104 of 106 people found the following review helpful:
5.0 out of 5 stars
A really gook sales book that works!, December 25, 2003
After feeling a little bit dissapointed on my performance and ready to quite my position I knew nowhere to look. I found this book and decided to give it a try; knowing nothing about the author but just going by the reviews. I'll tell you. I do not regret a thing about buying this book and I'm actually glad for doing so.
I was ready to quit my sales position in my company and was going to enter a "customer service" position which obviously pays less than sales. I felt dissapointed by my performance and my numbers; I thought I knew the business.
It was then when I picked up this book. Even though it was written a bit ago, it still reflects proper techniques and successful sales guides that anyone can easily follow. I didn't know that such a strong but often unimportant word "why" would matter so much. After using this word "why not sir..." I could really get customers to go to the real truth; and of course, I had answers that made 100% sense to those rejections.
In a couple of weeks I was able to double my commissions and felt more confident about myself. I started enjoying my job more. I felt like my sales job was a game, and I was the leader on my team! Now if I really want I feel like I can get around any rejections and by just asking "why" you can make the sale. It works! Just ask, "WHY?" And you'll get to the point; eventually your customer will not be able to give you an answer strong enough to justify that "why" and will make the sale. Of course, it doesn't happen all the time, depending on your sales offer and your job and your customers.
Anyways, so to keep my story short. If you think you're failing at your sales position please give this book a try. Study it, keep it next to your desk, in your pocket or briefcase. Refer to it any time you need it. Learn that enthusiasm is one of the main keys to selling, and learn to love the customer's property, learn to ask "why?" and to agree with the customer.
Frank Brettger wrote this book using real life examples from his own experiences, and he shows you how to put them to use.
Think again. If you think you've failed, purchase this book. With very little time and dedication, you'll see real results.
Help other customers find the most helpful reviews
Was this review helpful to you? Yes
No
57 of 57 people found the following review helpful:
5.0 out of 5 stars
A classic text that remains absolutely relevant for the modern salesperson, February 16, 2008
This is a classic book on fundamental sales techniques that remains sound after 60 years and dozens of printings. Yes, some of the pronouns are out of date (he assumes that all the sales professionals are men and all the secretaries are women - or that there are even secretaries - and so forth) and the dollar amounts given are made largely irrelevant by the inexorable power of inflation. However, the principles Frank Bettger laid down in 1947 will still work for any sales person working today.
Bettger is closely associated with his mentor, Dale Carnegie and his compelling use of language and story will remind you of the sound of the self-help books of that era. He provides 35 short chapters divided into six parts.
In part 1 Bettger wants you to learn to act with enthusiasm. Even if you don't feel it now, if you learn to act with energy and enthusiasm, you will soon feel it and it will become the fuel of your success. He also talks about the power of making calls. You can't sell until you get in front of people and you need to call a few people to get the appointment (he calls them interviews). Soon you will have a ratio of calls-sales-close that you can study and make more efficient. Bettger also wants you to get over fear and hesitation in talking with people you don't know by taking a public speaking course - one where you actually get to speak a lot and learn from supportive and constructive criticism. He also wants you to plan you schedule by the week so you know what you are doing and then execute the plan. He also tells you to record what you did and what came of it. There are examples planning sheets. However, you can find great day planners nowadays from many different companies.
Part 2 takes you though his sales method. Basically, he shows you ways of finding out what a person wants and providing it for them. Bettger shows you how to find what your client's "vulnerable spots" are. That is, what his motivators and needs are. You also need to learn how to connect with people. One way is to learn and use their name, find out about their hobbies, their family, and so forth. Write it all down and refer to it before you go to see the client so you can ask about his interests and show a personal interest in him. Bettger also takes you through his steps in the sales process, how to overcome objections, why you should ask why to get past the stated objection to the real objection.
Part 3 is all about confidence. You need to be confident in yourself and nothing is more important to that than your personal integrity and honesty. You also need the confidence of your clients, and Bettger shows you how to earn that by being honest, using testimonials, a professional appearance, and a courteous demeanor.
Part 4 discusses the importance of getting people to WANT to do business with you. He advises you to identify young people with talent and to encourage and help them in their career. You are going to be in business for a long time and helping develop these young people will help connect them to you as they rise. He wants you to smile, remember names (and tells you how), warns you against talking your way out of a sale, and how to approach what he calls "big men" - what we might call C-level executives.
Part 5 takes you through the mechanics of the sales process and how it begins before the sale. He is totally committed to selling by appointment, how to get "secretaries" (gatekeepers) on your side, why you must prepare for each sales presentation and why you must right down what went well and what went poorly immediately after you leave. You also learn why you should let the customer work your demo, getting leads from new customers, rules for closing the sale, and why you must show up with a prepared order or contract where all the person needs to do is sign the order. Assume the sale!
Part 6 talks about the powerful learning experience you get from failure. You must never let setbacks cause you to give up or quit. He uses Benjamin Franklin's method for moral perfection as a model for perfecting your sales process and then talks to you about why you need to get to work now and how fleeting time really is.
Excellent book for anyone in sales, considering a sales career, or managing salespeople.
Reviewed by Craig Matteson, Ann Arbor, MI
Help other customers find the most helpful reviews
Was this review helpful to you? Yes
No
28 of 30 people found the following review helpful:
5.0 out of 5 stars
The best book ever written by man for man!, June 28, 2000
What title do you write for such a book? I have only praise for Bettger's book. The fact that it is a book written for salesmen should not keep anybody from reading it. In my life as a salesman, businessman and man no book (aside from the Bible)has helped me as much as this. If everybody applied its insight in human nature the world be a so much better and happier palce to live.
Simply a must-read for ANY salesman, businessman, manager or person that wants improve his/her results in interactions with other people.
BY FAR THE BOOK THAT HAS HAD THE VASTEST IMPACT ON MY LIFE AN CAREER! It doesn't get better than this!
Help other customers find the most helpful reviews
Was this review helpful to you? Yes
No
