OK, this article reviews a book on�sales.
Not marketing.
But, Chief Marketers take heed: Tom Reilly's
Value-Added Selling Techniques is a little classic that contains
two chapters that every marketer should read. Please note: we are using our 1989 copy of this book, so all page numbers apply to that edition.
Reilly's book focuses on listening to the customer first, and then selling a solution that provides maximum customer value. This book is written as a practical instruction manual to teach salespeople how to:
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find out what the prospective customer values, then
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craft the sales pitch to stress how the product delivers that value better than the competitor's product
And the first step is finding out what is important to the prospect.
The entire book is a worthwhile read, but Chapters 4 and 5 are especially beneficial for the small business marketer. Chapter 4, "The Needs-Analysis Stage", details the probing process the successful salesperson begins with. This chapter is about asking questions. There is a classic chart on page 42 that explains in detail how to use Open and Closed questions.
Think of your own interactions with a customer or employee and how many times you've needed to ask pertinent questions to unearth some facts buried inside their head. It's tough. Ask too many questions, ask too personal of questions, ask not enough questions, and you won't acquire the well-rounded picture you need to make vital marketing decisions.
Chapter 5, "The Presentation Stage", offers up several different features-benefits tips. This chapter is designed for the sales person who needs to present her product in its best possible light. Reilly offers up five "Rules of the Presentation Stage" which could just as easily be re-titled: "A Guide for Benefits-oriented Copywriting".
Lastly, on page 62, Reilly describes a "presentation matrix" that marketers would do well to emulate.
Again, this book is a quick read, but several of the lessons it holds in these two short chapters are quite worth any Chief Marketer's time investment. We 100% recommend you add
Value-Added Selling Techniques to your marketing bookshelf.
Remember: Brand (who you are) + Package (your Face to the Customer) +
People (customers and employees) = Marketing Success.
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