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Summary: Easy to Use Tool Guaranteed to Increase Your Sales Results
Review: I am a CPA and Harvard MBA and have sold sophisticated tax shelters on a commission basis for years. This is one of the finest books on salesmanship I have ever read.It is grounded in excellent theory, yet it presents the information in a simple manner that is easy to understand AND easy to implement. The book focuses on two areas: 1) Know where your customer is in the buying cycle. a)Is he committed to do something yet, or not. b)Is this a repeat of a prior purchase or not? c)Is he evaluating alternatives? d)From whom will he buy the product or service selected? e)Is the price right? 2) Different personality types buy in different manners. The book describes three types. a)Commander (take-charge, action-oriented leaders) b)Thinker (logical, analyze details, and like knowing the answers), and c) Visualizer (practical, intuitive, see things as they are). A buyer is interested in certain information at each STAGE in the buying cycle. Additionally, each personality prefers to receive their information in a different manner. By recognizing the buying stage and the personality of the buyer you are trying to persuade, you can choose the most compelling arguments to make every time. This will avoid 90% of the turn-downs other salespeople get when trying to close a sale. I have read other books classifying personalities into 9 or 16 types. Other authors define 8 or 11 stages of a sale. By using 5 stages in their DREAM sales cycle, and 3 personality types, I think Washburn and Wallace have done salespeople a GREAT service. These categories are well defined, easy to identify, and easily utilized to increase sales with their strategies. Readers looking for more advanced strategies in these areas can try Kerry Johnson's "Sales Magic" and "Selling the Way Your Customer Buys" by Marvin Sadovsky and Jon Caswell. However, I feel Washburn & Wallace's "Why People Don't Buy Things" has the ideal mix of quality content which works, is easily digested, and implementable. I recommend it wholeheartedly.
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Summary: EXCELLENT!!!
Review: I refer to this book on a regular basis to train my sales force. It reinforces what we have been working on for several years AND the results are there. Great job Harry and Kim.
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Summary: Excellence In Sales
Review: Let's face it. Most sales people we come in contact with drone on about what they think is gonna make you buy. Wahburn and Wallace have revealed profound conclusions of what customers want to hear, based on hundreds of research questionaires conducted with customers of highly successful companies. I've been in sales for 17 years and I gave up on reading sales books because they were not helpful. This one is different. It immediately helped me improve my presentation that I've been giving for the last 11 years. I thought it was as good as it was gonna get. Wrong. I'm making more money and saying what customers want to hear. Even better, more customers are saying what I want to hear. Buy the book. You won't regret it.
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