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Selling Outside the Square Kindle Edition
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|Length: 122 pages||Word Wise: Enabled||Enhanced Typesetting: Enabled|
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Top customer reviews
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"...like a man who couldn't fix his computer, and paid an expert big money to repair it. When the specialist got the computer running in seconds, the man complained because all the expert did was unplug the mouse and hook it back in to the computer. "You didn't pay me for the time today," said the professional, "You paid me for all the time it took me to learn what I needed to do." Likewise, sometimes it's also a matter of knowing when and where to use this information..."
This teaches even old dogs (like me) how to sell to the Gen Me'ers. It helps me take what I learned to do, add to that for best effect and go forward into a new sales mindset.
This is not exclusive to real estate. The advice is broad enough for selling any product and for almost any marketing campaign. Advice includes using stories to connect with a potential buyer, raising curiosity about the product and giving the buyer a reason why to buy a product -- which are not as simple as they might sound. That's why the author explains thoroughly how to accomplish these.
In explaining the key target demographic for marketing, the book transcends a sales or business book and delves into social commentary - primarily "Gen Me," the term for anyone born after 1969 - which includes Gen X'ers and Gen Y'ers. This younger demographic is entirely about feeling good about themselves and individualism.
I'm admittedly somewhat conflicted on this description - being a member of this demographic. I'm also generally skeptical about any notion of the good old days or a more selfless generation. That said, the author doesn't seem to make judgments and never referenced the "good old days." He's simply advising on how to target the modern market and he certainly knows more about that than I - so perhaps I'm a tad sensitive about my generation.
You don't have to agree with every observation to find the book insightful. He applies this Gen Me analysis to politics, religion and the general culture. He points out that the most popular religious figures such as Rick Warren preach a message of believing in yourself because of God's unconditional love, rather than a strict set of rules like past generations of religious figures might have.
On politics, he accurately predicted that President Obama appealed to Gen Me voters in 2012 way more than Mitt Romney, in a desire to vote their passion over their pocket book. I'm less than convinced about his prediction that Jeb Bush will be victorious in 2016 for meeting the "12 triggers" that are a key cornerstone to the book to reach the Gen Me demo. As I said before, I could be wrong and I think there are clearly things an expert in sales could teach us about politics.
To be clear, it's NOT a political or culture book, but as a political junkie, I enjoyed that minimal aspect. That's one reason why I think this book will leave an impression, because it's a lively book, and not a one dimensional sales course. Regardless of the field of sales or marketing your seeking success in, the book is likely to be relevant.