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Selling Big to China: Negotiating Principles for the World's Largest Market

Book Description

This book is a complete sales and negotiating guide for mainland China and includes practical and measurable techniques that have been tested and proven to work with Fortune 500 companies operating in the 'Middle Kingdom'. It is divided into four main areas:

  • The Knowledge

  • The Sales Call

  • The Negotiation

  • The Maintenance

The book is the result of my 8 years of training in sales and negotiation skills across mainland China, as well as running a multi-city, multicultural company in the 'World's Most Stressful Country' (according to Newsweek). The book includes a collection of anecdotes from this experience, as well as case studies developed by working closely with leading companies in China. Some of these companies include Rockwell Automation, Microsoft, Thomson, SAP, and NBC.

Sales and negotiating is not easy, particularly when done in a country with completely new values and rules of engagement. The purpose of this book is to lay the rules out clearly, and provide the reader with an easy to understand strategy to doing business in mainland China.

Table of Contents

  1. Title Page
  2. Copyright Page
  3. Dedication
  4. Acknowledgments
  5. Introduction
    1. THE CHINESE GENERATIONS
    2. SALES IN CHINA
    3. MYTH 1: THE B2B SALE
    4. MYTH 2: SALESPEOPLE CLOSE DEALS
  6. Part One - The Knowledge
    1. CHAPTER 1 - The Target Acquisition Equation
    2. CHAPTER 2 - Needs
      1. POSSIBLE NEEDS
      2. NEEDS VERSUS POSITIONAL SALES
      3. TARGETS
      4. ALTERNATIVE SOURCES OF INFORMATION
    3. CHAPTER 3 - Features
      1. THE FEATURES FOLDER
      2. USING THE FEATURES FOLDER
    4. CHAPTER 4 - Benefits
      1. LINKING TO BENEFITS
      2. USING THE LINKS
    5. CHAPTER 5 - Goodwill
      1. THE POWER OF GOODWILL
      2. POSITIVE LANGUAGE
      3. MIRRORING AND MATCHING
      4. ADDING GOODWILL IN WRITING
      5. RECIPROCATION
      6. COMFORT AND CONFIDENCE LINK
    6. CHAPTER 6 - Reputation
      1. KEY OPINION LEADERS
      2. WOMBAT SELLING
      3. KEY INTERNAL INFLUENCERS
    7. CHAPTER 7 - Trust
    8. CHAPTER 8 - Agreement
  7. Part Two - The Sales Call
    1. CHAPTER 9 - Checking
      1. WHAT CONSTITUTES A CHECK?
      2. HOW MUCH CHECKING DO I NEED BEFORE I CAN SIGN THE CONTRACT?
      3. ARE ALL CHECKS EQUAL?
      4. CHECKS IN ACTION
      5. MOTIVATING YOUR SALES FORCE
      6. THE MEETING
      7. RECORDING INFORMATION
      8. THE PROPOSAL
  8. Part Three - The Negotiation
    1. CHAPTER 10 - Negotiating with Your Target
      1. LEVERAGE
      2. BATNA
      3. MEASURING YOUR LEVERAGE
      4. INCREASING YOUR LEVERAGE
    2. CHAPTER 11 - Personalities of a Negotiation
      1. CONFLICT AVOIDERS
      2. ACCOMMODATORS
      3. COMPROMISERS
      4. PROBLEM SOLVERS
      5. COMPETITORS
    3. CHAPTER 12 - Tactics of Negotiation
      1. IDENTIFY THE TACTIC
  9. Part Four - Keeping Your Target Satisfied
    1. CHAPTER 13 - Maintenance
      1. SHARING INFORMATION
      2. CALL, DON’T E-MAIL, THROUGH PROBLEMS
      3. OFFER SOLUTIONS
      4. ADD VALUE (THINK LIKE YOUR TARGET)
      5. MAINTAIN GOODWILL
    2. CHAPTER 14 - Handling Complaints
      1. WHY DO CUSTOMERS COMPLAIN?
      2. THE FIVE STEPS TO COMPLAINT HANDLING
  10. Part Five - Now What?
    1. CHAPTER 15 - Execution
  11. Appendix
  12. Bibliography
  13. Index