Rackham, John E. Doerr, Mike Schultz
Insight Selling: Surprising Research on What Sales Winners Do Differently
Foreword
Preface
Chapter 1: Sales Winners Sell Differently
The New World of Selling
Analyzing What Sales Winners Do Differently
Six-Prong Analysis Yields Fascinating Story
3 Levels of RAIN Selling
Level 1: Connect
Level 2: Convince
Level 3: Collaborate
Insight in a Sea of Information
Insight across the 3 Levels
Chapter Summary
Notes
Chapter 2: What Is Insight Selling?
The New Source of Value
Insight Selling—Overview
Chapter Summary
Notes
Chapter 3: Insight Selling and Value
Defining Value
Value Proposition Essentials
Chapter Summary
Notes
Chapter 4: Insight and Level 1: Connect
Connecting with People
Connecting the Dots
Chapter Summary
Notes
Chapter 5: Insight and Level 2: Convince
The Power of Story
Buyers Want to Be Convinced
Chapter Summary
Notes
Chapter 6: Insight and Level 3: Collaborate
Power of Collaboration
Psychological Ownership and Buying
Collaboration Is Powerful When Driving and Reacting to Demand
Tips for Collaborating across the Sales Process
Facilitating Collaborative Group Discussions
Chapter Summary
Notes
Chapter 7: On Trust
Becoming Essential
The Difference Trust Makes
Three Key Components of Trust
Trust Takes Time
Chapter Summary
Notes
Chapter 8: Profile of the Insight Seller
Skills, Knowledge, and Attributes
Attributes of Insight Sellers
Assessing for Competencies
Chapter Summary
Notes
Chapter 9: Insight Selling Mistakes
General Mistakes
What Winners Do and Don’t Do
Chapter Summary
Note
Chapter 10: Buyers Who Buy Insights
Two Buying Modes
Six Buyer Personas and Insight Selling
Chapter Summary
Note
Chapter 11: Getting the Most from Sales Training
Failure of Sales Training
Chapter Summary
Notes
Epilogue
Appendix
About RAIN Group
About the Authors
Index
End User License Agreement
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Prev
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iii
Contents
Foreword
Preface
Chapter 1: Sales Winners Sell Differently
The New World of Selling
Analyzing What Sales Winners Do Differently
Six-Prong Analysis Yields Fascinating Story
3 Levels of RAIN Selling
Level 1: Connect
Level 2: Convince
Level 3: Collaborate
Insight in a Sea of Information
Insight across the 3 Levels
Chapter Summary
Notes
Chapter 2: What Is Insight Selling?
The New Source of Value
Insight Selling—Overview
Chapter Summary
Notes
Chapter 3: Insight Selling and Value
Defining Value
Value Proposition Essentials
Chapter Summary
Notes
Chapter 4: Insight and Level 1: Connect
Connecting with People
Connecting the Dots
Chapter Summary
Notes
Chapter 5: Insight and Level 2: Convince
The Power of Story
Buyers Want to Be Convinced
Chapter Summary
Notes
Chapter 6: Insight and Level 3: Collaborate
Power of Collaboration
Psychological Ownership and Buying
Collaboration Is Powerful When Driving
and
Reacting to Demand
Tips for Collaborating across the Sales Process
Facilitating Collaborative Group Discussions
Chapter Summary
Notes
Chapter 7: On Trust
Becoming Essential
The Difference Trust Makes
Three Key Components of Trust
Trust Takes Time
Chapter Summary
Notes
Chapter 8: Profile of the Insight Seller
Skills, Knowledge, and Attributes
Attributes of Insight Sellers
Assessing for Competencies
Chapter Summary
Notes
Chapter 9: Insight Selling Mistakes
General Mistakes
What Winners Do and Don’t Do
Chapter Summary
Note
Chapter 10: Buyers Who Buy Insights
Two Buying Modes
Six Buyer Personas and Insight Selling
Chapter Summary
Note
Chapter 11: Getting the Most from Sales Training
Failure of Sales Training
Chapter Summary
Notes
Epilogue
Appendix
About RAIN Group
About the Authors
Index
End User License Agreement
List of Illustrations
Figure 1.1 3 Levels of RAIN Selling
SM
Figure 1.2 Differences between Winners and Second-Place Finishers
Figure 1.3 Changes to Solutions Sales’ Basic Premise
Figure 1.4 Components of 3 Levels of RAIN Selling
SM
Figure 1.5 At What Stage of the Buying Process Do Buyers Find It Most Useful to Engage with Sales Reps?
