Top positive review
Read the book, use what's in it, but be yourself
on May 29, 2015
It's a great book, but I have to offer a huge caveat right up front. At some point your sales knowledge has to take the form of YOU performing NATURALLY. The BEST knowledge on EARTH is the knowledge that you can internalize, make it a PART of who you are and what you are, rather than an EXTERNAL thing that you have to access repeatedly.
The reason I say this is that to call this book "feature-rich" is the understatement of a LIFETIME. These folks know their stuff, it's a master's thesis. By the time someone has pounded two thousand pieces of information into my head that I am expected to call upon on demand, I tend to retreat to old-school sales dogs like Zig Ziglar and Brian Tracy, who...DESPITE the wealth of sales techniques they both taught...are really only teaching you ONE thing, and that is to be a person of your word, a man or woman of integrity, and everything else will take care of itself.
What I've said so far may make no sense at all so I will give you an illustration of where I am going with this.
On page 52 (Kindle Edition), there is a section called "Building Real Rapport." I'm sure I don't have to preach the value in that, right? The section is broken down into sub-sections: "Be genuine," "Be warm and friendly," "Show interest," "Don't be too needy," "Give genuine compliments," "Calibrate the rapport to just right," "Read the culture," "Balance advocacy and inquiry," "Listen actively," "Show relevance, share similarities."
That adds up to FIVE pages of the book, with TEN sub-categories, to make ONE point. The material is all valid and it is something every salesperson needs to know, but two questions come up.
First, do you really need to read a book to have its author tell you to "be warm and friendly?"
Second, this book (once again, I am using the Kindle edition) has 4600 pages, not counting the "Appendix and Online Resources" and other sections that follow. How large is your head? How many bullet points and sub-bullets are you going to load in there before you actually go out and sell?
That's the point I am making here. The information is good, it's valid, it's road-tested, it's all things you need to know, but don't submerge yourself in this or any other book at the expense of NOT getting on the phone or out on the streets to sell. The book can help your career, or it can give you an extremely bad case of paralysis by analysis. Your choice.