Critical Selling: How Top Performers Accelerate the Sales Process and Close More Deals

What it takes to be a top seller

Transform your sales approach with Critical Selling, the dynamic and powerful guide to accelerate the sales process and close more deals. From Janek Performance Group, the award–winning sales training and consulting firm, this research–based selling system shows you how top performers differentiate from the competition, develop stronger, longer–lasting relationships with their customers, and ultimately win more business. Salespeople in every industry, B2B and B2C, can think, act, and communicate in a customer–focused way throughout the selling cycle to:

Accelerate the sales process by quickly discovering what is most important to the customer Stand out from the competition by adding value and insight to the sales discussion Close more deals by creating meaningful connections and trust with customers Present a persuasive and value–based solution tailored to the customer′s unique needs Reduce and overcome challenging customer objections and pushback

Praise for critical selling

"After diligently researching the top–performing salespeople and studying their sales behaviors in a rapidly changing environment, the authors have created a state–of–the–art blueprint that leads to greater sales success. The book recognizes that buying has changed in fundamental ways and salespeople that adapt faster will own the future."
Gerhard Gschwandtner, Founder and CEO, Selling Power

"After implementing the authors′ Critical Selling model within our sales organization, the results were profound! Within a short period of time, we had created a new sales culture, leading to an enhanced customer experience, increased employee satisfaction, and millions of dollars in additional sales. I highly recommend this book!"
Jeffrey Krueger, Director, Consumer Lending Operations, Discover Financial Services

"If you want to take your sales performance to the next level, this is the book for you! Critical Selling is packed with research–based tips from top performers and real–life strategies that work."
Lisa Pearne, Vice President Sales, California Casualty

"Anyone who thinks modern selling still involves a twentieth–century ′sales cycle′ needs to learn the lessons of this book, particularly Chapter 6. It′s a ′buyer′s journey′ today, and the spoils of modern business warfare accrue fastest to sales leaders willing to adapt to the tidal shifts in power, data, and influence that now dictate how we have to sell."
Peter Ostrow, VP, Sales Effectiveness Research, Aberdeen Group

Acknowledgments xi

Introduction Critical Selling: Focusing on What Matters Most 1

1 Selling to Today s Buyers: Remain Customer–Focused 13

Recognize That Buyers Have Changed 15

Use the Right Sales Approach 17

Know How Your Customers Perceive You 20

Become a Trusted Advisor 25

Critical Selling: Lessons Learned 26

2 The First Step Is to Believe: Change Your Mindset 29

Mind Your Mindset 31

Always Be Improving 34

Stay Patient through Change 38

Critical Selling: Lessons Learned 43

3 Why Planning Matters: Determine Your Approach 45

Understand That Planning Matters 46

Think about Planning 48

Set SAM Objectives 50

Plan Ahead and Reflect After 55

Critical Selling: Lessons Learned 58

4 A Solid Opening: Connect with Your Customers 59

Plan Your Opening 60

Master the Greeting 61

Create Connections 62

Deliver a Legitimate Purpose Statement 65

Confirm for Feedback 69

Close the Opening with Some Reflection 72

Critical Selling: Lessons Learned 73

5 It s All about Discovering: Get to Know Your Customers 75

Understand the Benefits of Discovering 77

Ask the Right Questions 79

Target the Six Critical Areas of Focus 84

Listen Actively to Understand Your Customer 90

Avoid Common Pitfalls 98

Critical Selling: Lessons Learned 101

6 Presenting What Your Customer Needs: Link a Tailored Solution 103

Take Advantage of Discovering 104

Plan the Approach 106

Tailor the Solution 108

Ask for Feedback 115

Strengthen the Solution 117

Link Your Solution 124

Critical Selling: Lessons Learned 125

7 Leverage Momentum at Closing: Capture Customer Confidence 127

Summarize Where You ve Been 129

Gain Commitment to Move Forward 132

Define Next Steps 134

Confirm with Your Customer 136

Critical Selling: Lessons Learned 137

8 Dealing with Objections: Return to the Land of Discovery 139

Recognize Real Objections 140

Understand Why Objections Come Up 141

Be Prepared for Objections 143

Work through Objections 146

Maintain Goodwill and Ask for Feedback 155

Critical Selling: Lessons Learned 157

Conclusion

Putting It All Together: Mindset + Practice + Process + Action 159

Plan Each Sales Interaction 160

Connect and Reconnect 163

Ask Questions (and Listen to the Answers) 165

Adjust Your Attitude 170

Appendix

Case Study: The McCrone Group 177

Notes 191

About Janek Performance Group 195

About the Authors 196

Index 199

NICK KANE is a managing partner of Janek Performance Group and co–creator of the Critical Selling® methodology. A recognized thought leader and sales performance expert, he guides numerous organizations in improving their sales effectiveness.

JUSTIN ZAPPULLA is a managing partner of Janek Performance Group and co–creator of the Critical Selling® methodology. In addition to successfully working with hundreds of well–known brands to develop and implement strategic sales performance solutions, he has trained and coached more than 15,000 sales and sales management professionals worldwide.