Top positive review
28 people found this helpful
Loved the book, great stories, great content, explained so you can actually implement
on August 17, 2012
I loved the stories, the irreverent tone, and the honesty of this book. But what I appreciated most was that it delivered on its title - this book really does simplify what you have to do successfully acquire new customers. Here are my highlights from this book:
The Stories - Frank, the overpaid account manager, who almost screwed up a huge sale because he did not understand that a sales presentation is a dialogue not a monologue. The founder of SlimFast flying into a sales presentation on his Gulfstream and providing some billionaire-level sales wisdom to his eager sales rep. The receptionist who considered the sales manager to be her personal assistant. These and many other stories in the book made me laugh, made the author's points well, and made this an enjoyable read.
Chapter 3 - Before Weinberg gets into his system for creating better sales hunters, he points out that the CEO is supposed to set strategy for a company, not the sales force. I share his amazement at how often executives don't do this. Weinberg explains why it is so important in this chapter.
Chapter 4, page 49: Weinberg's description of the New Sales Driver is straightforward and helpful. These are three simple points for establishing a new sales initiative. I think this information is also helpful as a simple diagnostic for figuring out where your current new business sales efforts can be improved.
Chapter 5 - Selecting Targets. Many sales people aren't using target lists well (or at all), and this chapter lays out exactly how to put one together and work it. Everyone knows they should have this list, but a much smaller group of people actually put it in place and work it. Weinberg lays out a well-constructed set of steps here to develop your own workable targets. He's also got some good insights about why failing to create a well-targeted list contributes to a lack of perseverance among sales hunters.
Chapters 7 and 8 - These chapters are a fantastic, step-by-step explanation of how to construct a sales story that becomes the backbone of every communication with prospects and referral sources. These chapters alone make this book worth the price of admission. I love the quote on page 89 decrying the over-emphasized `elevator pitch': "The last time I checked, there was not a whole lot of business being transacted in elevators." The author's Sales Story system takes the elevator pitch to a whole new level. I am already thinking this through for my own business.
Chapter 9 "Your Friend the Phone" is all about the lost art of picking up the phone, connecting with prospects, and opening up new business relationships. It provides practical specifics around approach, wording, and the proper way to construct a sales script. I specifically noted Weinberg's advice on page 113 about not over qualifying.
Chapter 11 on structuring winning sales calls. This chapter also stands out because of its simple, step-by-step process, this time for how to conduct a great face-to-face sales call. Weinberg shows how the Sales Story we have just constructed pays off when you are in-person with a prospect. He's got another great story here on what not to do on face-to-face sales calls. And, on pages 139 and following the author walks us through a well-conducted sales call from beginning to end. Very useful.
Chapter 13 on Sales Presentations. This is a great discussion of what to do and definitely not to do when conducting the ubiquitous and often deadly PowerPoint presentation in a sales context. Check out the very well done sample script on page 175 and the opening objectives on page 178.
In addition, this book has brief but important discussions of time blocking (pages 183-185) and individual business planning (pages 188-191). Anyone who has ever been on commission understands that these are the steps that turn an intellectual understanding of sales into actual results. Again, these are the simple but complete steps that make great business books like this one so useful.