Winning the Deal

倪建伟Jiuzhou Press · ChinaMar 2023

Rating 3.5
Word count
138K words
Chapters
46
ISBN
9787522514796

Tags

Management Business DecisionsKey Account SalesStrategic PlanningTeam CollaborationWorkplace RelationsRisk ControlField CasesExperience DistillationDeal WinningSales Methodology

Summary

Win the Deal distills Ni Jianwei's 22 years of hard-won experience and theory in key account sales.

Most sales theory and technique books on the market offer partial, linear, point-to-point selling methods, which work when the closing environment is relatively simple and brand momentum is strong. But as the market changes and the sales environment grows more complex, without strategic thinking and planning, it is easy to be left behind.

Win the Deal is a holistic, systematic sales playbook that introduces the S1651 100% Win framework, helping readers find breakthroughs and paths to close deals in any sales scenario across five dimensions: cognitive upgrade, strategic upgrade, tactical upgrade, communication upgrade and practical upgrade.

Editor's review

Win the Deal is a dedicated work by veteran sales expert Ni Jianwei distilling over twenty years of hands-on experience, not a compilation of armchair sales theory. Its core value lies in its strong practical orientation and systematic thinking. Taking the complex field of key account sales as its entry point, the author analyzes in depth the complete winning cycle, from lead discovery, needs exploration, solution presentation and business negotiation to relationship management. What is especially valuable is that the book does not stop at the level of technique but builds an underlying logical framework integrating strategic vision, customer psychology and organizational game theory, helping readers understand that the essence of sales behavior is value creation and trust building. The many real, vivid cases in the book not only show paths to success but also candidly share lessons from failure and risk-avoidance strategies, making the content highly referential and instructive. For readers aspiring to advance in B2B sales, this book is more like a wise hands-on coach, offering a transferable, replicable thinking model and action map whose value far exceeds specific scripts and concerns the elevation of one's professional vision.

Who it's for

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Reading tips

  1. Read alongside an actual project you are working on, thinking as you go about how to apply the book's strategic frameworks to analyze the current situation
  2. Focus on the chapters on customer decision-chain analysis and competitive situation assessment, which are the foundation for effective sales strategy
  3. Try noting down the core tools and self-check questions mentioned in the book and review them before key sales milestones as an action checklist

About the publisher

Jiuzhou Press China · Founded in 1993

Jiuzhou Press is a comprehensive publisher with humanities, social sciences, and classic works as important publishing directions, maintaining a sustained focus on philosophy, history, literature, and social culture. Its catalogue includes works by modern literary masters such as Xiao Hong and Lu Xun, as well as intellectual and art history works by Xu Fuguan, including A History of Chinese Theories of Human Nature: Pre-Qin Volume, A History of Han Thought, and The Spirit of Chinese Art: A Study of Shitao. It also translates and introduces overseas academic works such as Peter H. Wilson's The Thirty Years War: Europe's Tragedy and Peter Suber's The Case of the Speluncean Explorers, and covers cross-cultural exchange themes such as From Dunhuang to Samarkand. Its publishing character lies in balancing the organization of original texts with academic translation, forming relatively stable author and title resources in categories including philosophy, military affairs, theory, and social culture. More complete information about the press's publishing history and plans is limited in publicly available sources; this summary is based only on the titles in the catalogue.

