EXPOSE on

FISH! for sale

With the pioneering approaches of metaselling

by  Mag. Alexander Kien, MCC

Overview

Fish for sale is a profound analysis of the processes at the Pike Place Fish Market from the point of view of marketing and selling. The Pike Place Fish Market is meant as a case study how selling has to go well nowadays and in the future. In each chapter a link is forged to the Pike Place Fish Market.

Built-in are the new approaches of the author.  

Fish for sale is a guide how the reader can become successful in the field of selling.

The book is enriched with a lot of practical examples from the consulting firm of the author.

The style is deliberately simple, so that also normal sellers can understand the context.

New approaches

Metaselling: What`s new with our approach, especially for marketing and selling, is the connection of sales psychology and archetypes. We developed a completely new sales psychology which takes sale one step further again.

The dilemma of the accomplice: Here we developed an approach, how the world is held together on the unconscious level.

The picture behind: A further new approach is that of developing the role model to the essential part: Acting with the picture behind®: For building up self-motivation of the employees it´s sufficient to answer 4 questions.

Law of attraction: Subconscious mechanism want to be confirmed in the outside. The superficial concept of positive thinking is not sufficient to introduce positive changes in life. First of all, negative experiences of the past have to be deleted to reach a positive reprogramming for the future out of it. Only then the attraction in the outside changes.

Leading by motive: Each of us has a certain motive which drives him. This motive is to be encouraged and the corresponding guidelines are to be deduced. Here we identified twelve types  which apply to all employees.

Target group

Target groups are sales managers and sellers in the German-speaking area who want to better themselves.

Marketing strategy

• Roadshows in Austria and Germany . Invitation of decision-makers to book presentations.

• Inclusion of the press in the German-speaking area.

• Selling of the book at lectures and seminars of the author.

• Direct mailing to persons who work in direct marketing.

• Objective: Selling of 100.000 copies

Contents

Contents 2

Preface 4

Warning 6

The dual world 8

The Pike Place Fish Market 12
The history 15
The economic efficiency 16
At the beginning there`s a vision 17

The law of attraction 23
The iceberg model 25
The individual iceberg model 25
The iceberg model for teams 28
The dilemma of the accomplice 34
Intrinsic value 44

The transaction analysis 45

The experience of purchasing 56
The seller is in the centre of interest 57

The process of selling 58
Building a relationship and inspireing confidence 60
Mistake number 1: prejudices 60
The customer mustn`t be always right 62
Giving a report 65
Metaselling 67
Creation of needs, ascertainment of demand 69
Offering a dream 70
Presenting a product 72
Selling USP 72
Identifying intentions to buy 73
The conclusion 75

The 10 laws of selling psychology 77
The reciprocity 77
Attractiveness by shortage 78
The pursuit of concequence 79
Activation and cooperation 80
Motivation by labelling 80
The self-fulfilling prophecy 81
The Pygmalion effect 81
The paradoxical appeal 81
The dominance of emotions 81
The social proof 81

Choosing an attitude 81
The mental attitude for selling 84

Having fun and playing 85

Being present 91

Giving pleasure to others 94

Increase in value 95
Service orientation 96

The picture behind 98
Selling with the picture behind 101

The vision is alive 103

Coaching: Leading by Motive 103

TQM 103

Abstract 103

Case study 103

The author 103