Good ideas don't sell themselves. In today's business world it's no longer just sales people who are responsible for winning business. Many people, from TV producers to landscape gardeners, consultants to builders, need to employ convincing communication skills to win clients and commissions. Even managers within a business have to 'sell' their ideas, proposals and plans as they compete for support and scarce resources. With increasingly competitive markets the norm, your customers and clients are almost certain to have a choice. It's not just what your business can do that matters - it's how you pitch your offer that determines success. Poor preparation or presentation at the pitching stage will lose the business to a competitor. Getting the basics right is not enough: you have to get ahead of the competition. This guide is packed with practical ideas, tips and checklists that will ensure you are ahead of the crowd. It takes you right through the process, from deciding whether or not to pitch, getting to know the client, doing the essential preparation and then pitching for success. Unlike most of the titles available, this book covers both written proposals and oral presentations, showing you how to harness effective business communication skills to make the perfect winning pitch. The Definitive Business Series will ensure you get up to speed fast with all the business essentials you need to be a success. With their guided step-by-step approach the latest practical business techniques and concepts and their easy-to-read style, The Definitive Business Series cover every aspect of the topic from the business basics to the essential skills needed to progress in your career. The Definitive Business Series. Your fast-track to business success.
- Limba : Engleza
- Cuprins : About the author Preface Symbols used Acknowledgements Introduction 1 Good ideas don't sell themselves Persuasive communication a life skill Building a better mouse trap the basis of competitive advantage What is a competitive advantage? What is a sustainable advantage? The pitch the missing link It's not my job 2 Spotting the pitfalls The value of auditing A simple communication process Roles in the buying process Delivery format Understand the decision-making process The message Noise and feedback Troubleshooting 3 To pitch or not to pitch Saying 'no' needs bravery The facts and the figures Metrics matter But who do we say 'no' to? The challenge of profiling Profiling the successes Screening opportunities Do we want the business? Manage the volume How to say 'no' 4 Getting to know the market Real customer focus The sector context The role of marketing Build the big picture A market checklist Set up competitor watches Where does customer information come from? Digging fo
- ISBN : 9780273708261