Chapter 6: Leave the Brochures Behind

Overview

The time has come to take all the concepts, strategies, and tactics from the previous chapters, tie them together, and apply them to your sales calls. It is time to outvalue the competition and receive higher profits as your reward.

This chapter empowers you to evaluate every sales opportunity using cast-in-stone reference points to ensure that the efforts of you and your customers are worth the returns. It explains the following:

• How the framework of the MeasureMax ("Measure to Maximize'') selling system works

• How you use its measuring tools to influence sales in progress

• How your sales orders become planned events, not random occurrences

• How you sell value in business environments that are constantly tempted by low prices

• How to conduct the first two selling phases—MP 1: Spark Interest and MP 2: Measure Potential—without mentioning specific products