Sell to the mind, not to the people (Jürgen Klaric)
Sell to the mind, not to the people (Jürgen Klaric)
Anyone who has worked in the sales department of a company will know that they must apply certain techniques in order to try to sell as much as possible. There are good sellers and bad sellers, depending on their skills and their experience in the sector. Lately, however, traditional sales techniques are weakening. Buyers acquire their products in less personal ways, through, for example, the Internet, and do not even have to be convinced to buy something, because they think they know exactly what they want.
In practice, salespeople are still necessary, but nowadays they should leave aside their sales techniques to enter another less known territory: neuroventage. This is the aim of this book, "Sell to the mind, not the people", written by Jürgen Klaric, one of the leading experts in this new field.
The basis on which the neuroventa rests, much closer to a science than to a technique, is to approximate the value of the product to the needs of the client, and for this we must understand deeply how he thinks this and what he really wants.
It is science that tells us what colors most people prefer, or those basic needs in which we are really willing to spend our money without too much discussion. Knowing these and other secrets is fundamental for the seller, who should know that in most cases the buyer acquires something compulsively and unconsciously. Given this evidence, neuroventa takes advantage of new knowledge about how the brain works and how it is attracted to a certain product. There are certain traits that make the latter, or a service, sell more easily, and a current seller must know them.
Klaric, a scientific specialist specialized in sales, takes advantage of his extensive knowledge base in psychology, neurology, marketing and anthropology, channeling them to present the best strategies in the field of neuroventage.
In a first section of his book, the latter is compared with the traditional sale. Next, we examine what the neurosciences can contribute in this field. Then, the so-called decision process is studied, by which a person decides whether or not to buy a product or service. It is your mind that, based on certain stimuli and information, decides what to do. Understanding this process and what can change it, is of great interest to a seller. Klaric also takes us into the so-called symbolic value. What makes us give a certain value to something, and that this value can be very different from what another person can give? The author also provides numerous tips to improve sales, and reveals the keys to the structure of a neuroventas speech.
In the final part of the book, space is dedicated to knowing the vendor's own mind, which can both influence its success, and how to achieve the best and most motivated sales team, based on the exposed methodology.
The book will interest anyone who works in the field of marketing, but especially if you want to apply to him the new and revolutionary ways of working that arise from neuroventas.
Editorial Planet. 2018. Soft cover, 235 pages. ISBN: 978-84-08190-76-9
You can buy this book here.
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