This book by Tom Hopkins proved to be very eye opening for someone who really isn't a “sales” person. I think most people who are not “sales” people don't hold “sales” people in high regard ( in some cases for very good reasons ). This book show you how anyone can master the art.
It isn't filled with tricks, it is instead filled with some very thoughtful insight into creating successful sales processes. The first thing that struck me was the authors insistance that sales be a disciplined art where you thoroughly practice what you are offering and how you are going to offer it long before you are ever faced with a customer. As we all know most successful business people already have this approach in other areas of business, why shouldn't it apply to sales ?
The book also shows how most sales people threaten the customer rather than making them feel comfortable. Ever walk into a shop and find yourself jumped by an eager sales person asking if they “Can help with anything ?”. As the book shows, a much better way to approach this is to say something like this to the customer ,“If you have any questions I'll be right over here to help you”. Subtle, but it can make all the difference as I recently found out when I went shopping and was constantly jumped by eager ( who appear aggressive ) sales people asking “if they can help me”.
Another insite that the book provided me was the fact to actually ask for referrals. Too many times we expect our clients, even our best ones, to be constantly referring us new business. Problem is they are usually too busy to even think about it. If instead we ask them, then chances are they'll know someone immediately, if not then at least it has been placed at the front of their minds. As the books says, you have to ask and ask on a regular basis.
In summary this is a great book for anyone. Why ? Because we all sell in some shape or form. You may not think so but chances are when you sometimes even have to sell family and friends on your ideas, so don't think selling is just limited to business. I was generally very impressed with the way the books makes a comprehensive coverage of the selling process and what you need to be a “champion” ( as the books defines ). The author strives to take you from an ordinary sales person to be one of the select few who are truely successful and happy selling.
Rating = 9 out of 10
See http://www.tomhopkins.com for more details about the author.