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Authenticity: The Head, Heart, and Soul of Selling

Most sales training focuses on getting to know the product, analyzing the market, and identifying the competition, but there is more to sales success than that. Successful selling takes three types of preparation:

• The what: knowing the product, the industry, and the competition
• The how: applying the knowledge, enhancing social interaction, developing relationships, and dealing with emotional ups and downs
• The why: understanding the customer’s purpose, intention, values, inner belief boundaries, and self-value

Emotional factors are powerful contributors to sales success. In this book, you will go beyond the what to the how and why, and learn whole-being selling—selling that utilizes the head, heart, and soul and brings mental, emotional, and spiritual forces together.

in Authenticity, sales expert Ron Willingham shares new discoveries about the deeper causes of sales success or failure, and offers a step-by-step guide to:

• Develop stronger client relationships through enhanced social skills
• Increase the value you bring to customers (and feel more worthy of success and compensation)
• Boost sales by learning and applying the fundamentals of client-focused selling

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Authenticity: The Head, Heart, and Soul of Selling

Most sales training focuses on getting to know the product, analyzing the market, and identifying the competition, but there is more to sales success than that. Successful selling takes three types of preparation:

• The what: knowing the product, the industry, and the competition
• The how: applying the knowledge, enhancing social interaction, developing relationships, and dealing with emotional ups and downs
• The why: understanding the customer’s purpose, intention, values, inner belief boundaries, and self-value

Emotional factors are powerful contributors to sales success. In this book, you will go beyond the what to the how and why, and learn whole-being selling—selling that utilizes the head, heart, and soul and brings mental, emotional, and spiritual forces together.

in Authenticity, sales expert Ron Willingham shares new discoveries about the deeper causes of sales success or failure, and offers a step-by-step guide to:

• Develop stronger client relationships through enhanced social skills
• Increase the value you bring to customers (and feel more worthy of success and compensation)
• Boost sales by learning and applying the fundamentals of client-focused selling

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Authenticity: The Head, Heart, and Soul of Selling

Authenticity: The Head, Heart, and Soul of Selling

by Ron Willingham
Authenticity: The Head, Heart, and Soul of Selling

Authenticity: The Head, Heart, and Soul of Selling

by Ron Willingham

Overview

Most sales training focuses on getting to know the product, analyzing the market, and identifying the competition, but there is more to sales success than that. Successful selling takes three types of preparation:

• The what: knowing the product, the industry, and the competition
• The how: applying the knowledge, enhancing social interaction, developing relationships, and dealing with emotional ups and downs
• The why: understanding the customer’s purpose, intention, values, inner belief boundaries, and self-value

Emotional factors are powerful contributors to sales success. In this book, you will go beyond the what to the how and why, and learn whole-being selling—selling that utilizes the head, heart, and soul and brings mental, emotional, and spiritual forces together.

in Authenticity, sales expert Ron Willingham shares new discoveries about the deeper causes of sales success or failure, and offers a step-by-step guide to:

• Develop stronger client relationships through enhanced social skills
• Increase the value you bring to customers (and feel more worthy of success and compensation)
• Boost sales by learning and applying the fundamentals of client-focused selling

Product Details

ISBN-13: 9780735205345
Publisher: Penguin Publishing Group
Publication date: 05/06/2014
Pages: 336
Product dimensions: 5.90(w) x 8.20(h) x 1.20(d)
Age Range: 18 Years

About the Author

Ron Willingham is the author of 11 books, and more than 20 training courses that have been conducted in 130 nations, with more than 1.5 million graduates. In the early 1980s, his Integrity Selling course was the first to combine client-focused, needs-based selling concepts aimed at creating actual behavior change. He was the first chairperson of the National Speakers Association’s Sales Trainers Group. After entering the training and development field in the mid-1960s, he worked with great thinkers in the human potential field including Dr. Maxwell Maltz, author of the bestselling book Psycho-Cybernetics, and W. Clement Stone, author with Napoleon Hill of Success Through a Positive Mental Attitude.

His unique Authentic Salesperson course, upon which this book is based, was launched in 2011

Table of Contents

Introduction: How This Book Can Help You Increase Your Sales and Quality of Life xiii

Part I Laying a Strong Foundation

1 Purpose: Why You Sell (Your Intent) Is More Important Than How You Sell (Your Strategy) 3

2 Authenticity: Bringing Your Knowledge, Emotions, and Values into Congruence 37

3 Guidance: The CLIENT-Focused Sales System 71

Part II Practicing the Six-Step Client-Focused Sales System

4 Connect: Gaining Comfort, Trust, and Rapport with Clients 91

5 Listen: Diagnosing Clients' Wants, Needs, or Desired Solutions 117

6 Illustrate: Explaining How You Can Help Clients Enjoy Their Desired Benefits 141

7 Evaluate: Making Sure Your Solutions Are Right for Clients 159

8 Negotiate: Working Out Problems That Keep Clients from Buying 175

9 Transact: Exchanging Your Solutions for Clients' Payment 191

Part III Deeper Drivers of Sales Effectiveness

10 Persist: Working Through Your Emotional Ups and Downs 209

11 Grow: Expanding Your Current Inner Belief Boundaries 245

12 Liberate: Erasing Spiritual and Emotional Scar Tissue 271

Diagnostics 295

Afterword 297

Thanks to Special People 299

What People are Saying About This

From the Publisher

"Authenticity guides one to create a strong personal character, lovingly put into service to the larger whole of humanity, as a rich foundation for a satisfying and successful life in all fields of endeavor."
—William A. Tiller, Ph.D., Professor Emeritus, Stanford University, author of Science and Human Transformation

“A great read on the art of selling and what it takes to be successful. I highly recommend this book for anyone interested in increasing their success.” —Jerry Colangelo, CEO of USA Basketball and former owner of the Phoenix Suns and Arizona Diamondbacks

“No one knows the heart, head, and soul of selling as well as Ron Willingham. Authenticity is how everyone should approach selling today. I love the book.”
—Pat Sullivan, CEO of Contatta, founder of ACT! and SalesLogix, and pioneer of CRM systems

“In an era when trust is so fragile, the professional sales person must be able to sell with both heart and head—demonstrating both vulnerability and competence. A well-balanced combination of EQ and IQ is the formula for success in today’s world of sales. Ron Willingham puts theory into practical terms in his latest insightful masterpiece. Read it, study it, and apply it for your successful journey into mega-sales.”
—Jeff Hughes, CEO of GAMA International

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