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Soft Selling in a Hard World: Plain Talk on the Art Of Persuasion [Paperback]

Jerry Vass
4.9 out of 5 stars  See all reviews (17 customer reviews)

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Book Description

Aug. 10 1998
Now in paperback, this innovative guide to the art of selling is a hands-on, how-to book about fulfilling your selling potential and enjoying it. Written in an easy-to-read, breezy style, this informative book can be opened to any page to find practical pointers and outstanding advice. The education provided in SOFT SELLING IN A HARD WORLD is all you need to become a successful salesperson in today's tough business environment.

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Most helpful customer reviews
5.0 out of 5 stars Distillation of Course Worth Thousands, a Real Gem April 29 2004
I just took the executive sales training course that this book summarizes, essentially a "CEO to CEO" sales course but applicable at any level of direct sales, and I cannot say enough good things about the author, the book, or the training--my last twenty years literally passed before my eyes as I understood his key points: purchase decisions are made by individuals on an emotional "what's in it for me" basis, and then justified on a rational "what's in it for the organization" basis. Any sales effort that attempts to stress features and capabilities, as 99% of all of us have been doing, is destined to be lethargic and hit or miss.
The author and his team have a formula and it is a formula that is already working for me: listen instead of talk, solve instead of sell, and a few others that are only offered in the course not the book.
The author is devastating in critiquing what he calls "puffery", all those now meaningless phrases about "best in class" and so on.
Finally, the author is extremely effective in helping truly good executive sales people do a cost analysis that at its most brutal, makes it clear to the client that what they are buying or not buying now is costing them a great deal more than what you are offering as a solution to *their* problem, which in turn justifies your getting top dollar because the return on investment in your more expensive capability, with no hidden costs, is greater than the return on the cheaper or partial solutions.
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5.0 out of 5 stars Finally an ethical book on the art of persuasion Feb. 15 2004
As a professional salesman of 15 years I'm constantly searching for information to help me get an edge. The older I get the more I've realized that an "edge" in the sales world is simply building a firm understanding of and consistently applying the basics to the art of sales.
"Soft Welling in a Hard World" by Jerry Vass is a quick-read but filled with powerful, ethical and usable tactics designed to help you understand your buyers while gaining significant credibility in their eyes.
If you're like me you have a handful of dog-eared, highlighted gems that you keep on your night stand. Mr. Vass has earned a spot in the company of Frank Bettger, Dale Carnegie, Norman Vincent Peale and Napolian Hill.
Rick Zaniboni
RE/MAX on the River
Newburyport, MA 01950
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5.0 out of 5 stars A handbook for the effective salesperson Oct. 27 2000
This book helped me develop my selling skill. I am an InternetMarketing Consultant ... and I deal with individuals and small tomedium size businesses. After reading and applying the lessons fromthis book, I learned the mechanical skills that are necessary to be aneffective salesperson. I can now focus more on the customer's problemsand recommend solutions at the least time and effort. I really likethe 90-second close. From getting appointments to actual signing ofcontract without the customer having to say yes to complete thetransaction. It works for me.
For those who wants to get inspiredor wants to get entertained, this book is not for you. This book is100% how-to manual that should reside in your briefcase for quickreference.
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5.0 out of 5 stars Real Sales Training for Real People Sept. 29 1999
By A Customer
I teach a class on buying property from distressed property owners -- people losing their house to foreclosure, banks, probate, etc. This book is given as must reading to all my students. The simple steps and logical process taught can make a scared trainee successful. I have been in sales of some sort for over 20 years. This book explains what natural sales people do without knowing it then, more importantly, presents the knowledge in drills which allow non-natural sales wanna-be to get it.
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5.0 out of 5 stars One of the best sales books on the market May 12 2000
By A Customer
Having read countless sales books, this has to be one of the best that I have ever seen. It is practical, an easy read, and lays out a workable and very effective sales technique. I use it with all of my sales representatives, even new reps, and they are able to implement it in the field immediately to be more effective. I have seen a definite improvement in the effectiveness of my reps after having rolled out this wonderful book!
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5.0 out of 5 stars Soft Selling in a Hard World March 16 2000
I sell commercial real estate in an extremely competitive market. Soft Selling in a Hard World has changed the way I think about selling, the way I talk to customers and ultimately, the way I sell my services. Adopting the principles and techniques in this book will make the buying world respond to you in a way you never thought possible. I strongly recommend it!
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5.0 out of 5 stars Changed my outlook on the profession of selling March 20 2000
I always thought I must be a terrible salesperson because I did not like to give a "spiel" but preferred to understand the customers' needs. After reading this book and taking the Vass training class, I now thoroughly enjoy selling because I realize that I am good at practicing this art and the Vass philosophy has helped me improve upon my methods.
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5.0 out of 5 stars Great, specific examples and methodology Aug. 14 2002
I keep this book by the couch and periodically read a section (again) from it... it is like watching a John Wayne movie - you feel comfortable seeing it again. As a former accountant and software guy, this book helps bring together the separate tasks you need to follow as a methodology to complete a sale. I recommend it.
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