Free PDF Cross-Selling Success: A Rainmaker's Guide to Professional Account Development, by Ford Harding
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Cross-Selling Success: A Rainmaker's Guide to Professional Account Development, by Ford Harding
Free PDF Cross-Selling Success: A Rainmaker's Guide to Professional Account Development, by Ford Harding
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Product details
Paperback: 230 pages
Publisher: Adams Media Corp (August 1, 2002)
Language: English
ISBN-10: 1580627056
ISBN-13: 978-1580627054
Product Dimensions:
5.5 x 0.8 x 8.5 inches
Shipping Weight: 9.6 ounces
Average Customer Review:
5.0 out of 5 stars
2 customer reviews
Amazon Best Sellers Rank:
#1,505,317 in Books (See Top 100 in Books)
This is the best book (by far) on cross selling that I've found. The books principles can be summarized by Mr. Harding's acronym "BEST."(1) Buyers. Identify the key buyers in the client organization and strive to create relationships with as many -- if not all -- of these buyers as possible.(2) Events. Create "events" such as kick-off meetings, progress meetings, and fact-finding/exporatory meetings that put you in a position to build these relationships and mine for signals (number #3 which follows) of additional needs or concerns.(3) Signals. Listen for signals that the client may need additional services. These signals may be obvious (such as the announcement of a merger or acquisition) or may be simple comments.(4) Techniques. Professionals should equip themselves with listening, relationship-building, and sales skills in addition to professional skills and expertise.The book provides extensive case studies to show each principle in detail and also provides a representative list of the types of events and signals to consider. Again, this book is by far the best available on cross selling. I highly recommend it.
Ford is able to present his topics in a way that is understandable by most small to medium business owners, marketing managers, sales staff and their support teams. This book continues where his Rainmaker book left off.
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