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by Stewart Stuchbury
Winning New Business For Dummies
Cover
Cover
Introduction
About This Book
Foolish Assumptions
Icons Used in This Book
Beyond the Book
Where to Go from Here
Part 1: Getting Started with Winning New Business
Chapter 1: Introducing a Winning New Business Culture
Focusing on New Business Fundamentals
Walking through the Steps of Winning New Business
Recognizing What You Need to Win New Business
Rewarding New Business Success
Chapter 2: Having Something Relevant to Say
Knowing Your Subject
Knowing Your Audience
Perfecting Your Tone of Voice
Recognizing the Power of Silence
Chapter 3: Making First Impressions Count
Being Professional and in Control
Recognizing the Importance of Preparation
Following Up to Maintain the Good Impression You’ve Made
Dealing with the Unexpected
Chapter 4: Using Technology to Help
Understanding the Role of Technology in Winning New Business
Adjusting to Technology in Your Business
Distinguishing between Different Selling Aids
Part 2: Planning for New Business
Chapter 5: Presenting Solutions
Being Solution Oriented
Thinking Like Your Prospect
Considering All the Angles
Chapter 6: Marketing Matters
Understanding the Role of Marketing in Winning New Business
Being on Brand and on Message
Avoiding a Reliance on Marketing
Chapter 7: Making It Easy to Say Yes
Making Your Customer Comfortable
Creating a Straightforward Proposition
Covering All the Issues
Taking Away the Risk
Chapter 8: Elevator Pitching
Breaking Down the 60-Second Pitch
Setting Your Objectives
Embracing a Listening Opportunity
Chapter 9: Prospecting Effectively
Understanding Your Targets
Recognizing the Importance of Research
Performing First-Level Qualification
Keeping Records
Part 3: Making New Business Happen
Chapter 10: Overcoming Objections
Taking Care of Real Objections
Dealing with Bias and Inequity
Facing Objections Late in the Sales Cycle
Walking Away from the Deal
Chapter 11: Structuring the Deal
Understanding that the Deal Isn’t Always about Money
Looking to Establish a Win-Win
Recognizing that “Guarantee” Is a Big, Powerful Word
Creating Unambiguous Contracts
Chapter 12: Having the Confidence to Say No
Understanding When, Why, and How to Say No
Saying No Doesn’t Mean that a Deal Isn’t Possible
Protecting Your Interests
Chapter 13: Asking for the Order
Being Professional and Straightforward
Working with Professional Buyers
Chapter 14: Understanding That “Selling Hard” Isn’t the Answer
Recognizing That People Prefer to Be Buyers
Knowing That People Buy People First
Ensuring That You Don’t Force a Solution
Chapter 15: Taking Action Today
Recognizing the Power of Taking Action and Setting Goals
Building Momentum Every Day
Acting with a Structured Approach
Part 4: Rainmaking: Developing a Constant Stream of New Business
Chapter 16: Reaching a Win-Win Solution
Defining a Win-Win Solution and Its Benefits
Addressing Price as You Seek a Win-Win
Securing and Extending Your Client’s Buy-in with Support
Enjoying Longer-Term Success
Chapter 17: Networking Effectively
Seeking, Selecting, and Timing Networking Opportunities
Structuring Your Networking Approach
Distinguishing Types of Networking Events
Following Up
Chapter 18: Managing the Perception of Risk
Defining Risk for Different Groups
Dealing with Risk
Avoiding the Death of a Deal by Managing Risk
Chapter 19: Qualifying Potential Business
Qualifying: The Most Important Part of Winning New Business
Beginning with Basic Qualification Criteria
Adding Objective and Subjective Criteria
Tracking Qualification Over Time
Chapter 20: Knowing When to Move On
Taking Action When Qualification Criteria Aren’t Met
Dealing with Personality and Group Issues
Handling the Reality of Time Wasting
Facing an Indecisive Prospect
Leaving When the Prospect Isn’t Telling the Truth
Chapter 21: Being Realistic with Forecasts
Introducing the Basics of Forecasting
Eliminating Errors with a Good CRM
Providing Accurate Forecasts
Part 5: The Part of Tens
Chapter 22: Ten Key Metrics to Watch
Initial Decision Maker Contact (IDMC)
Subsequent Decision Maker Contact (SDMC)
Qualification Key Stage Three (a.k.a. MCPQ)
Qualification Key Stage Four (a.k.a. RPBT)
Qualified Pipeline Value
Conversion Ratio of Suspects to Qualified Prospects
Touch Points
New Prospect Identification
Ratio of IDMC to SDMC
Close Ratio
Chapter 23: Ten Prospecting Resources
Insider Media
Local Business Publications
Lists from “The Sunday Times”
New Local Business Lists
Industry Publications
Chambers of Commerce
Highly Specialized Researchers
LinkedIn
Facebook
An Existing Company Database
About the Author
Advertisement Page
Connect with Dummies
End User License Agreement
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