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Getting into Your Customer's Head: 8 Secret Roles of Selling Your Competitors Don't Know Hardcover – April 9, 1996
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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.
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
Top customer reviews
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I end up reading this book about once a year or so, and every time I read it I learn something else to apply in a sales situation.
I highly recommend this book ... even though the book was published so many years ago. Should be one of the "standard reads" in the sales industry.
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!
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.
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.
sales books because it offers one of the best systems
we've seen for identifying potential customers, acting as
an advisor during the buying process, and making sure
customers remain happy after the sale. And the system
couldn't be more ethical, because salespeople using it
never need to push anyone into buying.
We look at 1,500 business books each year; Getting into Your Customer's
Head is one of the best.