书名
英文书名：The 22 Laws of Sales 中文书名：销售的22条军规
描述
英文描述：This book provides 22 immutable laws for modern sales success. It moves beyond outdated scripts and tactics, focusing on building trust, creating value, and understanding the customer. It's a practical guide for anyone who wants to become a trusted advisor, not just a vendor, and master the art and science of selling in today's world. 中文描述：本书提供了22条不可动摇的现代销售成功法则。它超越了过时的脚本和战术，专注于建立信任、创造价值和理解客户。对于任何希望成为值得信赖的顾问而不仅仅是供应商，并掌握当今世界销售艺术与科学的人来说，这是一本实用的指南。
关键词
中文关键词 - 销售策略 - 销售技巧 - B2B销售 - 顾问式销售 - 客户关系管理 - 销售心理学 - 客户开发
英文关键词 - Sales Strategy - Sales Techniques - B2B Sales - Consultative Selling - Customer Relationship Management - Sales Psychology - Lead Generation
建议分类
- Business & Money > Sales & Selling
- Self-Help > Communication & Social Skills
大纲
英文目录大纲
- Foreword: Beyond the Script: Why the Old Sales Playbook Is Broken
- Part I: The Foundation of Trust
- Law 1: The Law of Authenticity - People buy from people they trust, not from scripts they hear.
- Law 2: The Law of Empathy - To sell a solution, you must first feel the problem.
- Law 3: The Law of Listening - The most persuasive people don't talk; they listen.
- Law 4: The Law of Reciprocity - Give value before you ask for it.
- Part II: The Art of the Conversation
- Law 5: The Law of the Compass - Don't sell to everyone; sell to the right one.
- Law 6: The Law of the Gatekeeper - The real gatekeeper isn't the assistant; it's the lack of value.
- Law 7: The Law of Curiosity - Your questions are more powerful than your pitches.
- Law 8: The Law of the No - Celebrate a quick no to get to a faster yes.
- Law 9: The Law of the Story - Facts tell, but stories sell.
- Part III: The Science of the Deal
- Law 10: The Law of the Frame - The person who frames the conversation controls the outcome.
- Law 11: The Law of the Bridge - Connect your solution to their problem, not your features to their ears.
- Law 12: The Law of Scarcity & Urgency - People want what they can't have and act when they must.
- Law 13: The Law of Detachment - The less you need the sale, the more likely you are to make it.
- Law 14: The Law of the Trial Close - Always be testing the temperature before asking for the final commitment.
- Law 15: The Law of the Concession - Never give something without getting something in return.
- Law 16: The Law of Silence - Once you've made your offer, the first one to speak, loses.
- Part IV: The Engine of Growth
- Law 17: The Law of the Follow-Up - Fortune is in the follow-up, not the first contact.
- Law 18: The Law of the Flywheel - Your best source of new business is your last happy customer.
- Law 19: The Law of the Pipeline - A salesperson's success is measured by the health of their pipeline, today and tomorrow.
- Law 20: The Law of Consistency - Small, consistent efforts compound into massive results.
- Part V: The Modern Salesperson
- Law 21: The Law of Adaptability - The tools change, the principles don't. Evolve or be forgotten.
- Law 22: The Law of Integrity - Your reputation is your most valuable asset. Protect it with your life.
- Conclusion: The Salesperson of Tomorrow: A Trusted Advisor, Not a Vendor
中文目录大纲
- 前言: 超越脚本：为什么旧的销售手册已经失效
- 第一部分: 信任的基石
- 第1条军规: 真实定律 - 人们从他们信任的人那里购买，而不是从他们听到的脚本那里购买。
- 第2条军规: 共情定律 - 要销售一个解决方案，你必须首先感受到问题所在。
- 第3条军规: 倾听定律 - 最有说服力的人不是说，而是听。
- 第4条军规: 互惠定律 - 在索取之前先给予价值。
- 第二部分: 对话的艺术
- 第5条军规: 指南针定律 - 不要向所有人销售，要向对的人销售。
- 第6条军规: 看门人定律 - 真正的看门人不是助理，而是缺乏价值。
- 第7条军规: 好奇心定律 - 你的问题比你的推销更有力。
- 第8条军规: “不”定律 - 庆祝一个快速的“不”，以便更快地得到一个“是”。
- 第9条军规: 故事定律 - 事实只是陈述，但故事才能销售。
- 第三部分: 交易的科学
- 第10条军规: 框架定律 - 控制对话框架的人控制结果。
- 第11条军规: 桥梁定律 - 将你的解决方案连接到他们的问题，而不是将你的功能灌输到他们的耳朵里。
- 第12条军规: 稀缺与紧迫定律 - 人们想要他们不能拥有的东西，并且在必须行动时才会行动。
- 第13条军规: 超然定律 - 你越不需要这笔交易，就越有可能成交。
- 第14条军规: 试探性成交定律 - 在要求最终承诺之前，始终要测试温度。
- 第15条军规: 让步定律 - 永远不要在没有得到回报的情况下给予任何东西。
- 第16条军规: 沉默定律 - 一旦你提出了你的报价，先开口的一方就输了。
- 第四部分: 增长的引擎
- 第17条军规: 跟进定律 - 财富在于跟进，而不在于初次接触。
- 第18条军规: 飞轮定律 - 你最好的新业务来源是你上一个满意的客户。
- 第19条军规: 管道定律 - 销售人员的成功取决于他们今天和明天管道的健康状况。
- 第20条军规: 一致性定律 - 微小而持续的努力会复合成巨大的成果。
- 第五部分: 现代销售人员
- 第21条军规: 适应性定律 - 工具在变，原则不变。进化，否则被遗忘。
- 第22条军规: 诚信定律 - 你的声誉是你最宝贵的资产。用生命去保护它。
- 结论: 明日的销售员：一个值得信赖的顾问，而非小贩