AdverSelling: How to Build Stronger Relationships and Close More Sales by Applying 26 Principles from Successful Advertising Campaigns (Paperback)

by James Hassett (Author) "Advertisers will do almost anything to attract your attention..." (more)
Key Phrases: Advertising Age, Sesame Street, Business Week (more...)

Editorial Reviews

Product Description
AdverSelling helps experienced sales people become more productive by applying twenty-six principles from successful advertising campaigns. For more than a century, advertisers have discovered, tested, and refined powerful techniques to persuade people to buy. But most sales people – and their managers – don’t use these principles consistently or fully benefit from their power.

This book will help sales people use these powerful principles more effectively, and get more out of them. It provides detailed guidance for applying such AdverSelling principles as "attract attention," "be optimistic and credible," and "dramatize the dull" to increase the effectiveness of every email sales people send, every phone call they make, and every meeting they attend.

Each chapter begins with a discussion of classic ads illustrating the principle, such as the lonely Maytag repairman (less is more), de Beers’ "Diamonds are forever" (add value), or Clairol’s "Does she… or doesn’t she?" (stimulate curiosity). This is followed by a discussion of how the principle is applied to sales, such as how to develop an elevator speech for "less is more" and improve partnering for "add value." Finally, a bulleted list of "Reminders" in each chapter will help sales people apply the principle more consistently.

The research-based AdverSelling process is being used at companies like Verizon, TD Waterhouse, and the Bank of New York to produce immediate and practical results. Whether you’re just getting started in sales or a top producer, this book can help you change your behavior immediately, starting with tasks that will have the greatest impact on sales.

About the Author
James Hassett is the founder and president of The Advertraining Group, Inc. For the last nineteen years, he has been closing sales with such clients as JP Morgan, Guardian Insurance, State Street, and TIAA. Since founding the company in 1985, Jim has been applying best practices in advertising, training, and research to his work for clients from American Express to Zurich Financial Services. He has a Ph.D. in Psychology from Harvard University, and has written six books and more than fifty articles in such publications as Psychology Today, the New York Times Magazine and Life Insurance Selling.

Product Details

• Paperback: 177 pages
• Publisher: Brattle Systems (April 1, 2005)
• Language: English
• ISBN-10: 0972763031
• ISBN-13: 978-0972763035
• Product Dimensions: 8.9 x 6 x 0.6 inches
• Shipping Weight: 12 ounces (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars See all reviews (1 customer review)
• Amazon.com Sales Rank: #1,028,224 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

5.0 out of 5 stars Advertising Principles That Can Increase Your Sales, July 17, 2005

By	Bob Burg (Jupiter, Florida) - See all my reviews

Advertising, Marketing, and Selling. While the three are perhaps "cousins" they are not the same. However, like all solid principles, they transfer very effectively across the board.

In this terrific book, the author, a well-known speaker and consultant for professional service providers and others, has expertly taken 26 principles from successful advertising campaigns throughout history and shown the reader how to utilize them in order to directly increase sales. I enjoyed it very much. It's a fun read with short, powerful chapters and lots of history regarding powerful advertising campaigns; many of which will most likely provide you with a touch of nostalgia. While Dr. Hassett advises that this book is more for the advanced and already-successful salesperson (and it will certainly benefit them immediately), I believe everyone in sales and marketing can greatly benefit from this extraordinary information and should have it as part of their resource library.