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ProActive Selling


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Table of Contents




Chapter 1: ProActive Selling: Having the Right Tools

at the Right Time to Be a Step Ahead

Tool-Based ProActive Selling

The Customer's Perspective

What Is a Buy/Sell Process?


Matching the Sell Process to the Buy Process

The Length of a Sales Cycle

Why Follow a Process?

Chapter 2: The Buy/Sell Cycle Differences

Feature/Benefit/Value Selling vs. Feature/Benefit Selling


The Split


Chapter 3: The Language of Value

Speak the Right Language

Three LanguagesTool

The Five Ways of Creating Value



Chapter 4: Initiate

Goals of Initiate

Homework Before the Sale

Initial Sales Calls: Overcoming the Fear of Prospecting

The Prospector's Perspective

The Prospect's Perspective-Something to Keep in Mind

Chapter 5: How to Begin and End Every Sales Call

Goal 1: Introduce Yourself-The Beginning

The 30-Second SpeechTool


Goal 2: Introduce Your Product/Service-The Middle

Goal 3: Do We Continue on Through a Buy/Sell Process?-The End

Summarize, Bridge, and PullTool

Chapter 6: Additional Sales Call Introductions

Voice Mail

20-Second Help SpeechTool

20-Second Pattern Interrupt SpeechTool


Beyond the First Call

30-Second Speech: Second Call and BeyondTool

Chapter 7: Control the Middle and the End

Turn Sales Education into ProActive Sales Presentations

Ask 'em/Tell 'em/Ask 'emTool

It's All About ME!

The Danger in the Unspoken Feature

The Right Order

GAP ChartTool

Road Map to the Deal


Chapter 8: Educate the Customer Using

Two-Way Learning

Creating Value Early

Getting Their Attention

Selling Solutions and Finding Trains

Solution BoxTool

Finding TrainsTool

Chapter 9: Qualify: Not a Phase but a Process

Qualification and Disqualification Skills

How You Should Spend Your Time

Qualifying Goals

MMM: The Qualification Process

The Seven Questions

Implementation DateTool

BBB-Buyers Buy BackwardsTool


Three Levels of WhyTool

MMM: The Seven Questions Reviewed

Chapter 10: Validate

The ProActive Initiation of Transfer of Ownership

It's Validation, Not Education!

Let the Buyer Drive: ProActively Inducing the Transfer of Ownership


Homework Assignments


Chapter 11: Justify

Reasons for Justification: Institutional and Individual

Helping the Customer Justify

The Implementation PlanTool

The Drop/Push/PullTool


STT-Short-Term TransferTool

Chapter 12: The Skill of Closing the Deal

What Is a Close?

Defining the Process

Use the Tools

The Real Art of Closing Is in the Definition: Think Like a Buyer

Celebrate Success

Chapter 13: Using Technology to Sell

Sales Touches

Social Media: Getting Involved

Technology Trends

Chapter 14: Applying the ProActive Selling Process

Implementing the New Rules

The Three Languages

The Final Word

Appendix: ProActive Selling Tools


About the Author

WILLIAM "SKIP" MILLER is president of M3 Learning, a leading sales development firm whose clients include Apple, Google, Cisco, Oracle, Teva, Tableau, UGG, and other top companies. He is the author of ProActive Selling, and ProActive Sales Management.


"B2B salespeople can definitely benefit from this book... especially useful for salespeople who sell to executives and other C-suite types."
"If you want to be a top producer, buy the book, read it many times and do not let it out of your sight." --Knights on the Road

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