The Contrarian Effect: Why It Pays (Big) to Take Typical Sales Advice and Do the Opposite [Hardcover]

The Contrarian Effect represents more fine work released by Michael Port, this time teaming up with business associate Elizabeth Marshall.

The Contrarian Effect is a quick, easy read. I started the book at noon on Sunday, spent a few hours in my hammock reading, and by bedtime was finished. Don't let the terms "quick" and "easy" throw you! The book is filled with valuable insights and flows very well. As I read the pages I felt the energy of the authors from their words. I found myself wanting to make notes as I read; not notes from the book, but notes on the stream of powerful ideas sparked by the book.

Port and Marshall point out through very timely and relevant stories that today's consumer has become sensitive to closing "techniques." Today's consumer has a wealth of information available as close as their computer or iPhone. They want to buy on their own time frame, not based on the accounting or commission cycle of the seller.

The book is filled with examples of companies that use The Contrarian Effect quite successfully... such as Apple Computer and Amazon.com. There are also a few examples of companies that insist on keeping it "old school" and insights into the results they are experiencing.

As is always the case with books that Michael Port puts his name on... The Contrarian Effect delivers more value than the cost of the book and the time invested reading it. Whether you're a solo entrepreneur, small business, or part of a larger organization, you will find value in this book and have fun reading it!

Michal Port's and Elizabeth Marshall's book Contrarian makes a case for honesty in communication when making sales. Essentially, I found little new in the book. What the authors point out is that bad sales tactics-sleazy salesmen,who only want your money and nothing else, don't work. Well, duh? When did those tactics work? I'm amazed at how strong a case the authors felt compelled to make. It must mean that the world of "sales" isn't listening to logic. Port and Marshall kept saying that companies rely on the old methods of hard, pushy selling because it worked in the past.

The authors gave one example after another about how not to sell your product or service. Basically, they talked about making a connection, listening to your customer, giving your customer something of value, moving at your customer's pace, and becoming more customer-focused versus bottom line and quota focused. After a while (like after the first chapter), the book felt repetitive. The Contrarian Effect, as they called it, is simply good communication. I'm assuming that sales people of the past didn't use good communication skills.

What still amazes me is that we are having this discussion. Creating relationships with people take time, energy and a willingness to share. Are we in too much of a hurry for that? Port and Marshall think we are. Furthermore, they contend that haste will make waste.

If you are dealing with hard-sell management and want them to see another side of the coin, this book might work for you. If you're looking for new techniques in sales or even new communication ideas, this is not the book for you.

Face it, we all sell to some extent and I've always felt the key to being successful in sales is to NOT sell out. My convictions on this matter didn't always settle well especially when I was asked to do "dog and pony shows" back in the print, radio and ad agency days. It's true, my foray in advertising and marketing started in sales. But I could never embrace the worn out, salesy approach. That just wasn't me. I choose to connect with my clients and treat them as real people. Guess what? It worked and it still does today.

Little did I know, doing what I believed to be the right thing was actually not the norm. I'm glad and I'm proud to be a contrarian. Are you?

Michael Port and Elizabeth Marshall team up to share insights into typical sales tactics and they skillfully illustrate why the old school ways are not necessarily the best approach.

Consumers are savvier than ever. They demand more. They expect more and they deserve more than a stale sales pitch and antiquated, canned attempts at "the close".

The new marketing model is all about relationships and meeting the ever demanding expectations of today's consumer.

Two of the most important tips I hope readers take to heart are:

1. Identify and target specific groups of individuals rather than the mass market.

This may seem like a no-brainer to most contrarians but I am amazed to hear people today say "I want to speak to those who are even remotely interested in my product or service." This broad approach to marketing, advertising and sales is not cost effective. With this approach the messages created are often watered down and don't connect with people who may actually want what you're selling. Why don't more people understand the narrower the target the more qualified the consumer and coincidentally the more likely people are to buy from you?

2. Collaborate with strategic partners who share the same target market.

Collaboration is the key to your success on the new business playing field. Gone are the days of bitter competition, back biting sales strategies and unauthentic attempts to make the sale. These out of date techniques hinder rather than help both sales and the economy. Odd as it may seem there is more than enough business to go around. In fact, I regularly collaborate with other professional copywriters. We have a referral network and we send business to each other based on our specialties and who we like to work with. It's a win-win situation.

Another vital component to being a contrarian is following the Contrarian Primer. Port and Marshall created a list of 9 fundamental contrarian traits (this chapter alone is well worth the small investment in the book). I'll list them here but please note the book elaborates in the importance of each.

1. Build relationships and make connections
2. Respect your customers and honor their wishes
3. Target specific groups of individuals and the people with whom you do your best work
4. Make relevant and timely offers
5. Increase your likability factor
6. Practice radical transparency
7. Establish yourself as a trusted advisor
8. Collaborate with strategic partners to leverage your efforts
9. Think bigger about who you are and what you offer your clients

I dare you to invest in a copy of the book today. Read it, apply the principles and be contrarian! By being your authentic best the rest will follow - and yes, that does mean increased sales for you.