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Heavy Hitter Sales Psychology: How to Penetrate the C-level Executive Suite and Convince Company Leaders to Buy Hardcover – September 1, 2009
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Steve brings a whole new light to the golden rule of sales... People buy from people who understand how they are wired! --Gene Gainey, SVP Sales, Learn.com
Steve Martin brings a new level of thoughtfulness to the psychology of sales. Understanding your own linguistic profile and uncovering the "bully with the juice" will help you achieve success in the ever changing landscape of complex selling. --Sam Adams, Senior Vice President of Sales, Picis
Now more than ever, you need an unprecedented understanding of the customer's perspective, motivation and true intent. Heavy Hitter Sales Psychology provides the path to build more meaningful executive relationships that will separate you from your competition. -- Charley Knight, Vice President of Sales, Shaw Industries
Star salespeople are not always cognizant of how they go about closing C-level deals. Heavy Hitter Sales Psychology does a great job describing the foundation and process that comes naturally to successful Heavy Hitter salespeople. --Todd DeBonis, Vice President of Global Sales, TriQuint Semiconductors
This brilliant and practical book dissects the minds of C-level executives so you know how they think and make purchase decisions. --Teck Ho, Haas Business School Marketing Chair, University of California, Berkeley
From the Inside Flap
Although closing a complex enterprise account may take many months to complete, every deal has a critical moment when it is won or lost. While you will frequently meet with lower-level and midlevel employees at companies whose business you're trying to secure, the rare face-to-face conversations you have with C-level decision makers will directly determine whether you win or lose the deal. Even though you have most likely been in sales for years, you have probably neglected to improve your most important competitive sales weapon your mouth and the words you speak!
Heavy Hitter Sales Psychology presents a revolutionary new C-level sales philosophy based upon the interrelationship between psychology and language. It is the first book to fully explain how to master sales linguistics, the study of how the customer's mind uses and interprets language during the decision-making process. Contrary to traditional sales psychology books that rely on generic personality assessments, Heavy Hitter Sales Psychology focuses on language-based interactions with C-level executives and how to convince both the rational and emotional minds of senior decision makers.
Based upon more than 500 interviews with C-Level executives, this book provides psychological strategies and linguistic tactics to secure C-level meetings, expert advice on how to prepare for and conduct C-level sales calls and presentations, and specific instructions on what to say and do during meetings. Martin also supplies the psychological models behind organizational politics to help you understand how senior executives think and act in group decision-making environments.
The conversations you have with C-level executives are quite complex. They consist of verbal and nonverbal messages that are sent consciously and subconsciously. As a result, Heavy Hitter Sales Psychology includes nineteen practical exercises, thirty-seven illustrations, and extensive real-world examples to help you internalize the concepts and apply them on your next executive sales call.
Top customer reviews
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This book is hard to comprehend from the first time. You have to read it several times and compile a summary booklet that serves as your tutorial and reference. The author is approaching the "sales" issue as an engineer who tackles all the details and all the parameters.
After compiling my "tutorial" summary, I followed it while targeting a governmental body. Even though we are still in the early phases of a huge deal, but, boy... things are totally different. I'm almost 100% sure that I'm going to nail down this deal.
Great work. Nothing to be compared to.
A must read for any sales professional marketing high value complex solutions. The author writes in a jargon free style and provides down to earth advice on how reach and sell at C-level.
I think "Heavy Hitter Sales Psychology" may deliver that same type of impact for senior enterprise sales professionals. The book begins with a somewhat outrageous first sentence; "There is no such thing as reality." Steve Martin begins building a foundation, and it doesn't take long to understand what he means regarding the C-Level Executive. Each succesive chapter adds more insight. Some of the concepts seem a little esoteric at first, but by the end of the book I was amazed at how each section built into a cohesive and logical finish. One of the best side benefits of the book is the understanding you will gain of your own company.
This book is easy to read, the concepts are clear, and nearly every page is loaded with an amazing array of practical insight. This is one of those books I plan to re-read every year. Read this book and don't be surprised when your understanding of C-Level executives is changed forever.
It is more difficult than ever to deliver sales and income particularly in these unprecendented economic times. Any product or service of any consequence requires executive level approval right now. In the past, decision empowerment would be given to key members in the lower ranks of any company. Today, budgets are fluid and therefore competing projects are subject to executive triage of all business investments. It is more critical than ever how you approach and position yourself favorably to persuade a C-level executive to buy from you.
Martin's prescriptive approach will challenge any sales professional regardless of experience. People are in survival mode today where keeping one's job is paramount. In sales, if you do not hit your numbers, whether you are a VP, Region manager or individual contributor, you will be gone as companies continue to winnow their work forces. This is a must read from that perspective alone.
This book clearly defines the business, psychological and political makeup of senior C-level executives. You must understand their language and the factors these decision makers face daily. This is more intimidating than ever because you must be prepared when approaching these people. Martin takes away the mystery and/or assumptions you may have in reaching these key executives in your business.
Without this awareness, you will fail in today's business climate. Steve Martin does a superb job in preparing you to sell to the C-level executive. This is an environment unlike anything we have seen in our lifetime. A must read for every VP of Sales and sales professional. "Business as usual" is over. Outstanding material!!
I work in marketing and work with a lot of sales people and a lot of customers. I wish every sales person at my company would read this book and read it sooner rather than later. And if you are in marketing, this book will help you understand the mind of an executive and what makes successful sales people tick. In the end, it will make you more successful in conversations with your sales teams and your customers.
Martin lays out "9 C's" of successfully penetrating the C-suite in an organized and logical manner with plenty of exercises to make you think and stories to keep you engaged. If you are in sales and regularly sell to executives, this book is a must read in today's business world. If you are in marketing, this book is a fantastic tool to make you more successful in your day-to-day activities with sales teams and customers.
Most recent customer reviews
This book is a must read for anyone who has line level responsibility...Read more