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Getting into Your Customer's Head: 8 Secret Roles of Selling Your Competitors Don't Know Hardcover


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Product Details

  • Hardcover: 320 pages
  • Publisher: Times Business; 1 edition (April 9, 1996)
  • Language: English
  • ISBN-10: 0812926285
  • ISBN-13: 978-0812926286
  • Product Dimensions: 9.6 x 6.3 x 1.2 inches
  • Shipping Weight: 1.2 pounds
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (13 customer reviews)
  • Amazon Best Sellers Rank: #458,139 in Books (See Top 100 in Books)

Editorial Reviews

From Publishers Weekly

This marketing manual has an imaginative format and a step-by-step strategy to help win that sale in a technology-dominated marketplace. Davis, president of a sales training and consulting company, contends that getting inside a customer's head means chucking traditional pitches and adopting eight new roles: student, doctor, architect, coach, therapist, negotiator, teacher and farmer. You study your customer's business until you think you are the customer, prescribe remedies, design bold new systems, direct their use, assuage customer fears, win a fair contract, provide instruction for using the product purchased and tend the soil of customer relations. Davis doesn't pretend this is easy, because each step opens many possibilities, but he comes up with a plan for each of them-with specific suggestions for writing letters, telephoning, e-mail and voice-mail communication and face-to-face encounters. He specifies the order of points to raise and questions to ask, and even suggests the words to use.
Copyright 1996 Reed Business Information, Inc.

From Booklist

Davis has been in sales for more than 25 years, and he has discovered that to be successful it's more important to know how people buy than it is to know how to sell. He breaks the first-time purchase of a significant product or service--what Davis calls the "buy-learning process" --into eight steps and devises corresponding roles for the seller to assume that focus on the customer's needs at each of these steps. Filled with practical examples, Davis' thoughtful guide is well attuned to today's tougher marketplace. David Rouse

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Most Helpful Customer Reviews

10 of 10 people found the following review helpful By A Customer on August 24, 1997
Format: Hardcover
I've read a few hundred sales books since 1960 and most are the same book with a different approach.
This book is one of the few original ones. I had the opportunity to question the author for about an hour at a book signing in Martinez in which only a few people came for the presentation.
Mr. Davis has been a star salesperson and he knows what he is talking about. Getting into your Customer's Head is excellent.
I am mostly into marketing as I think it is more important to remove the need to have to sell in the first place -- by attracting people who want what you have -- rather than try to sell people who are not the best prospects for your product. However, when you have to sell, this book will help you develop your skills. I think it is the one sales book that marketing people should read this year
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8 of 8 people found the following review helpful By Sean McDonald on April 28, 2000
Format: Hardcover
Everybody TALKS about "Putting the customer FIRST", but Getting into Your Customers Head is a blueprint to do it best.
Kevin Davis' work is strictly for those who truly strive to attain the level of "Solution Provider" and Business confidant; the highly regarded "Go To" person to whom customers are comfortable in divulging all the intimate details.
"Getting into your Customers Head" eliminates the "Commission Breathe" that all prospects and customers smell a mile away, and turns them off from the moment you open your mouth.
Forget the rest. "Gettting into your customers head" is SPIN Selling, Strategic Selling, Consultive Selling, Visionary Selling and Solution Selling all rolled into one.
It's a methodology to operate at the highest level of sales productivity. Better yet, it's easy to read, easy to learn, and easy to use.
BUY IT, absorb it, "walk it", "talk it" and "OWN IT", and you'll generate more business than your company can handle.
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4 of 4 people found the following review helpful By William C. Zeeb on October 15, 2008
Format: Hardcover Verified Purchase
Davis wrote this classic over a decade ago - - - practical and immediately applicable, years ahead of it's time. Forget selling, this unique approach teaches you to serve as a sherpa for your potential Buyer, guiding them through the logical steps of the buying process. A unique, customer centric approach to selling. Turns the thinking of other "sales" books on its head; this book is about helping people buy!

The chapter on the internet is dated as would be expected from a book written in the mid 1990's. Otherwise the crisis message is more timely than ever.

Most useful are the selling roles (Student, Doctor, Architect, Coach, etc.) which Kevin has developed in order to help the reader and sales teams to "anchor" the detailed techniques outlined for each step of the Buy-Learning process. Packed with many diverse examples, this book is practical and down to earth for anyone who sells B2B products or services which require an explanation.

I have read and studied over a dozen other books on selling the last year, including Rackham's work, Miller-Heiman's work, Sandler, Solution Selling, Power Base Selling, ROI Selling and Stinnet's work. For the time invested, Getting Into Your Customer's Head is the richest read and easiest to apply. Since using Kevin's approach, the sales performance of our team as well our client satisfaction have created new levels of wealth for our clients and salespeople. Get the audio CD and keep it in your car; it minimizes the chances of getting stuck and frustrated in traffic.

Any company with a top line growth initiative would benefit from a thorough review of this book. Our firm sure has!
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2 of 2 people found the following review helpful By A Customer on May 3, 1999
Format: Hardcover
This is one great book! I cannot recommend it enough to anyone involved in long-term or complex sales. It clearly identifies a typical buying process and the role a salesperson must assume at each point in the process. It opened my eyes to distinctions that have me a much more confident and successful sales consultant. This book has far exceeded my expectations... I heartily recommend it!
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1 of 1 people found the following review helpful By D. jones on July 7, 2007
Format: Hardcover
This book would be on my list of the Top Ten best sales books to own... but it would be in the middle of that list. The author breaks apart the buyers processes into roles and issues and it is helpful.

There is a better book out there titled "Sales is Dead." However, this book would still be an excellent addition to your library and much better than most of the books which have been written on sales process.
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1 of 1 people found the following review helpful By A Customer on September 19, 1997
Format: Hardcover
Getting Into Your Customer's Head is an excellent compliment to SPIN Selling and Xerox' Buyer Focused Selling. Understanding the buying process from the customer's point of view is critical to a sales rep's pocketbook as we approach the Millennium. The old sales processes are not working in the information age. Kevin Davis does an excellent job identifying the new criteria and psychology of today's customer. This book is a must for serious sales professionals who are committed to excellence
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1 of 1 people found the following review helpful By A Customer on August 6, 1996
Format: Hardcover
With a lot of sales and marketing books on the market, this
is the first one I have read in a long time that addresses
the "HOW's" to selling in the 90's. Kevin brings his real time
sales experience and writes a readable book that anyone can
implement its principles immediately. He breaks out each of
the 8 steps that has translated into solid results for us.
As a sales manager I now have a training and follow-up guide
to lead my team into BIG results and understand "HOW" to get
there and "HOW" to stay on the top.
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