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Centres of Influence (COI's), sometimes referred to as Circles of Influence, is a common marketing term that describes the key people within a businesses target client segment they wish to penetrate.
Building a COI network takes time and a common mistake businesses make when engaging with COI's is to expect immediate results. These professional advisers of customers generally take a lot longer to develop trust with than what it takes for a satisfied customer to refer a friend.
The benefits of this referral isn't only towards the business being advocated, but also to the referee. They are motivated to make the referral as it will increase their standing amongst their peers; as such the referral acts as social currency and both parties benefit.
The need to understand what top-performing reps are doing that their average performing colleagues are not drove Matthew Dixon, Brent Adamson, and their colleagues at Corporate Executive Board to investigate the skills, behaviors, knowledge, and attitudes that matter most for high performance. And what they discovered may be the biggest shock to conventional sales wisdom in decades.
Based on an exhaustive study of thousands of sales reps across multiple industries and geographies, The Challenger Sale argues that classic relationship building is a losing approach, especially when it comes to selling complex, large-scale business-to-business solutions. The authors' study found that every sales rep in the world falls into one of five distinct profiles, and while all of these types of reps can deliver average sales performance, only one-the Challenger- delivers consistently high performance.
Instead of bludgeoning customers with endless facts and features about their company and products, Challengers approach customers with unique insights about how they can save or make money. They tailor their sales message to the customer's specific needs and objectives. Rather than acquiescing to the customer's every demand or objection, they are assertive, pushing back when necessary and taking control of the sale.
The things that make Challengers unique are replicable and teachable to the average sales rep. Once you understand how to identify the Challengers in your organization, you can model their approach and embed it throughout your sales force. The authors explain how almost any average-performing rep, once equipped with the right tools, can successfully reframe customers' expectations and deliver a distinctive purchase experience that drives higher levels of customer loyalty and, ultimately, greater growth.
The New York Times, BusinessWeek, and Wall Street Journal Bestseller that redefined what it means to be a leader.
Since it was first published almost a decade ago, Seth Godin's visionary book has helped tens of thousands of leaders turn a scattering of followers into a loyal tribe. If you need to rally fellow employees, customers, investors, believers, hobbyists, or readers around an idea, this book will demystify the process.
It's human nature to seek out tribes, be they religious, ethnic, economic, political, or even musical (think of the Deadheads).Â Now the Internet has eliminated the barriers of geography, cost, and time. Social media gives anyone who wants to make a difference the tools to do so.
With his signature wit and storytelling flair, Godin presents the three steps to building a tribe: the desire to change things, the ability to connect a tribe, and the willingness to lead.
If you think leadership is for other people, think againâleaders come in surprising packages. Consider Joel Spolsky and his international tribe of scary-smart software engineers. Or Gary Vaynerhuck, a wine expert with a devoted following of enthusiasts. Chris Sharma led a tribe of rock climbers up impossible cliff faces, while Mich Mathews, a VP at Microsoft, ran her internal tribe of marketers from her cube in Seattle.
Tribes will make you thinkâreally thinkâabout the opportunities to mobilize an audience that are already at your fingertips. It's not easy, but it's easier than you think.
Just one of these decisions can alter the course of a personâs life.Â What if you decided to master all seven?
In this revised and repackaged version of Mastering the Seven Decisions, master storyteller and life coach Andy Andrews has fast-forwarded the concept of success and what it takes to make it stick.Â Seeking out what separates the ordinary life from the extraordinary, Andrews has spent much of his life dissecting countless biographies and spending time with some of the most successful people on the planet in an effort to understand the principles that propel them toward greatness.Â
The result: seven simple principles that â when applied consistently- render extraordinary lives. Through his entertaining, down-to-earth style, Andrews introduces these principles and offers all the tools necessary to make lasting changes in your life.
The consistent application ofÂ theÂ Seven DecisionsÂ brings about what can only be called miracles: What was once labeled âimpossibleâ actualizes.Â Opportunities that once eluded you are now attracted to you.Â Dysfunctional relationships transform into harmonious ones.Â Life, which was once a struggle, now becomes an exciting adventure!
Praise for Andy Andrews
âI read everything he writes again and again. Andy Andrews is, quite simply, my favorite author.â
âMargaret Kelly, CEO, RE/MAX
âAndy Andrewsâs wordsâboth written and spokenâare a significant and enduring presence in the lives of our Squadron Commanders around the world.â
âLt. Gen. Michael W. Wooley, USAF Commander, Air Force Special Operations Command
âIf Andy Andrews lived in England, the queen would have knighted him by now. Andyâs booksâall of his booksâare just that good!â
âLouie Anderson, comedian and actor
âAndy Andrewsâs encouragement and motivation have inspired AdvoCare leaders to take the next step forward in their businesses. His insight and wisdom are appreciated, and The Seven Decisions is a must-read book!â
âRichard Wright, president and CEO, AdvoCare
âAndy Andrews has done it again. This book will inspire you, touch your heart and soul, and change you in every way you desire!â
âDon Hobbs, chairman and cofounder, Hobbs & Herder Advertising