- Hardcover: 304 pages
- Publisher: Wiley; 1st edition (August 28, 2008)
- Language: English
- ISBN-10: 0470373008
- ISBN-13: 978-0470373002
- Product Dimensions: 6.3 x 1 x 9.3 inches
- Shipping Weight: 1.1 pounds (View shipping rates and policies)
- Average Customer Review: 22 customer reviews
- Amazon Best Sellers Rank: #294,305 in Books (See Top 100 in Books)
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Silver Bullet Selling: Six Critical Steps to Opening More Relationships and Closing More Sales 1st Edition
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From the Inside Flap
For years, G.A. Bartick struggled to build a career in sales, but just couldn't get ahead. He had the enthusiasm, the attitude, and the work ethic, but he didn't know what he didn't know. And it was what he didn't know that doomed him to failure. He didn't know the six secrets of sales success that all great sales professionals use to build trusting relationships with their prospects and clients. Once he discovered those six secrets, his career took off and he never looked back.
Based on years of extensive research, Bartick's own sales experience, and interviews with thousands of top sales performers in a variety of industries, Silver Bullet Selling reveals the secrets all great sales professionals have in common. More importantly, this book packages those secrets in a simple, six-step process that gets real results. Because it's not just what you say to prospects that determines your long-term success; it's how you manage and execute your sales process that really matters.
Silver Bullet Selling shows you how to take the normal consultative selling theory and apply it to every interaction so you can close more sales. Rather than just explaining sales theory, this book shows you how to apply it consistently, effectively, and profitably on your very next sales call. You'll learn to communicate better with your prospects, differentiate yourself from the competition, build value for your product in the mind of the buyer, and close more sales than ever before.
If the size of your paycheck depends on commissions, you can't just wing it and expect to win. You need this consistent, effective sales process that puts you in position to make the sale every time. Selling is hard, and there's no single silver bullet that will close every sale for you. But if you put in the effort and follow the steps in Silver Bullet Selling's repeatable process, you'll have not one, but six rounds in your sales arsenal, and you'll get the results you want. Start readingand fire away at the competition.
From the Back Cover
If you're in sales, read this book!
"Learn how to sell more, better, faster, and easier in any market! This book will supercharge your selling results."
—Brian Tracy, author of The Psychology of Selling
"The Silver Bullet Selling process will create adversity for your competitors and very positive results for your bottom line."
—Dallas Haun, President and CEO, Nevada State Bank
"The Barticks deliver a clear and powerful six-step process that guarantees success. Read it, study it, refer back to it, and your sales results will soar."
—Tom Karinshak, Managing Director, Barclaycard US
"Our company rolled out the Silver Bullet six-step sales process in 2006. Since that time, we have seen our sales productivity and customer retention rates soar. And most importantly, so has our top line. Silver Bullet Selling provides a deep dive into building trusting relationships with your customers and selling to their needs in an effective and consistent way."
—Russell Dash, RSVP Sales—West Region, Rewards Network
"We've worked the Barticks' six-step process for several years, and our sales have never been better. We're bringing in more new clients and generating more business from current clients."
—Andy Holden, President and COO, CPS Insurance Services
"Talk about a direct hit! Silver Bullet Selling delivers what most how-to sales books don't—a sales process that works and a wealth of real-life examples from all kinds of sales environments. The exercises in the book also help you do a little target practice of your own. If you want to improve your sales, read this book!"
—Jones Loflin, coauthor of Juggling Elephants
"There are many great business books that everyone reads, everyone talks about, and no one implements. That's because these books don't tell you how to execute. As a client of the Barticks, I know they have mastered the art of sales execution. Anyone who follows the six steps in this book will see an immediate improvement in their sales performance."
—Tom Green, Managing Partner, Mentorprise, LLC
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Silver Bullet Selling defines a six step process consisting of:
1. Pre-Call Planning
2. Building Rapport
4. Tailored Solution
5. Addressing Concerns
6. Closing the Sale
Pre-Call Planning illustrates the importance of preparing for a sales call and provides helpful guidance on templating the steps necessary to prepare through checklists.
Building Rapport is comprised of subcomponents:
- Preliminary pleasantries
- Agenda statement
- Credibility statement
This is an example where Silver Bullet Selling augments SPIN Selling. The brief Agenda statement provides a framework that tees up the next step of the Silver Bullet Selling process to explore the client's situation, problems, and implied needs (the SPI from SPIN Selling) while flowing into a more detailed discussion. The authors use the acronym POINT to guide the agenda flow. POINT stands for:
Outline (contains six topics for discussion)
POINT is a useful mnemonic device. In particular, the INput of asking the client for "anything else" to cover builds rapport and buy-in for the discussion as does Transition, which simply asks for permission to move forward thereby building more buy-in.
