The Perception of a Difference by
Wes Zimmerman provides a unique approach to
Sales Training and Sales Seminars
. The book is like a conversation with the author.
Improving Business Sales and Marketing Productivity305 powerful pages of timeless sales material on the power in buying, marketing, selling and customer care. More than a sales book, "The Perception of a Difference" is an essential library item for sales management, marketing program management, customer care representatives and business consultants. It is a "must have" textbook for sales training and customer relationship management improvement.
"The sale of something is essential to the happiness of every individual and the existence of every enterprise, be it business, educational, religious, political, or other. Important personal endeavors, including choosing a marriage partner, maintaining a friendship, and getting a job require selling. Selling requires a buyer, reaching the buyer requires marketing in some form, and when the sale is made the customer must be cared for in a way that ensures s/he will buy from the business again and also tell others to."
"Buying, Marketing, Selling, and Customer Care are key blocks in business and personal success and are held in place by Trust and supported by Customers. You can't have any one without the others and they all depend on the power of the perception of a difference."
An arch is the strongest structure in the world and as in a physical arch; The Business Arch is built from the bottom up. Learn what it is and why it is important to sales.
Chapter 1 – Making Dreams Come True
Page 1
The power of a Perception of a Difference (POD) makes your dreams come true and enables you to make a difference by making the dreams of others come true.
Chapter 2 – Buying
Page 9
When you understand the process of buying you posses a tool that can improve your life and the lives of others. This is especially true when your work involves Marketing and Selling
Chapter 3 – Marketing, A Key Block in the Business Arch
Page 33
Any job in Marketing is a great responsibility because Marketing's function and responsibilities in a business are widely misunderstood. This misunderstanding is often one of the causes of the problems that result in low sales and management disagreements.
Chapter 4 – An Example from the Past
Page 67
The easiest way to see the breadth as well as the gross detail of Marketing in a company is by seeing an example. This one is a beauty.
Chapter 5 - Creating Awareness
Page 87
Now that you know what Marketing really does, it is time to discuss what many people think is the only thing it does.
Chapter 6 - Selling
Page 115
Selling takes over in the buying process when interactive dialog with a human is necessary for you to complete the buying decision. It is the realm of the professional salesperson. This chapter is designed to give you an overall understanding of the sales profession. The emphasis is on the practical and what actually works. You will find it useful if you are considering a career in sales, are selling currently, or are responsible for a sales operation.
Chapter 7 - People Educating Each Other
Page 129
Selling is an educational process which the professional salesperson executes effortlessly every day. These stories help you do it well and reveal the rich rewards of this lifetime effort.
Chapter 8 - Moving from Peddler to Counselor
Page 153
In the process of asking question, you generate new ideas in your and the customer's mind. This moves you up the four levels of sales professional without your realizing it's happening. As you read these stories compare them to your recent experiences and discover how much you've grown.
Chapter 9 - Succeeding Without Rushing, Pushing, Shoving
Page 179
I believe I was guided into sales as a calling wherein I could help others. Dad enjoyed selling, as did the several 100 salespeople I worked with through the years. Why then were salespeople ranked so low and rarely considered to be in a profession?
Chapter 10 - Gardeners and Those That Garden and Pursue
Page 223
It takes a special person to do both and be happy. The Gardener may have the toughest job of all without its being recognized. As you listen to their stories you see some powerful professionals at work.
Chapter 11 - Customer Care
Page 261
Customers come in two flavors: the Arch falls without both of them.
Chapter 12 - Wes' Last Word
Page 275
The Keystone in the Arch
