Why Customers Don't Do What You Want Them to Do--and What to Do About It [Hardcover]

Ferdinand F. Fournies (Author)

Book Description

Publication Date: March 19, 1993

Sales trainer Ferdinand F. Fournies, knows that the key to selling is at once basic and revolutionary: "What successful salespeople do is to help people to buy." So he's written a practical book that approaches selling from the customer's point of view. Using his Problem/Solution format, Fournies helps readers understand why customers act the way they do - and shows them how to respond in order to move the selling process to a winning conclusion. He presents 25 sales scenarios familiar to every salesperson, followed by specific solutions proven to work when: "They don't need what you're selling"; "They don't know there's a better way"; "They don't know they have a problem"; "They don't know what you want them to do"; "They don't believe what you tell them"; "They're afraid to buy"; "They don't enjoy talking to you"; "They don't know how to negotiate"; and"There really are problems with buying your product". Fournies seasons his guidance with real-world dialogue taken directly from selling situations and training sessions. Salespeople will also appreciate the checklists designed to help them prepare for sales calls and analyze post-call results.

Editorial Reviews

From Booklist

Fournies does here for persons who sell what he did for persons who manage in Why Employees Don't Do What They're Supposed to Do (1988). Just as his advice to managers was offered from the point of view of the employee, this advice on more successful selling is offered from the point of view of the customer. Fournies argues that anyone can sell if only he or she uses the same tactics and strategies used by successful salespersons, and he demonstrates how to overcome customer objections at each step in the selling process by providing customer arguments and counterarguments. He warns that the salesperson must know the product, know the competition, and know the customer; he offers practical, specific tips on how to prepare for the sales call, how to make the sales presentation, how to close, and how to follow up. Fournies' lack of gimmicks and hype makes his guide one of the better and more useful--and unique--books on selling. David Rouse

About the Author

Ferdinand F. Fournies, internationally recognized consultant, speaker, and professor at Columbia's Graduate School of Business is now retired. --This text refers to an out of print or unavailable edition of this title.

Product Details

• Hardcover: 224 pages
• Publisher: Mcgraw-Hill (March 19, 1993)
• Language: English
• ISBN-10: 0070217009
• ISBN-13: 978-0070217003
• Product Dimensions: 9.1 x 5.9 x 1 inches
• Shipping Weight: 1 pounds
• Average Customer Review: 4.5 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #4,855,308 in Books (See Top 100 in Books)

More About the Author

Discover books, learn about writers, read author blogs, and more.

Customer Reviews

Most Helpful Customer Reviews

4 of 4 people found the following review helpful:

5.0 out of 5 stars Wow! Learned more in one reading than in 10 years experience, April 23, 1999

By A Customer

This review is from: Why Customers Don't Do What You Want Them to Do--and What to Do About It (Hardcover)

My boss gave me this book for one particular chapter, but after I read that chapter, I couldn't put the book down. Very insightful and Mr Fournies really shows you how to get the business. He doesn't just list the ways, but actually goes through them step by step. I use some of these technics already, but I'm sure to start using more everyday. The price of the book is a little high, but well worth it, if you can start selling your product or service better and faster.

2 of 3 people found the following review helpful:

4.0 out of 5 stars Great insight into 16 reasons people don't meet expectations, March 22, 1999

By 

Michael Hill (Dallas, Texas, USA) - See all my reviews
(REAL NAME)   

This review is from: Why Customers Don't Do What You Want Them to Do--and What to Do About It (Hardcover)

Really helpful book! Fournies gives 16 reasons why employees (and maybe peers or others) fail to meet expectations. The book doesn't just give a list, though. It gives succinct insight into how to tell which is the reason in a particular case. Then, once we have the cause identified, it gives good advice on how to correct the root cause. I found it very helpful in handling failed expectations of others -- sort of Sun Tsu's *The Art of War* without the executions. <grin> I recommend this book as a tool for managers at all levels to turn frustration into solutions.