The Credibility statement further builds report by answering a buyer's need to understand who you are, what you do, and What's In It For Me (WIIFM). The Credibility statement covers four steps:
1. Brief company & personal overview
2. Typical client profile
3. Brief success story
4. Transition to Discovery phase through getting a "yes" to move forward.
Note: the Credibility statement can serve as an "elevator pitch" in other situations. This implies that it isn't lengthy and the authors suggest aiming for a 70% listening 30% speaking breakdown throughout the Building Rapport step.
Rounding out part two of the Silver Bullet Selling process are a number of useful tips/details. In fact, these are sprinkled throughout each of the six Silver Bullet Selling subprocesses under the label "$500 Sales Tip!" coupled with contrasting poor and good examples, historic quotes, pointers to web-based checklists, and more.
Discovery is the third step of the Silver Bullet Selling process and is so important that it has more chapters (five) than any other step in the Silver Bullet Selling process. This section offers some great techniques including "mind mapping" for optimizing note taking, building your own questioning flow in ways that focus on "possibilities" rather than "pain", as the latter increases buyer resistance while the former generates momentum.
The six step Discovery summary chapter reinforces the Discovery step and gets the buyer/seller on the same page through reinforcement, moving the sale forward. The Discovery summary is also a useful competitive differentiator.
The six steps of the Discovery summary are:
1. Transition into the summary
2. Review the current situation
3. Review the desired situation
4. Review client expectations
5. Ask confirming questions (gaining client input for corrections/areas missed while building momentum)
6. Transition to a tailored solution (proposal or to the next step in the sales process for a complex longer sales cycle solution).
Again, there are a number of great tips throughout the Discovery subprocess including the first one the authors mention of "listen, listen, and then listen some more!"
The forth subprocess within Silver Bullet Selling is Tailored Solution. The authors explore multiple verses single call closes. They also introduce using a business philosophy message with a 3x3 presentation technique of stating 3 points 3 times in different ways.
1. Tell 'em what you're going to tell 'em
2. Tell 'em
3. Tell 'em what you told 'em
4. Gain buyer feedback
The "Tell 'em" structure is another mnemonic device to facilitate use/internalization. The authors coach to avoid too much information and to include the sellers competitive advantage in the business philosophy, as well as to test buyer reaction. The business philosophy is meant to connect with the buyer and serves as another competitive advantage.
Finally, the Tailored Solution section Links Features, Bridges, and Benefits (LFBB) to connect information learned in Discovery (the Link) to solution Features by explaining (Bridging) how the client's need is fulfilled by the solution Benefit. The LFBB acroynm helps make this flow easier to remember. The authors instruct the reader to prepare FBB's for products/services in advance to make this discussion flow once you are able to indentify the Links from a discover phase.
As with other subprocesses of Silver Bullet Selling, the Tailored Solution step has additional tips/recommendations.
Step five, Addressing Concerns, is my favorite part of Silver Bullet Selling. Key areas covered include:
- There are always going to be concerns
- Eight concerns that buyers may have
- Types of buyers
- And the meat of Step five, a six part "Addressing Concerns" process consisting of:
1. Listen & Clarify
2. Restate & Cushion (shows the buyer you've heard and understand)
3. Draw Out Hidden Concerns
4. Isolate Primary Concern
6. Trial Close
As well as helpful tips such as a "two second" rule for silence before asking clarifying questions, multiple ways to respond to multiple types of concerns (costs, perceived need, needing to talk to others, other), responding with LFBB's, responding with evidence, and more.
Step six, Closing the Sale, is the briefest section of the book, as the prior sections did the work to get to closing. Useful techniques from this section include "who does what by when", the Summary of Sale checklist, and the Written Recap to differentiate from competitors and close out loose ends.
Finally, the authors include some useful "extra ammunition" methods and online resources for augmenting the process including the "Conversation Stack", meeting recap examples, and more. All in all, this is a well-defined, repeatable, process-oriented approach to selling. Some of it is a bit formulamatic for me, however, these instances can be softened by customization, practice, and by corollary guidance offered by SPIN Selling.
All in all, this is a "must have" book for a sales professional as well as for others such as Project/Program Managers and support personnel who interface regularly with clients.
Silver Bullet Selling: Six Critical Steps to Opening More Relationships and Closing More Sales
If you sell ANYTHING , this book will take you by the hand much like a 4 year old and walk you through each step by step on approaching a prospect to the final close all in a "paint-by-numbers" action. (Not to make it sound cheap)
In reality, the authors give you the playbook with the best plays to win but it will be up to you to (rehearse, memorize your "tailored product" sequence and just plain practice and practice until the material becomes part of your DNA.
If you can really commit yourself to what this book teaches, then it will be priceless to you, otherwise don't waste your money as the book is full of "aha" moments and can be very interesting.
I own about 60-70 sales books and this is in my top 5 along with these other titles
The inner game of selling
The best damn sales book
question based selling
I gotta say that "Silver Bullet" is in the top 2 with "the inner game of selling" being my favorite