Top positive review
11 people found this helpful
Wrong premise - good book on sales
on January 13, 2013
Mr. Hunter is the real deal. He clearly understands sales and has a lot of good advice. I loved his stories and his advice on selling. Very valuable reading. For example, Mr. Hunter's distinguishing between needs and benefits was brilliant. How to have conversations with customers that distinguishes between truth and misinformation was great. Here are few other examples:
"If you change how you think, you can then change how you deal with the customer. By changing how you deal with the customer, you can take control of the process and move yourself away from dependence on discounting to closing sales."
"Something is not a need or a benefit until the customer tells me it's a need or benefit."
That said, book is wrong in my judgement, both in that price doesn't matter and that profit should be important to a salesperson. Mr. Hunter states that the premise of the book is that salespeople should maximize profit. The whole book is about how profit is good, necessary, and how to sell more profitably. While I agree with that 100%, it has nothing to do with the average salesperson, our jobs or the mandates of most companies. Frankly, it is the company's responsibility to determine value, effective price points, and be profitable. It is my job to sell and achieve results according to the commission plan management has established.
We have a commission plan. We have a quota. In my 30 years of B2B selling capital equipment for large companies profit has never been a factor. Weekly funnel reviews, pumped up forecasts, desperate closing techniques at month and quarter end, as well as hail Mary end-of-year desperation plays are the norm. While we mutually denounce Senior Managers parachuting in to close deals by sacrificing margins and conditioning customers to expect those discounts, that is the norm - and it isn't going to be changed by the customer-facing salesperson.
So who is this book written to? If the answer is Sales Leadership then it is a must read. Entrepreneurs get it already; salespeople do what they get paid for. If commissions and job security (can you say meeting quota) are not based on profits behavior isn't going to change.
Bottom line is this, and the reason I've given this book 4 stars: Mr. Hunter is knowledgeable and a great sales consultant and trainer. This book is full of good advice illustrated with entertaining stories all illuminated by years of experience. I'm glad to have read this book and will keep it in my library. The chapter on Prospecting is one of the very best on the subject. There are some really good sales processes and advice in this book. How to deal with purchasing departments; how to handle RFPs; a detailed questioning and tactical sales presentation, these are just a few examples.
Good Selling everyone!