Stop Selling and Start LeadingHow to Make Extraordinary Sales Happen
Make extraordinary sales happen! In the Age of the Customer, sales effectiveness depends mightily on the buyer experience. Despite nearly-universal agreement on the need for creating value in every step of the buyer’s journey, sellers continue to struggle with how to create that value and connect meaningfully with buyers. New research bridges the gap and reveals the behavioral blueprint for sellers that makes buyers more likely to meet with them — and more likely to buy from them. In Stop Selling & Start Leading, you’ll discover that the very same behaviors that make leaders more effective also work to make sellers more effective, too. This critical shift in the selling mindset, and in the sales role itself, is the key to boosting your overall sales effectiveness. • Inspire, challenge, and enable buyers • Change your behavior to build trust and increase sales • Step into your leadership potential • See yourself the way your buyers do• Feel good about selling again When you’re aiming for quota attainment and real connections with buyers, this book gives you the confidence and skills you need.
INTRODUCTION: HOW YOU MAKE EXTRAORDINARY SALES HAPPEN 1 WHAT IF SELLERS BEHAVED AS LEADERS? 7 CHAPTER ONE: WHEN SELLERS ARE AT THEIR BEST 9 Redefining the B2B Buyer Experience 10 More of the Same Behaviors Results in More of the Same Reactions 10 Something Different, but What? 10 Lessons from the B2C Customer Experience 13 Meeting the Preferences of Today’s Buyers 14 Research Provides a Behavioral Blueprint 15 Findings and Implications 16 The Five Practices of Exemplary Leadership 17 Model the Way 18 Inspire a Shared Vision 19 Challenge the Process 20 Enable Others to Act 20 Encourage the Heart 21 It’s Time for Real Change 22 CHAPTER TWO: CREDIBILITY IS THE FOUNDATION OF BOTH LEADERSHIP AND MAKING THE SALE 23 Stereotypical Sales Behaviors Diminish Seller Credibility 24 Credibility Makes a Difference 25 The Prescription for Strengthening Your Personal Credibility 28 PRACTICE 1: MODEL THE WAY 31 CHAPTER THREE: CLARIFY VALUES 33 Find Your Voice 34 Affirm Shared Values 38 Take Action: Clarify Values 44 CHAPTER FOUR: SET THE EXAMPLE 45 Live the Shared Values 47 Teach Others to Model the Values 52 Take Action: Set the Example 57 PRACTICE 2: INSPIRE A SHARED VISION 59 CHAPTER FIVE: ENVISION THE FUTURE 61 Imagine the Possibilities 63 Find a Common Purpose 68 Take Action: Envision the Future 72 CHAPTER SIX: ENLIST OTHERS 73 Appeal to Common Ideals 75 Animate the Vision 79 Take Action: Enlist Others 84 PRACTICE 3: CHALLENGE THE PROCESS 85 CHAPTER SEVEN: SEARCH FOR OPPORTUNITIES 87 Seize the Initiative 90 Exercise Outsight 93 Take Action: Search for Opportunities 99 CHAPTER EIGHT: EXPERIMENT AND TAKE RISKS 101 Generate Small Wins 103 Learn from Experience 107 Take Action: Experiment and Take Risks 112 PRACTICE 4: ENABLE OTHERS TO ACT 113 CHAPTER NINE: FOSTER COLLABORATION 115 Create a Climate of Trust 118 Facilitate Relationships 124 Take Action: Foster Collaboration 128 CHAPTER TEN: STRENGTHEN OTHERS 129 Develop Competence and Confidence 133 Take Action: Strengthen Others 139 PRACTICE 5: ENCOURAGE THE HEART 141 CHAPTER ELEVEN: RECOGNIZE CONTRIBUTIONS 143 Expect the Best 145 Personalize Recognition 150 Take Action: Recognize Contributions 155 CHAPTER TWELVE: CELEBRATE THE VALUES AND VICTORIES 157 Create a Spirit of Community 160 Be Personally Involved 164 Take Action: Celebrate the Values and the Victories 169 CHAPTER THIRTEEN: LEADERSHIP IS EVERYONE’S BUSINESS 171 SOURCES AND NOTES 179 Introduction: How You Make Extraordinary Sales Happen 179 Chapter 1: When Sellers Are at Their Best 179 Chapter 2: Credibility Is the Foundation of Both Leadership and Making the Sale 180 Chapter 3: Clarify Values 181 Chapter 4: Set the Example 181 Chapter 5: Envision the Future 182 Chapter 6: Enlist Others 182 Chapter 7: Search for Opportunities 183 Chapter 8: Experiment and Take Risks 183 Chapter 9: Foster Collaboration 184 Chapter 10: Strengthen Others 185 Chapter 11: Recognize Contributions 186 Chapter 12: Celebrate the Values and Victories 186 Chapter 13: Leadership Is Everyone’s Business 188 Acknowledgments 189 About the Authors 191 Index 197
JAMES M. KOUZES is the Dean's Executive Fellow of Leadership, Leavey School of Business, Santa Clara University, and according to the Wall Street Journal, one of the twelve best executive educators in the United States. BARRY Z. POSNER, PHD, is the Accolti Endowed Professor of Leadership at the Leavey School of Business, Santa Clara University, where he served for twelve years as Dean of the School. DEB CALVERT is the founder of People First Productivity Solutions and The Sales Experts Channel, and author of one of HubSpot's "Top 20 Most Highly Rated Sales Books of All Time."
