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The Contrarian Effect: Why It Pays (Big) to Take Typical Sales Advice and Do the Opposite Hardcover – September 9, 2008
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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 Selling
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.
Top customer reviews
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The same tactics like cold calling just doesn't work as well as it use to or so-called closing techniques.
The sales pro of today has to be more sophisticated and knowledgeable and this book provides a lot of proof and strategies to drive this point home.
This book is a manifesto for a new and - I believe - more effective way of making sales - by building relationships, building a reputation as a trusted adviser, and by sending relevant, targeted offers.
It's a method I advise my clients to use: newsletters, for example, which the authors recommend, are a great way of accomplishing all this.
The book will be a shock for those who believe in the old way of making sales; it serves as a pocket-sized reminder for those who know that they new ways work better.
I bought 12 additional copies to send to the directors of training for my franchise, business partners and my suppliers and vendors. Hope they learn as much as I did. Thanks again for a great read. Also check out their live events. The best money you will ever spend.
I love Michael's long term thesis that you attract people and let them get to to know like and trust you so that when they are ready they will buy.
This fits well with me. I did try the red headline shout for a short while but I just went backwards. Back to sanity because this is what works and makes for a great relationship with your clients.
Your clients are your friends to be helped not simply a herd to be milked like some marketing people say.
Thank you for reminding us again Michael and Elizabeth. I am delighted to be a member of your tribe!
The authors gave one example after another about how not to sell your product or service. Basically, they talked about making a connection, listening to your customer, giving your customer something of value, moving at your customer's pace, and becoming more customer-focused versus bottom line and quota focused. After a while (like after the first chapter), the book felt repetitive. The Contrarian Effect, as they called it, is simply good communication. I'm assuming that sales people of the past didn't use good communication skills.
What still amazes me is that we are having this discussion. Creating relationships with people take time, energy and a willingness to share. Are we in too much of a hurry for that? Port and Marshall think we are. Furthermore, they contend that haste will make waste.
If you are dealing with hard-sell management and want them to see another side of the coin, this book might work for you. If you're looking for new techniques in sales or even new communication ideas, this is not the book for you.
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by Michael Port (Author), Elizabeth Marshall (Author)
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