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Selling Against the Goal: How Corporate Sales Professionals Generate the Leads They Need Paperback – October 1, 2005
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"Job Title: Sales Rep. Job Responsibilities: Generate Leads. Close Sales. How to Get the Job Done: It's up to you, my friend." This is how the book starts and isn't it TRUE. No-one tells us how and the real help we get as out-in-the-field salespeople is minimal. Few companies are good at generating leads! Most books written on the topic are for management (Lead Generation for the Complex Sale, for example, is a great book, but not for the grunt on-the-ground like me). Other books just rehash cold calling techniques that simply don't work in this overworked, too busy, voice mail and email business environment.
Most importantly this book is a practical workbook: not simply a theoretical system of selling that does you no good in the day to day selling world where we all live. This book tells you how to make a territory plan and then develop leads and prospects within your territory. The book works from your goals, even targets the amount of prospects based on your averages and financial plans. The book have very explicit instructions that show you how to work an area, develop business, and close sales. This book goes far beyond the worn out and doesn't work advice of `just cold call more.' This book may have saved my career. It will definitely improve anyone's sales efforts if they apply it.
This is a GERAT, motivational tool for Salespeople.
If you are stuck 'in the rut' and cannot figure out how to get more business out of your territory, this is the book to read.
It's an easy read, but it's thorough and the information is not as redundant or obvious as other sales tomes.
Another place where sales will run into an issue is that sales people are not good at creating good content and copy for lead gen programs. Its not in their genes. Of course they think they do. (I certainly did until it was proven over and over to me) Most of Lee's copy examples are quite good, but some illustrate that fatal flaw about salesmen, they can forget that to get customer interest you do not start out talking about your Co. or yourself.
So although this is a must buy book for sales people, it does not address what you need in regards to great copy. You should combine your work laid out in this book with that of a marketing peer who understands compelling copy. Of course as a good sales person , you could not at first tell the difference `tween compelling copy and just copy. But, you will think you do.
It is the ultimate survival guide and a "must have" for all sales professionals. This book will give you the motivation to look at you business from a different perspective, a new hope to success and practical tools of the trade to bring your vision into reality.
It seems everyone just wants to state their opinion today but offer no sound advice on how to get from point A to Point Z but Kendra's book was different. Honestly... I felt welcomed into Kendra's book and I felt that she understood what it was I wanted to learn. I enjoyed the book very much and would highly recommend it to anyone.
Deb Kennedy, President
Channel Neutral Marketing