What Great Salespeople Do: The Science of Selling Through Emotional Connection and the Power of Story Hardcover – Jan 10 2012
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In the 1990s, Michael Bosworth's book "Solution Selling" had a big impact on me and on the way I sold. I credit that book with a lot of my own personal success. This is a natural extension of that classic, building on the people part and offering a richer look at how sellers can connect with their buyers.
Think of yourself as a buyer. Just imagine how you'd respond to a seller who demonstrated empathy, listened closely to you, opened up and made it comfortable for you to share openly, too... a seller who was fully present throughout your conversation and conveyed feelings and humanness. Imagine that this seller told you a story rather than blandly recapping product features. Just imagine the impact this connection and trust would have on the way you viewed the seller.
Now think of yourself as a seller who has buyers that feel that way about you. This book will help you become that seller.
However, about halfway through the book, I realized the authors wrote this book to justify to their current clients that they were wrong about their previous sales training methods. This book is there way of saying, "Hey, we were wrong, but look at all this research we did. Now, we know we're right and we want you to pay for all your sales people to go through new training with us again."
All in all - a great book for those afraid of being salespeople (we are all salespeople in some way) and a great book to get your mind away from the traditional fact-regurgitation sales pitch.
This book takes insights, findings, research, and skills used by other disciplines and applies it to the fields of selling and buying in an innovative way - but never talks "down" to the reader and does not aim too high so that it no longer is an easy read. Written in a very accessible and conversational way, this is one book that I have already highlighted, dog-eared, and purchased for others to read. My excitement at having Mike and Ben open my eyes so that I could see what has always been before me is immense.
I highly endorse this book and would recommend it for any and every executive, sales professional, or student looking to enter sales.