Heartselling

Heartselling is about selling from your heart and with your heart. It describes the paradigm shift from push marketing to pull marketing. Customers actively avoid pushy marketing and sales approaches and demand more from the companies they do business with. Heartselling is about the science and art of fostering your customer's love to buy from you. Alexander Christiani shows dozens of time tested strategies and tactics to activate the seven magnets of attracting customers. He shows how to orchestrate all these heartselling tools into one comprehensive marketing sinfonia.

Table of Contents

Preface

Chapter 1: Heartselling—Discovering the Pulse to Your Customer’s Heart

The Marketing System of the Seven Magnets.

The First Heart Magnet: Being unique through expert positioningThe Second Heart Magnet: Trustworthiness through word of mouth

The Third Heart Magnet: Getting-in-touch and keeping-in-touch systems

1. The Lead Relationship Management System (LRM-System)

2. The Stay-in-touch Contact Management System

3. The Touching-Their-Heart-Experience Pipeline

4. Socratic Marketing: Installing feedback loops that enable your clients to teach you which products and services to develop next.

The Fourth Heart Magnet to attract your customer: Humanics

Heart magnets on the level of the individual

The Fifth Heart Magnet: Communication skills

The Sixth Heart Magnet: Motivation

The Seventh Heart Magnet: Talent

Chapter 2: The First Heart Magnet—Being Unique: The Secrets behind Expert Status and Positioning

Positioning Exercise No. 1: The Elevator Test

Positioning Exercise No. 2: The Elevator Test in Thirty-six months

Positioning Exercise No. 3: The Bar Stool Test

Positioning Exercise No. 4: The Fan Survey

Positioning Exercise No. 5: Building a Prototype.

Positioning Exercise No. 6: The Concorde Answer

Chapter 3: The Second Heart Magnet—Trust-building through Word of Mouth

Word-of-Mouth Strategy No. 1: Start with the right people

Word-of-Mouth Strategy No. 2: Five ways of initiating word of mouth

Word-of-Mouth Strategy No. 3: Developing a Heart- Touching Story

Word-of-Mouth Strategy No. 4: Piggyback Networking.

Chapter 4: The Third Heart Magnet: Getting and Staying in Touch

1. The Mechanics of Getting in Touch

The Mechanics of Staying in Touch—and reaching your Customer’s Heart Again and Again  

3. Touching the Customer’s Heart with Every Experience: The Customer Experience Pipeline  

4. Touching Your Customer’s Heart through Offering What He Wants and Likes Most: Socratic Marketing

Chapter 5: The Fourth Heart Magnet: Humanics or how to win over your team with a five-star service philosophy and have them look forward to changing company processes

1. Implementing a Five-star Service Philosophy

2. How To Triple Your Team’s Effectiveness in Problem-solving by at Least 300 Percent

Chapter 6: The Fifth Heart Magnet: Magnetic Selling: Tripling the Power of Persuasion

1. The Most Important Paradigm on Persuasion

2. The five steps of Magnetic Selling: How to reach your buyer’s heart by tripling your power of persuasion

Step 1: Situation analysis

Step 2: Strength analysis

Step 3: The challenge analysis

Step 4: The discovery of consequences

Step 5: The benefit discovery

Magnetic Selling in handling objections

Chapter 7: The Sixth Heart Magnet: Motivation—Radiating eyes as a key attractor for clients (as well as team members and yourself)

Chapter 8: The Seventh Heart Magnet: Attracting clients with the right talents to the right positions

Analyzing your personal history for talents and strengths

Analyzing your activity preferences in the present