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Integrity Selling for the 21st Century: How to Sell the Way People Want to Buy Hardcover – June 17, 2003
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—Alex Perriello, president and CEO, Coldwell Banker Real Estate Corporation
“Integrity Selling® is a wonderful tool that analyzes what makes people buy, and breaks down the process into simple and usable bites.”
—Dennis Manning, president and CEO, Guardian Life Insurance Company of America
“Ron Willingham’s new book helps salespeople realize that customers are not persuaded so much by what they say but by who they are and how they relate to others. It’s a refreshing book that peels back the artificial layers of traditional selling and exposes the true essence of sales success.” —Gerhard Gschwandtner, founder and publisher, Selling Power
“The Integrity Selling® program reminds us there is more to sales than being customer-focused. It’s going the extra mile to solve needs, not fill wants. It’s making the conscious decision to do things right for people because it’s the right thing to do. Now, more than ever, those who believe in ethics, trust, honesty, responsibility, and integrity succeed. Those who don’t, do not.”
—Barry Griswell, chairman, president, and CEO, Principal Financial Group
From the Inside Flap
If you've tried manipulative, self-focused selling techniques that demean you and your customer, if you've ever wondered if selling could be more than just talking people into buying, then "Integrity Selling for the 21st Century is the book for you. Its concept is simple: Only by getting to know your customers and their needs -- and believing that you can meet those needs -- will you enjoy relationships with customers built on trust. And only then, when you bring more value to your customers than you receive in payment, will you begin to reap the rewards of high sales.
Since the publication of Ron Willingham's enormously successful first book, "Integrity Selling, his sales program has been adopted by dozens of Fortune 500 companies, such as Johnson & Johnson and IBM, as well as the American Red Cross and the "New York Times. In his new book, "Integrity Selling for the 21st Century, Willingham explains how his selling system relates to today's business climate -- when the need for integrity is greater than ever before.
"Integrity Selling for the 21st Century teaches a process of self-evaluation to help you become a stellarsalesperson in any business climate. Once you've established your own goals and personality traits, you'll be able to evaluate them in your customers and adapt your styles to create a more trusting, productive relationship.
Drawing upon Willingham's years of experience and success stories from sales forces of the more than 2,000 companies that have adopted the Integrity Selling system, Ron Willingham has created a blueprint for achieving success in sales while staying true to your values.
More About the Author
Top Customer Reviews
It teaches a six step program:
This easy-to-understand system can be applied to most selling challenges. This book is an interactive book with self-evaluation required.
It is useful not only for the people who consider selling part of their business, but also for almost everyone. We are all selling something.
The book is easy to read, and the headings are clear. It is a useful study tool.
I like the principle that states that the main challenge of selling is emotional control. Many of us need to work on negative feelings before we try to sell. If we can learn to manage our emotions, we can learn to manage our sales outcomes.
An excellent choice!
You'll position yourself as someone who genuinely wants to do what's best for the customer, and that will make you easy to do business with and easy to refer to others.
I've worked with this system since Ron's first book came out. Sales people of all experience levels have the same response - this works and people buy because they know I am interested in them. This book is better than the first one, and in my opinion will increase your production through providing value to the customer.
The short version of Willingham's philosophy is that you must be goal-oriented, and you must focus on filling the needs of your customers. Everything else is a matter of expanding on these principles.
I spent some time at the local bookstore browsing "Integrity Selling" and the only reason I chose not to purchase it was the aforementioned similarities to "Inner Game." That doesn't mean that the book is without value. It simply means that Willingham's philosophy and approach to sales is eloquently expressed in both books and I didn't feel a personal need to own both.
For the sales professional who has been trained with scripts and gimmick closes, this book is a must-have item. Times have changed and so has the art of sales. What worked yesterday may not work as well today. Willingham's approach works.
You can search along time and read all kinds of stuff on selling without RESULTS personally.This book is the definitive work on selling and I have been studying sales and selling for over thirty four years. All kinds of good ideas and information are available and yet Willingham has captured the critical issus to success in sales. Study the book, do not just read it, it can change your life and produce the RESULTS your looking for as a salesperson, CEO or VP of Sales. The four habits of successful salepeople is brilliant.
I believe this book can change your life and your companies sales culture! When I read his first book on selling it changed my life, increased my sales and provided financial security for my family. I am certain this new publication can provide the same RESULTS for others. Study it, do not read it!
The main sales theme of the book is how to become a valued sales consultant instead of an old-fashioned salesperson who uses outdated, manipulative gimmicks that often lead to either a win-lose or lose-win situation. It offers the classic consulting model about understanding where someone is now, listening to where they want to be, and working to close that gap.
The author offers a six-step process that can be summed up with the acronym AID, INC:
1. Approach: establish a good rapport with the other person or group.
2. Interview: take the time to listen to people's needs and current level of urgency for a solution.
3. Demonstrate: explain how your products/services meet the customer's unique needs.
4. Val-I-date: establish your credibility before handling sales objections and discussing price.
5. Negotiate: partner with the customer to develop win-win solutions to common sales objections.
6. Close: only after completing all five steps listed above, ask some trial-closing questions to gain final opinions, and then close the sale.
I'm a strong proponent of Integrity Selling because of its focus on consulting, listening, and win-win solutions. As long as you're implementing the ideas in the spirit they were offered, I think you'll enjoy tangible benefits in your career.
Most Recent Customer Reviews
A great book and a great platform which we have implemented throughout our salesforce. Finally, selling is not only a rewarding pursuit, but a humane one as well.Published 8 days ago by J. Simon
I am a new sales person with 10 years experience. Somehow I started and grew a small business. But I never studied the sales process. Somehow I just managed. Read morePublished 1 month ago by Thomas R. Boyer
What an incredible way to work through the sales process not only for your customers but also your team. Great read for people in almost every walk of life.Published 7 months ago by Cameron McAteer
I strongly recommend this book to anyone who wants to be a successful salesperson.
Michael D. Jones
Director of Business Development