From the Inside Flap
Times have changed.
The typical old sales tactics we're all familiar with no longer work. Cold calling gets you nowhere, door-to-door selling is a nonstarter, and today's consumers are too savvy for most traditional scripts and closing techniques. With those tactics, it takes more time and effort to reach fewer and fewer clients. If you're still doing it the old-fashioned way, you're probably barely keeping your career afloat.
If you want to stop treading water and start making sales, The Contrarian Effect has the answer. This sales approach is like no other in history. Not only do traditional sales tactics fail most of the time, we're actually better off doing the exact opposite! It may sound crazy, but it's not just a novel idea; it's a counterintuitive approach to sales that really works.
High technology and instant communication have put customers firmly in control of the sales process. They don't answer calls from unknown numbers; they demand honesty and transparency in the sales process; they are well informed about your product before they deal with you; and they have no patience for pressure tactics like closing questions. No wonder traditional sales methods no longer work.
Whether you know it or not, many of today's best companies have already discovered the contrarian effect. They're giving up high-pressure selling for low-pressure customer interactions. Other companies are ditching the shotgun approach and getting to know specific customers and what they like in order to offer them the exact kind of product they want. These are examples of the contrarian effect in action, and it not only works, it works well.
If you or your organization is in the sales doldrums, it's time to shake things up. Read The Contrarian Effect and discover how profitable it can be when you take the old rules and do the exact opposite.
From the Back Cover
"I've made a career out of challenging conventional sales wisdom, and I can tell you that very few writers have done this effectively. It's not demolition that's hard; anyone can say that everything you've ever read is wrong. The trick is building something better in its place. The Contrarian Effect
does this well. It's filled with true stories about what works and what doesn't. It's fun to read and will challenge your thinking." —Neil Rackham, author of SPIN Sell
The Contrarian Effect is not for wimps.
If you're one of those Neanderthal salespeople who doesn't want to adapt to the changing times, buy one of those books that will tell you what you want to hear rather than what you need to hear. Certainly don't buy this book. It could make you uncomfortable. It could suggest you change the entire way you and your organization approach selling. But, if you do buy this book, you'll make more money and you'll even be more popular. Plus, you'll be a better salesperson—and person—for it.