Buyers have changed, and they expect sellers to make changes too. Today's savvy buyers are impatient with old-school selling tactics and stereotypical sales behaviors. They want sellers who create personalized value and build bonds of trust, sellers who provide a meaningful and relevant experience, and sellers who demonstrate genuine leadership. Your buyers want you to inspire and motivate them while giving them an opportunity to participate in creating something extraordinary. They want you to collaborate with them, strengthen them, and encourage them in the process. They avoid transactions when they anticipate a seller will leave them feeling suspicious, sidelined or manipulated. Unfortunately, they anticipate that most of the time. That's why, to differentiate yourself, and to become a seller of choice and make more sales, you need to Stop Selling & Start Leading. Sellers need to stop behaving like stereotypes found in The Wolf of Wall Street and Glengarry Glen Ross. In place of those mindsets and behaviors, you can choose to lead. Your buyers want you to behave like a leader. Discover within the blueprint of seller behaviors that buyers will respond to favorably, and will cause them to meet and buy from you. Based on research with hundreds of buyers and sellers, Stop Selling & Start Leading reveals how the same principles and behaviors of the celebrated leadership model developed by Jim Kouzes and Barry Posner applies equally well to exemplary sellers. More importantly, it shows you how to leverage the power of The Five Practices of Exemplary Leadership® to consistently make extraordinary sales. The Five Practices are the result of over three decades of research as Jim and Barry gathered and analyzed data to zero in on the behaviors consistently exhibited by the most successful leaders. Their model for leadership is an exact match for what modern buyers want from sellers and to the personal best stories told by successful sellers. Ready to unleash your leadership potential and become the seller your buyers want you to be? It's all right here, waiting for you in Stop Selling & Start Leading.
PRAISE FOR STOP SELLING & START LEADING "Instead of reinforcing typical selling behaviors, this terrific book focuses on leadership qualities and a values-based approach that will delight your customers and enliven your sense of purpose." —Daniel H. Pink, author of To Sell is Human and When "Modern selling must center around transparency, integrity, and true customer focus. Stop Selling & Start Leading presents a proven approach toward this new age of selling." —Mark Roberge, senior lecturer at Harvard Business School "Backed by detailed research, Stop Selling & Start Leading shows the right way to win business: cultivating long-term client relationships built on authority, mutual respect, and trust. This essential playbook will transform your approach to sales." —Dorie Clark, author and adjunct professor, Duke University's Fuqua School of Business "Top sellers turn failures into opportunities, obstacles into challenges, and possibilities into realities. Stop Selling & Start Leading is filled with fresh research and strategies to help sellers transform this success mindset into daily behaviors—and ultimately, close more deals." —Jill Konrath, author of More Sales, Less Time and SNAP Selling "Stop Selling & Start Leading is critical reading for those who want to sell effectively in the future and a book that was desperately needed. If you aspire to be a peer and a trusted advisor, there is simply no better blueprint available to you. Read this with a great sense of urgency." —Anthony Iannarino, author, The Only Sales Guide You'll Ever Need and The Lost Art of Closing FEEL GOOD ABOUT SELLING AGAIN AND MAKE EXTRAORDINARY SALES Stop Selling & Start Leading reveals how you can adopt The Five Practices of Exemplary Leadership® to become an extraordinary seller. You'll learn from research with buyers and stories from sellers about how and why this critical behavioral shift will boost your sales effectiveness. And you'll discover a whole new way of thinking about selling as you step into your full potential as a seller who leads buyers to exciting new heights.
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