Chapter Synopsis






Chapter 1 – Anyone can sell … and enjoy doing it!

Chapter One is all about the experiences that created the idea of Turning Selling into Buying (TSB) and the detailed techniques and exercises that came out of it.

It describes my many years as a pressured, hard-working but successful salesman and my realisation that a few small changes would make my life easier, happier and more successful.  It then goes on to describe how I took those ideas, developed them into a full-blown approach which I then took out into the real world of sales, marketing, start-ups and consulting assignments.  It finishes by outlining how the book can most easily be navigated by the reader.

Chapter 2 – How People Communicate and Influence

This chapter sets the groundwork for the work and learning in those that follow.  It starts by describing and giving examples of the ‘Four Mindsets’ that can so hugely help to make Turning Selling into Buying a perfectly natural and easy approach to influencing other people in your life and work.  It then goes into the detail of the four Foundations of TSB.  The:

  • Human Communication Model
  • Filters to Communication we all apply
  • changing Frames that we each see our world through
  • Fulcrum of Influence – the difference between success and failure of your case

Chapter 3 – How People Buy

This goes to the heart of TSB, by looking in great detail at the only 5 reasons that anyone buys anything or ‘buys into’ your idea.  Having mastered the basics of Buying Drivers, the chapter looks at its more complex variations that can drive a purchase or a decision.  It finishes by looking at the idea of your ‘offering’ – and how it might satisfy those Buying Drivers.  It looks at exactly what comprises an ‘Offering’ and why this is a sop much better approach than selling a product, service or even a ‘solution’.  The chapter contains tests and exercises to help you discover what the potential Buying Drivers are for your Offering.

Chapter 4 – The Buyer’s Side of the Table

Chapter 4 exposes the importance of ‘sitting on the Buyer’s side of the table’, and seeing the decision or purchase from their point of view – the way they consider it, how they judge it and what process they prefer to use to evaluate it.  It contains a simple but powerful exercise that, easily mastered, can become part of the way of your life Turning Selling into Buying.

Chapter 5 – Navigate Your Buyers Mind

Some of the more powerful tools in the book are introduced in this chapter. The first is the extensive and powerful verbal toolkit you can use to navigate your Buyer’s mind – their attitudes, the way they see things, how quickly and easily they can change the way they perceive the matter in hand.  The second tool looks at how we can adjust the way our Buyer navigates themselves – and in a way that will allow them to see for themselves the benefits to them of making the decision or purchase.

Part Two – ‘Readiness’






Chapter 6 – Buyer Discovery

This chapter is chock-full of great ideas and techniques that will help you to learn about people and their organisations.  It looks in detail at how Google searches can be used to help you, and then some powerful and effective ways to use LinkedIn and its equivalents.  It finishes with a practical, fun, but very productive exercise that will let you see and prepare for problems and opportunities long before they happen.

Chapter 7 – Build your ‘Buying Drivers’

This is where the ‘rubber really hits the road’ and you’ll apply everything you’ve learned so far to draw out the Buying Driver for what you actually offer.  It makes no difference whether it’s simply an idea or a complex technical or business solution, or somewhere between.  This chapter shows you in detail how to create them, enrich them and force every possible ‘reason to buy’ out of them – far more than your alternative!  It then shows you how different combinations of Buyer, Situation and Offering can have greatly varying Buying Drivers and how important this can be in saving you time, money and effort.

Chapter 8 – Use TakeAways for Influence

The outputs from chapter 7 can now be ‘packaged up’ into simple, easily used formats for use by your or your colleagues ‘in the front line’ with your Buyer.  Probably of greatest value of all is the step you can now take to generate a financial reason to buy – and one that’s likely to be stronger than any opponent.  Without it, it’s easy for your Buyer to get ‘stuck’ with a Desire to Buy, but insufficient (or no) cost justification.  The final ‘packaging up’ is the creation of a ‘Delivery Narrative’ that helps your Buyer to see the route they can take from Decision (or Purchase) to the satisfaction of their Buying Drivers  – sometimes moments later, but perhaps months or years away.

Chapter 9 – Your Anchor Analysis

This is where the art and science of Turning Selling into Buying steps firmly into the commercial world.  In this chapter, you’ll learn how people become convinced – and how you can ensure they stay that way.  You’ ll discover the four cornerstones that, if you have them at hand for every commercial influence decision, will guarantee you success.   To allow you to always have them available, you’ll learn the last three, powerful and wide-reaching tools you’ll need to turn Selling into Buying

Chapter 10 – The Best Elevator Pitch in the World

This chapter is simply a demonstration of one of the most productive uses of every single one of the techniques and insights that you’ll have learned in the previous chapters.   You’ll not only learn how to craft a ‘suite‘ of elevator pitches that you can use for different situations, offerings and potential buyers.  The chapter also looks in detail at the more ‘Dragons’ Den’ approach of presenting your ideas to potential investors and backers. The whole is tied together with loads of practical, down-to-earth ideas to help you be fearless and creative in such situations.

Afterword‘Making the Change Stick’

Here I looks forward to ways in which you can apply, practice and develop everything you’ve learned and practiced.  I start by offering practical, down-to-earth ideas for ensuring that the change you learned does stick.  I then go on to look at the various support systems and opportunities for development and training  offered by me and my colleagues and associates.

To buy the book click here – ENJOY!