Barking Up a Dead Horse: Avoiding the Wasted Time and Effort in Business-to-Business Sales
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Nevertheless, the middle of the book REALLY kicks into gear with methods to narrow down on your unique value and defining your ideal customer(A level to C level). The way these methods are laid out is definitely not fluff. Or at least I personally have never come across these principles.
The book goes in depth on the attitude and language that should be used when prospecting and interacting with customers period. Of course keep it brief and benefit oriented but more. Business is a two way street. Don't beg for their business. Your time is as valuable as theirs. Don't put yourself in a one down position. No '!'. Don't assume. The author added bad email/voicemail examples and effective email examples.
Really some great stuff that I find myself going back to and using verbatim. I don't want to spill to much of the goods in this book.
It does close out with the last 100 pages being the usual 'psyche of an effective salesperson' stuff. Slowing down. Think big. Learn new behaviors and implement. Have courage/face fears.
I speed read through a lot of this but I did find a cool exercise on picking up details: finding the Fs.
If you're a sales or business development representative and do a lot of prospecting and sales calls, get this book. Start reading the middle of it. Drill those principles then occasionally review the psyche stuff.
P.s. The title is absolutely brilliant. An amazing combination of two analogies that describe exactly what prospecting can be and feel like before what this book teaches you.
My suggestion-- buy several copies- spend one hour a day reading the book, highlight the parts that you find helpful. Summarize them and store them on your phone. Give your used copy to a sales leader you respect in a different field than yours and ask them to share their thoughts in 30 days. It is a good way to network because if they "get it" they will appreciate what you have done.
Stay true to your process, slow down and be yourself. Have fun.