Customer Reviews

Stop Acting Like a Seller and Start Thinking Like a Buyer: Improve Sales Effectiveness by Helping Customers Buy

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I am as skeptical as I think a lot of "sales" books buyers are based on most of the books saying the same old thing in a different way, but this book is different. Acuff truly understands the value of putting yourself in the other person's place. There is a lot to appreciate in this book, but if you only buy it for the summation of the "The Eight Laws of Sales Intent", I think you won't be sorry that you did. I am in a low-key industry where high-pressure is the kiss of death. This book lays out the fine points of that kind of selling in a way that most others don't. Acuff pays respect to Gitomer in the first few pages and that impressed me too. I love Gitomer's books, but I don't have his energy and I never will. Acuff shows you how to develop a value proposition that is so important for selling in our highly competitive economy. I don't write a lot of reviews, but I really feel strongly about the ones that I do.

I consider this to be among the top 5 of the business books in my collection and the most applicable to my day-to-day work. Acuff not only disproves some of the classic tenets of sales interactions but he provides logical alternatives to them that can put into practice on your very next sales call. One of the most engaging aspects of Acuff's philosophy is the idea that "salespeople sometimes think that they must do things on behalf of their companies that conflict with how they see themselves as human beings," but in fact, as Acuff points out, "to succeed in sales, you don't have to be someone you don't want to be."
This book not only discusses the value of pure intent and the right mindset in sales, but also lays out a simple and logical method for creating meaningful dialogue with a customer that results in a commitment on their part.
I believe almost everyone will find that the time taken to order and read this book will be time well spent.

From his first questions through to the examples and stories, the author immediately takes you to a very real place in the selling world. This easy to read, insightful and hard hitting book is so far my Book of the Year for sales people. If you want to truly succeed at todays sales game - get and read this book above all else. If you don't , then quit reading now - life is just going to be too tough for you. In his words ( wish I had written these) "great salesmen inform, involve, engage and provoke thought". "People will buy what they want not what you think they need" "You are trying to see if your product is a fit for what they want." Acuff blows the accepted statements about sales out the window, showing you how to really prepare for each call, to setup for success or a quick no. He leads you to understand that this is a sales conversation not ever a sales call.

A great insight on the changing nature of sales leads to day- which we well know of. Prospects, when in their research, knowledge pursuit stage do not want to be "called on' , trial sold or pursuaded. They want information and to learn. Later when ready, they may engage you (if you made the short list) and they want you to have done as much homework on them as they have done on you- to be able to get right down to "what are you and your products going to do for me?" They do not want to sit down and discuss with every salesmen their problems, pains etc. There is no time for this and expect you to do this on your own. So when your website indicates a new lead - the worst thing your sales team could do is to rush and call them up - does sales really know what they are getting into?. Of course not.

Gotta love this stuff!

Lots of good pearls. It particularly helped me in developing "my story" and in understanding that closing was an interactive process that didn't just happen in the wrap-up.

Many authors have written sales books from the seller's point of view. Relatively few take the buyer's perspective. Salesman turned consultant Jerry Acuff (writing here with Wally Wood) provides a refreshing look at sales through the eyes of the buyer. Most salespeople never achieve their goals because they forget to sell in a way that makes people want to buy. Trying to buy from a salesperson with this attitude is almost always a negative experience. Working with the right intent, a demonstrated sales process, proper preparation and a zeal for relationship building, salespeople of all kinds can achieve their goals. Acuff's perspective dusts off some insights you know intuitively and points to many others you may not know. getAbstract recommends this book to salespeople, sales managers, procurement officers, and anyone who wants to sell more goods, services, products or ideas.

This book really delivers the framework for how people should conduct themselves in sales today. With how sophisticated customers are, the majority of "traditional" selling approaches of yesterday are merely ways of manipulating the customer...Jerry takes an honest, straightforward approach to helping customers get what they want. His concepts are not as easy as it seems to implement, it takes great effort and commitment to really put yourself in the customers position and start "thinking like a buyer". The best part about this approach is how good you will feel about being in sales-how rewarding and valuable your relationships with customers can really be. A multiple must read for business professionals.

In successful selling in today's competitve marketplace, we are looking for added tools to improve our sales effectiveness. This book by Jerry Acuff provides a powerful foundation when followed can enhance the sales process for you and your customers. This books provides a systematic approach and process that guides us through all of the intrical parts of the sales process. If you follow this approach, surely you will increase your sales effectiveness and improve your income.
The 3 processes from the book that have had the greatest impact on me are:
1. The eight laws of sales intent.
2. Using the mastery of meaningful dialogue to ask questions to understand if there is a fit between customers wants and what I offer.
3. Asking for a committment: This is a great chapter that defines uniques ways to appropriatly learn to how end a sales conversation and design the next steps of the sales process for my customers.

If you are in sales, I highly recommend this book and use the defined process to improve your sales success.

This author seems to miss the point. The read is slow and not intellectually stimulating. The title Thinking Like a Buyer was a theme that my former company created while working with this author, it was the theme for our 2005 national sales meeting. I made the mistake in buying this book with the intention of giving copies to my sales team to read as part of their personal development plan..You may want to save your money