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Sell to Excel: The Art and Science of Personal Selling Kindle Edition
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- File Size : 565 KB
- Print Length : 282 pages
- ASIN : B07TXBQNGD
- Publication Date : June 27, 2019
- Word Wise : Enabled
- Publisher : iUniverse (June 27, 2019)
- Language: : English
- X-Ray : Not Enabled
- Screen Reader : Supported
- Enhanced Typesetting : Enabled
- Text-to-Speech : Enabled
- Lending : Not Enabled
- Best Sellers Rank: #1,731,258 in Kindle Store (See Top 100 in Kindle Store)
- Customer Reviews:
Top reviews from the United States
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A customer is not buying a product or service, they are buying a solution to a problem. A salesman has to know a customer's company and industry as well as the customer knows it. A salesman has to show how their product or service will solve the problem better than anything else on the market. A salesman has to fill a customer's need that the customer doesn't even know that they have.
It is rare when a customer will sign on the dotted line with absolutely no problem; there is going to be some sort of objection. Usually, the stated reason will be something like "It's not in the budget" or "Try again next quarter." The salesman should ask open-ended questions to find out the real reason. Sometimes, the stated objection is not the real objection.
The book spends a lot of time looking at the personal relationship between the salesman and the client (sometimes the decider is a committee, not one person). Qualities like honesty, credibility and trustworthiness are required in the salesman. Once those qualities are gone, they are not coming back. A salesman should never over-promise and under-deliver; it should be the other way around. Look at things from the client's perspective. Always keep in contact with the client, with a handwritten note on the client's birthday, or tickets to a football game. Your consideration and generosity will be remembered.
For some people, the information in this book may be common knowledge, but it bears repeating. This breaks the art of selling into smaller, more manageable pieces. It is easy to understand and is very much worth checking out.
I was attracted to this book for two reasons. First, my father has struggled in the business of sales all of his life. Although he has had some moderate success at times, he has never been able to consistently sell and earn a living at it. We have worked in multiple businesses together as entrepreneurs, but we have always struggled to sell enough to make our businesses profitable. We were just talking about a book my father was reading that claimed a salesperson needed to have a bigger “framework” than the customer and basically smash the customer’s frame with his own. I think this is a terrible idea. There has to be a better way to sell a product that does not involve bullying the customer into purchasing something they do not want or can’t afford. I was pleased that Zaidi’s book has a much more cooperative solution to these obstacles.
I expected that, though, because of the second reason I was attracted to this book. I have read a previous book by Zaidi (The Stuff of Life) which I found inspiring, uplifting, but most of all positive. I agree with the idea that good salespeople are passionate about the product they are selling. If they honestly believe it will benefit the customer, and aren’t solely focused on money, it should be a much easier transaction for both parties involved.