頂尖業務都懂的核心思惟、必備知識與行動準則

若想提升銷售能力，你得聚焦於你如何思考（心態）、你需要了解的知識（行動）以及你需要做的事情（系統）。同時升級這3個層面，就能大幅提升你個人的銷售表現。
To become better at selling anything, focus on how you think (mindsets), what you need to know (activities), and what you need to do (systems). Upgrade all three of these areas at once and you can significantly enhance your personal sales performance.

這樣做，你將發展出一套自信而穩定的銷售方法，也能真正掌握以價值為核心的銷售對話技巧。最終結果，就是更出色的銷售成果。

「過去20多年來，我培訓過數百家企業數以千計的銷售人員，從小公司和個人業務，到擁有跨國團隊的大型國際組織，背景五花八門，不過他們有一個共同點──都渴望把銷售做得更好。透過這些豐富經驗，我總結出3個關鍵啟示：
(1) 銷售環境不斷變化，但最優秀的銷售人員總是能牢牢掌握基本功。
(2) 了解某種方法為何有效，與知道如何執行同樣重要。銷售不是背誦話術或套用僵化技巧，你要懂得在真實情境中靈活應對活生生的人。
(3) 銷售人員沒有空聽你瞎扯。任何學習都必須快速易懂、簡單明瞭，而且立即可用。
歸根結柢，銷售就是在幫助人。我熱愛學習，也樂於分享所學來幫助人。我希望你也能愛上銷售，這樣你的顧客才會喜歡向你學習、向你購買。」
──史蒂夫．雷德福

When you do that, you'll develop a confident and consistent approach to selling. You'll also master the art of having value-based sales conversations. The end result of that is you will deliver superior sales results.

"I've spent over 20 years working with thousands of salespeople across hundreds of businesses, from small companies and individual salespeople, through to large multi-national organizations with teams that span the globe. Despite their differences, they all have one thing in common – they all want to be better at selling. Through all that experience, three key lessons stand out:
(1).Sales environments constantly shift, but the best salespeople always nail the fundamentals.
(2).Knowing why something works is just as important as knowing how to do it. Sales isn't about scripts or rigid techniques – it's about adapting to real people in real situations.
(3).Salespeople don't have time for fluff. Any learning needs to be quick to access, easy to understand and immediately useful.
At the end of the day, selling is about helping. I love to learn and share what I've learnt to help others. I want you to love selling so that your customers love to learn and buy from you too."
– Steve Radford