Slow Down, Sell Faster!

About the Author

Kevin Davis is the president of TopLine Leadership, Inc., a leading sales and sales-management training company. With over 30 years of experience as a salesperson, sales manager, sales trainer, and consultant, Davis is a well-respected figure in the field of sales. His expertise is reflected in his writing and training programs, which focus on improving sales effectiveness and management strategies. Davis's earlier book, "Getting into Your Customer's Head," redefined traditional sales approaches by emphasizing the importance of understanding customer needs.

Main Idea

"Slow Down, Sell Faster! Understand Your Customer's Buying Process and Maximize Your Sales" by Kevin Davis advocates for a customer-centric sales approach. The book emphasizes aligning the sales process with the customer's buying process to create win-win solutions. By slowing down and understanding the customer's needs and decision-making journey, salespeople can accelerate their sales and build stronger relationships with their clients.

Table of Contents

1. Introduction
2. Understanding Buying is Where Selling Should Start
3. The Eight Steps in the Customer's Buying Process
4. Mastering the Politics of Selling to Multiple Decision Makers
5. The Eight Sales Roles
6. Coaching the Eight Sales Roles

Introduction

In the introduction, Kevin Davis sets the stage by highlighting a fundamental shift in sales strategy: understanding that selling should begin with the buying process. He emphasizes that traditional sales techniques, which focus on the salesperson's agenda, are less effective in complex sales environments where multiple decision-makers are involved. Davis asserts that to sell faster, salespeople must first slow down and align their processes with how customers make decisions.

"An understanding of buying is where selling should start." - Kevin Davis

Davis challenges salespeople to rethink their approach by focusing on the customer's buying process. This shift in perspective requires empathy and a deep understanding of the customer's needs, fears, and motivations. By doing so, salespeople can build trust and credibility, which are crucial for closing complex sales.

Understanding Buying is Where Selling Should Start

Davis explains that successful sales begin with a deep understanding of the customer's buying process. He categorizes buying into two types: "buy-knowing" and "buy-learning." In "buy-knowing," customers already have enough information to make a purchase decision quickly. In "buy-learning," customers need to gather more information before making a decision. Davis focuses on the latter, where salespeople can add significant value by guiding customers through their learning process.

This section highlights the importance of empathy and active listening in sales. By understanding the customer's needs and concerns, salespeople can tailor their approach to provide the right information at the right time, thereby facilitating a smoother buying journey.

"Customers don't care about the steps of your sale. They care about getting their needs met." - Kevin Davis

Davis stresses that salespeople must adapt their sales process to align with the customer's buying process. This alignment involves understanding the different stages of the buying journey and adjusting the sales approach to meet the customer's evolving needs. By doing so, salespeople can create a more engaging and supportive experience for their customers.

The Eight Steps in the Customer's Buying Process

Davis outlines four phases of the buying process, each with two steps:

• Need: Change and Discontent
• Learn: Research and Comparison
• Buy: Fear and Commitment
• Value: Expectations and Satisfaction

Each step corresponds to a specific sales role: