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What Great Salespeople Do: The Science of Selling Through Emotional Connection and the Power of Story Hardcover – January 10, 2012


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Frequently Bought Together

What Great Salespeople Do: The Science of Selling Through Emotional Connection and the Power of Story + The Challenger Sale: Taking Control of the Customer Conversation + SPIN Selling
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Product Details

  • Hardcover: 288 pages
  • Publisher: McGraw-Hill; 1 edition (January 10, 2012)
  • Language: English
  • ISBN-10: 0071769714
  • ISBN-13: 978-0071769716
  • Product Dimensions: 9 x 6.3 x 0.9 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (33 customer reviews)
  • Amazon Best Sellers Rank: #17,300 in Books (See Top 100 in Books)

Editorial Reviews

About the Author

Michael Bosworth and Ben Zoldan have been collaborators for more than a decade, training tens of thousands of salespeople. They cofounded Story Leaders, LLC, a training firm focused on improving the performance of salespeople. Previously, Michael founded two of the most successful firms in the sales training industry: Solution Selling and CustomerCentric Selling. Ben has worked in the sales industry for nearly 20 years. Prior to joining Mike as a principal consultant with CustomerCentric Selling, Ben was a top-performing salesperson and a senior sales executive.


More About the Author

Mike Bosworth is well known throughout the business sales world as a trainer, speaker, and the author of best selling sales books Solution Selling: Creating Buyers in Difficult Selling Markets (McGraw-Hill, 1993), What Great Salespeople Do: The Science of Selling Through Emotional Connection and the Power of Story (McGraw-Hill, 2011) and co-author of CustomerCentric Selling (McGraw-Hill, 2003). Mike founded and grew one of the most successful virtual businesses in the B2B arena. After 10 years with Xerox Computer Services and one year with a software start-up, he founded Solution Selling® in 1983, began adding licensing his intellectual property to affiliates in 1988 and by the time he sold it in 1999, over 50 affiliates were contributing royalty income in excess of $2.8M annually. Mike began building Story Leaders™ as a framework for building emotional connection in 2008 and published a new book, What Great Salespeople Do, the Science of Selling Through Emotional Connection and the Power of Story in January, 2012. In January 2013, Mike founded Mike Bosworth Leadership. MBL currently has eight affiliates who sell and deliver his Story Seekers™ workshops.

Mike Bosworth began his career in the information technology industry in 1972 as an application support person for Xerox Computer Services. He was their top new business salesperson in 1975, managed the "branch of the year" in 1979 and was promoted to national manager of field sales in 1980. From 1976 through 1982 he designed and delivered sales training programs for XCS. His years of field experience plus the knowledge he gained from working with Neil Rackham on the Xerox SPIN selling project inspired him to found Solution Selling in 1983.

Bosworth has a degree in Business Management and Marketing from California State Polytechnic University. In addition to his keynote speaking for professional associations and major corporations, he has been a featured lecturer at the Stanford Graduate School of Business, The Stanford Program on Market Strategy for Technology-Based Companies, The American Marketing Association Customer Message Management Forums, The Anderson School Of Management At UCLA, the Paul Merage School of Business at UC Irvine, The University of Connecticut and Rollins College to name a few. He is certified (CMC) by the Institute of Management Consultants.

Michael T. Bosworth is a cofounder of CustomerCentric Systems®, LLC. He has assisted clients in improving sales effectiveness and shaping customer experience since 1983. He lives in Del Mar, California.

Customer Reviews

4.4 out of 5 stars
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It is amazing and is helping me to improve every relationship I have.
johng
They provide a practical structure for creating and telling a story that helps move the prospect to the next step in the sales process.
CoreyQ
I highly endorse this book and would recommend it for any and every executive, sales professional, or student looking to enter sales.
DavidZahn