Contents

  1. 版权信息
  2. 序言 成为销售高手，你需要一张作战地图
  3. 01 认知升级 掌握基础原则与技巧，成为精英销售
  4. 销售内核：销售卖的是思想，客户买的是“感觉”
  5. 销售的降维打击：先谋全局，才能赢一域
  6. 利用大客思维，成为少有的20%
  7. 利他，销售的反向“利己”
  8. 目标法则：看似不可能，实则可能
  9. 惊艳思维，与众不同才能赢得机会
  10. 宠物狗策略VS登门槛效应，逆向转化成为销售高手
  11. 02 战略升级 创新应用S1651赢单策略，成为赢单高手
  12. 何为S1651百分百赢单体系
  13. Sponsor（举荐人）制度：在客户内部找到一个指导我方赢单的人
  14. 1张赢单导航图：根据销售规律制定一份赢单导航图
  15. 6个控单点：把握赢单6个要素，实现控单
  16. 5个赢单拐点：找到决定胜负关键点，前期公关与推进
  17. 1个攻心术：策划一件让客户感动的事，影响购买决策
  18. 03 战术升级 精准调整优劣势，实现完美控单
  19. 成交机会评估：根据竞争实力设计赢单战术模型
  20. 我方处于优势：提前卡位，锁定结果
  21. 我方处于劣势：浑水摸鱼，逆向取胜
  22. 我方关系落后：另辟蹊径，重新策划成交点
  23. 我方与竞争对手各有各的支持者：各个击破，拿到订单
  24. 我方客情及方案均不利：破釜攻心，一招逆转
  25. 04 沟通升级 巧用745沟通术，轻松搞定客户
  26. 人设管理：如何成为客户最喜欢的人
  27. 建立自信的10个有效方法
  28. 快速交友：三步和客户成为“好朋友”
  29. 好的聊天效果是设计出来的
  30. 沟通前准备：筹划一场无法抗拒的说服
  31. 7秒开场：瞬间得到客户的信任与认同
  32. 4大铺垫：让成交变得快速、简单
  33. 5秒收尾：期待前置，让客户自己说服自己
  34. 05 实战升级 销售技巧的多维应用，让你十单九中
  35. 技巧只是利器，品质才是“正合”
  36. 实战案例分析一：客户为何久攻不下
  37. 实战案例分析二：如何甄别客户的话是真是假
  38. 实战案例分析三：不善言谈的人如何成为销售高手
  39. 实战案例分析四：看到招投标信息，老板不同意参加怎么办
  40. 实战案例分析五：如何把与采购员之间的浅关系发展成合作关系
  41. 实战案例分析六：遇到客户采购，我方价格不占优势，怎么办
  42. 实战案例分析七：突遇竞争对手降价抢单怎么办
  43. 实战案例分析八：后进场者面对层层竞争，如何成功突围
  44. 实战案例分析九：如何赢得客户领导的欣赏和支持
  45. 实战案例分析十：遇到客户骗吃骗喝怎么办
  46. 后记 新经济时代，愿你成为真正的销售大神

FAQ

What are the main differences between this book and common sales technique books? This book focuses more on the strategic, systematic and complex nature of B2B key account sales, emphasizing the business logic, customer organizational politics and long-term value planning behind sales rather than scattered communication tips.
Is the content applicable to sales in all industries? The core strategic thinking (such as decision-chain analysis, competitive strategy and value building) is universally applicable, but the cases and specific methods lean toward solution selling and project-based selling and other complex sales scenarios, with relatively limited reference value for fast-moving consumer goods or simple transactions.
Will this book be too difficult for sales beginners? The book covers content from basic to advanced. Beginners can start with the foundational chapters on customer development and needs exploration to build a correct sales mindset, then gradually move into the more complex strategy sections, using it as a roadmap for future career development.

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About the author

倪建伟 Author

Ni Jianwei is an author in the Chinese book market who focuses on sales and management topics. Public information about him is limited, and no clear record of his life or background is available. Six of his works are included in the collection, namely Notes on Grabbing Orders, Explosive Order Winning: A Gold-Medal Salesperson's Practical Handbook, Winning Orders, Details Determine the Deal: 34 Business Details That Raise the Signing Rate, A Guide to Cultivating Sales Elites (5 volumes), and Closing in 7 Seconds: Top Players Sign Deals Differently. These works center on practical sales, with touches of motivational growth, addressing signing techniques, closing rhythm, and the development of salespeople's skills. Their titles are direct and specific, and the books read like methodology and operating manuals suitable for frontline practitioners to consult as needed. Judging from the subject matter, the author's writing consistently focuses on sales processes and practical strategies; however, given the limited information, his industry experience and professional credentials cannot be verified, and readers may consult the works according to their own needs.