Selling above and below the line pdf
above the line vs. below the line marketing
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WinOver Management. Secure the Sale. A general rule is that numbers must come from the customer. What are the results the exec expects? What are the timing and risks associated with the change? What will happen and what will be lost? No problem, no cause; no cause, no energy.
By using below-the-line promotion techniques the firm can keep control over its promotional efforts and does not have to pay intermediaries and external agencies. BTL promotions target individuals based on their needs or preferences and can lead directly to sales.
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Cost, service, functionality—good salespeople know the value propositions that speak to frontline managers. Sales professionals that appeal to both achieve spectacular results. In Selling Above and Below the Line , master sales trainer Skip Miller shows how to simultaneously sell the technical and financial fit of any product or service—a strategy used by Google, Apple, Cisco WebEx, and other powerhouses. Readers learn to:. Too often, sales that seemed locked in will stall or go dark. Learn to sell above and below the line, and keep the process moving swiftly toward successful, lucrative deals. Stay ahead with the world's most comprehensive technology and business learning platform.