Figure 1.6 Insight across the 3 Levels
Figure 2.1 Buyers Don’t Know about Difference Sellers Make
Figure 2.2 Consulting Firm Example
Figure 3.1 How Effective Is Your Company’s Process to Internally Assess and Evaluate Additional Value You Can Bring to Strategic Accounts?
Figure 3.2 How Effective Is Your Company’s Process to Work Collaboratively with Your Strategic Accounts to Cocreate Value in New, Innovative Ways?
Figure 3.3 Three Legs of the Value Proposition Stool
Figure 3.4 Risk and Reward
Figure 3.5 The Seller Has Significant Impact on Whether Buyers Lean toward Seeing an Investment as Good or Bad
Figure 3.6 Risk and Insight Selling
Figure 4.1 Level 1: Connect
Figure 4.2 When Sellers Build Personal Connections, It Lays the Foundation for Trust and Opens the Door to Providing Maximum Business Value
Figure 4.3 The More Trust You Build, the More Buyers Are Open to Gaining Insight from You
Figure 4.4 Sales Winners Make Strong Personal Relationships at More Than Double the Rate of Second-Place Finishers
Figure 4.5 Role of Liking in Developing Trust
Figure 4.6 Seller Delivers Value But Leads Interactions in a Way That Builds Personal Connections. Personal Relationship Is the Outcome of Successful Business Interactions
Figure 4.7 Relationship Strength
Figure 4.8 Winners Are Better at Understanding Needs and Crafting a Compelling Solution Compared to the Second-Place Finishers
Figure 4.9 Guiding Buyers out of the Comfort Zone
Figure 5.1 Level 2: Convince
Figure 5.2 A Convincing Story Framework
Figure 5.3 Focus on the Buyer’s Point of View
Figure 5.4 Dissatisfaction—Name the Adversary
Figure 5.5 Desire—Establish the Destination
Figure 5.6 Customize for the Buyer
Figure 5.7 Substantiate Your Claims
Figure 5.8 Substantiation = Risk Reduction
Figure 5.9 Invite Collaboration
Figure 6.1 Level 3: Collaborate
Figure 6.2 Top Two Things Winners Do Differently: Educate and Collaborate
Figure 6.3 High Performers Compared with Average/Below Average Performers
Figure 6.4 Process to Work Collaboratively with Accounts to Cocreate Value
Figure 6.5 PATHS to Action
SM
Figure 8.1 Insight Seller Attributes
Figure 9.1 Top 10 Mistakes with Greatest Impact on Purchase Decision
Figure 10.1 Buying Modes and Nonbuying Modes
Figure 10.2 Problem-Solving Mode
Figure 10.3 Future-Seeking Mode
Figure 10.10 Buyer Personas and Insight Selling
Figure 10.4 Decisive Danielle
Figure 10.5 Consensus Claire
Figure 10.6 Relationship Renee
Figure 10.7 Skeptical Steve
Figure 10.8 Analytical Al
Figure 10.9 Innovator Irene
Figure 11.1 RAIN Selling Methodology Built into a Major CRM System
Figure 11.2 Learning Effectiveness: During and after Instructor-Led Training
Figure 11.3 Impact of Reinforcement in 835 Organizations That Recently Employed Sales Training
Figure 11.4 What Happens When Capability, Attributes, Action, and Evaluation Work Together
Figure A.1 RAIN Selling
SM
List of Tables
Table 2.1 Distinctions between Interaction Insight and Opportunity Insight
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Guide
Cover
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