Most Helpful Customer Reviews

13 of 13 people found the following review helpful By Stuart D. Golden on March 15, 2012
Format: Kindle Edition Verified Purchase
Fundamentally, when I first read solution selling and attended the course, it just plain made sense. All of the things we had been doing via common sense laid out as a system, a somewhat scientific approach. And still, we knew there was the "emotional storytelling" component missing. So we applied the science and still mixed in what great sellers do - the secret sauce - to continue to stimulate buyers and progress through the process. Sandler identified that buyers do not buy because of their brains or features, it's their inner child that "wants" and then the adult brain that "justifies." So Bosworth finally realized the same - fantastic. It rips my heart out, having leveraged solution selling successfully for many years, to hear Bosworth say he was flat out wrong before. No Michael, you were not wrong, it's just you missed the one important component. All of the other things in solution selling are all still valid - new sales folks learning a system should still start with Solution Selling - it's a very successful approach to ensuring you have not missed any details - however - add on these new findings. Perhaps we went to Sandler for the rest of the story, now Bosworth attempts to backtrack and add to the toolset. Which I am fine with - but do not discredit Solution Selling - let's just say it was a little incomplete. Just as this new approach is good, it laser focuses on what Bosworth originally missed - but you still need the system and all of the facts behind what will drive the deal through purchasing. The new book might get your buyers all bobbing and in live with you, but you will still need all of the pain gain and ROI to drag your deals to done. Long winded - this is a great read, but do not dismiss Solution Selling, and don't let's Bosworth's desire to sell a new book get in the way of a great system (with one obvious omission.) Highly recomended.
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8 of 9 people found the following review helpful By Michele I. Khoury on January 4, 2012
Format: Hardcover
Mike Bosworth's and Ben Zoldan's new book, What Great Salespeople Do, is a fast-paced, easy-to-read and understand approach to selling. Having spent thirty-plus years in sales, I personally can attest to the power of story telling. After reading Mike and Ben's book, I created my own stories and experimented. Much to my delight, I barely finished my stories before my prospects shared theirs. This remarkable book takes selling from a sleazy, slimy profession and helps transform it into a humanizing, caring and helpful approach that prospects not only relate to, but embrace and become internal sales supporters. The book is well-written and engaging from the first page: the individual stories grabbed my attention and paved the way to understand the scientific and emotional aspects of 'Why' story telling is so powerful and effective. I found What Great Salespeople Do to be insightful, revealing and extremely helpful.
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4 of 4 people found the following review helpful By DavidZahn on January 17, 2012
Format: Hardcover Verified Purchase
There are people who take the thoughts of others and polish them up and sell to others and make a living at it. Then there are others who are able to see what is missing and rush to fill it and take the rest of us on their shoulders to greater heights. The authors are clearly in the second group. Mike and Ben take a subject that has been dissected, analyzed, assessed, observed, commented on, critiqued, etc. ad nauseum (by them as well as others)- and absolutely uncover truths and insights that elude most of us. Having had the experience of collecting a library of books, articles, websites, speaker notes and the like - I was confident that there was nothing "new under the sun" when it came to selling skills and training on selling. Alas, I was mistaken (though no longer!).

This book takes insights, findings, research, and skills used by other disciplines and applies it to the fields of selling and buying in an innovative way - but never talks "down" to the reader and does not aim too high so that it no longer is an easy read. Written in a very accessible and conversational way, this is one book that I have already highlighted, dog-eared, and purchased for others to read. My excitement at having Mike and Ben open my eyes so that I could see what has always been before me is immense.

I highly endorse this book and would recommend it for any and every executive, sales professional, or student looking to enter sales.
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2 of 2 people found the following review helpful By Deb Calvert on September 21, 2013
Format: Hardcover
As a very successful salesperson, my greatest fear is that the sellers I compete with will read and heed this book. If they did, I'd probably lose my edge because many of the techniques I use to differentiate myself are covered in this fantastic resource.

In the 1990s, Michael Bosworth's book "Solution Selling" had a big impact on me and on the way I sold. I credit that book with a lot of my own personal success. This is a natural extension of that classic, building on the people part and offering a richer look at how sellers can connect with their buyers.

Think of yourself as a buyer. Just imagine how you'd respond to a seller who demonstrated empathy, listened closely to you, opened up and made it comfortable for you to share openly, too... a seller who was fully present throughout your conversation and conveyed feelings and humanness. Imagine that this seller told you a story rather than blandly recapping product features. Just imagine the impact this connection and trust would have on the way you viewed the seller.

Now think of yourself as a seller who has buyers that feel that way about you. This book will help you become that seller.
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