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    UnSelling: Sell Less ... To Win More
    UnSelling: Sell Less ... To Win More
    UnSelling: Sell Less ... To Win More
    Ebook86 pages1 hour

    UnSelling: Sell Less ... To Win More

    By Peter Bourke

    3.5/5

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    About this ebook

    The more you sell, the less the client trusts you to tell them the truth. The more you sell, the less inclined the client is to listen. In reality, the more you sell, the less you win. This book on UnSelling is designed to shift the buyer-seller relationship from subservient to collaborative.

    This eBook will outline an approach to control and win the most complex deals that includes:

    - Qualifying new clients that requires no “selling” – period!

    - Understanding how to create a collaborative relationship with the prospect so that your sales teams can understand the truth from the client – not what they want you to believe

    - Contrasting the difference between traditional selling and this unique approach to UnSelling
    - And understanding what to say and how to say it

    Your sales people and leaders will never “sell” the same way again – and will win more as a result.

    LanguageEnglish
    PublisherPeter Bourke
    Release dateApr 6, 2011
    ISBN9780615474946
    UnSelling: Sell Less ... To Win More
    Author

    Peter Bourke

    Peter Bourke is the Founder and Principal of Better Way Sales Strategies. He has more than thirty years of experience in sales leadership in the professional services, high tech, healthcare, and outsourcing industries. Previously he served as president of the outsourcing division of Spherion Corporation. Peter’s background in sales leadership, marketing and operational management includes key roles with Andersen Consulting (now Accenture), IBM, NYNEX, and First Financial Management. At Andersen Consulting he was Global Director of Business Development. In this role, Peter led the development of the business development framework that was implemented throughout the firm for outsourcing and consulting services. In addition to his business career he Peter has been active in two major ministry areas: •As founder and steward in serving those who are in career transition - http://www.c3g.org - and as an author and speaker - http://www.betterwaytomakealiving.com •Walking with Christian men to help them understand God’s purpose for marriage and our role as husbands in an abundant marriage - http://www.menyourmarriagematters.com Peter received a Bachelor of Science degree in Business Administration from California State Polytechnic University, Pomona, as well as an MBA from Pepperdine University. Through Better Way Sales Strategies (http://www.betterwaystrategies.com), Peter provides keynote speech programs, win/loss reviews, and large, strategic opportunity coaching to his clients.

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      Book preview

      UnSelling - Peter Bourke

      UnSelling™ - Sell Less … to Win More

      22 Strategies to Win Without Selling

      Smashwords Edition

      Author: Peter Bourke

      Copyright 2011 by Better Way Strategies, LLC, Alpharetta, Georgia

      For more information, visit

      www.betterwaystrategies.com.

      Company and product names mentioned herein are trademarks or registered trademarks of their respective owners.

      All rights reserved.

      Smashwords Edition, License Notes

      Thank you for downloading this free eBook. You are welcome to share it with your friends. This book may be reproduced, copied and distributed for non-commercial purposes, provided the book remains in its complete original form. If you enjoyed this book, please return to Smashwords.com to discover other works by this author. Thank you for your support.

      Table of Contents

      Introduction: UnSelling … To Win More Business

      Chapter 1: Selling Doesn’t Work

      Chapter 2: The Alternative: UnSelling (Think 7up® - The Uncola)

      Chapter 3: UnSelling Practical Examples and Applications

      1. UnSelling: It’s All In the Words You Use!

      2. Using Provocative Point-Of-View (PPOV) Statements

      3. Qualify Early (And Often) With Small, Polite Confrontations

      4. Whiplash Questions

      5. More on Let’s Decide If It Makes Sense to Do This At All

      6. Don’t Conform; Consult With the Client about Their Evaluation Process

      7. The UnSelling Approach to the Discovery Process

      8. Really Understand Your Client’s Business and Challenges

      9. Executive Access Is Not Optional

      10. Executives, Especially, Don’t Want to Be Sold

      11. Above All Else, the Client Deserves the Truth

      12. Provide the Client Alternatives to Build Trust

      13. Don’t Be a Jack of All Trades and a Master of None

      14. Resist Death by Powerpoint at All Costs

      15. Accelerating Discussions that Are Perfectly Illogical (To Selling People at Least)

      16. Give Your Competitors Some Credit (Sort Of)

      17. If The Prospect Is Doing Something Difficult, They Deserve to Know

      18. Using the Walk Away Strategy… to Win?

      19. While You UnSell, Let Your Client References Sell to Their Heart’s Content

      20. UnSelling Doesn’t Stop at Contract Signing

      21. UnSelling Begins With Account Management

      22. Without a Roadmap, Any Old Selling Road Will Get You Nowhere

      Chapter 4: You Know You Have It Right When …

      About The Author

      Introduction: UnSelling … To Win More Business

      The more you sell, the less the client trusts you to tell them the truth. The more you sell, the less inclined the client is to listen. The more you sell, the more you tend to look (and act) like a hammer looking for a nail – where any nail will do. In reality, the more you sell, the less you win.

      This position is entirely counter-intuitive to the average sales person, mostly because we are taught from the first day of sales training that the key to success is great sales techniques. You can find thousands of books on the art and science of selling – techniques, tricks, even scripts to sell the prospect. Our corporate sales training classes always insist that sales is about understanding the prospect’s needs and then articulating your solution so that the prospect is compelled to choose your obviously-superior solution – right? Not so fast!

      The Background on UnSelling

      I was trained, starting in 1980, by one of the premier sales organizations in the world – the IBM Corporation. I went on to work at some great and highly successful corporations organizations including Nynex (now Verizon) and Andersen Consulting (now Accenture) where I headed up worldwide business development for this market-leading consulting organization for much of the last half of the 90’s. Interestingly, even these well-respected organizations instinctively tend to default to a selling model – focused on compelling the client to choose our product, solution, or approach because it is superior.

      Then in 1997 while at Accenture I conducted a market-wide evaluation of potential sales methodology companies and evaluated an array of sales methodology firms you’ve heard of (and likely been trained by) – including Miller Heiman, Target Account Selling, and Solution Selling, among others. I ended up hiring a sales methodology and training organization I had never heard of – The Complex Sale (TCS). TCS was founded by Rick Page (author of the best-selling book, Hope is Not a Strategy) and I chose Rick’s firm because he understood what few people I had previously met really understood – that sales success, particularly when selling consulting and professional services offerings, has little to do with having the best features and functions of your solution. In fact, the best solution loses more than half the time in competitive deals – over half!

      Based on our success at Accenture and my personal alignment with Rick’s fundamental methodology and thought process, I decided to leave Accenture in 1998 to share both Rick’s methodology and my philosophy about UnSelling to many new and different clients in services-based businesses. I have managed and coached thousands of sales people and led countless large pursuits. And while this little-understood concept of UnSelling has proven successful in many different organizations with whom I’ve worked, I’d be remiss in not acknowledging the insight and knowledge that Rick and his team of Principals have helped me understand and embrace and have been instrumental in the market-tested development of these concepts which have been integrated in this book. I can confidently say that TCS has developed the most effective sales methods and tools to help sales people and teams to win deals they can’t afford to lose.

      Before we cover the UnSelling philosophy and approach in-depth, I should provide one additional dimension central to developing this concept. Since the mid-90’s, while at Accenture, we made a decision to institutionalize the

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