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Selling in Tough Times: Secrets to Selling When No One Is Buying Hardcover – February 15, 2010

4.4 out of 5 stars 12 customer reviews

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Editorial Reviews

From Publishers Weekly

Hopkins (How to Master the Art of Selling) lobbies for a return to basics to maximize sales in an economic downturn. He starts from the very beginning, defining what a selling career entails and detailing the different types of salespeople. He encourages readers to step back and reevaluate their positions in the economy, and to make a plan for when the climate improves. The first step is to save existing business by going the extra mile, making human contact, and initiating loyalty-building campaigns. Hopkins shows how to quickly tell if a client is right for you, reduce sales resistance, woo clients from the competition, and cut costs while continuing to appear successful. Each chapter ends with a short summary to help extract and reinforce key ideas. Part self-help book, part motivational guide, this book provides valuable advice for selling professionals struggling in the current economy as well anyone hoping to emerge from the recession primed for growth. (Feb.)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

About the Author

Tom Hopkins is the founder and president of the renowned sales training service Tom Hopkins International. He is a member of the National Speakers Bureau and is the author of the national bestseller How to Master the Art of Selling. Today, over 35,000 corporations and millions of professional salespeople throughout the world utilize his professional sales training materials.

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Product Details

  • Hardcover: 272 pages
  • Publisher: Business Plus; 1 edition (February 15, 2010)
  • Language: English
  • ISBN-10: 0446548146
  • ISBN-13: 978-0446548144
  • Product Dimensions: 5.8 x 1 x 8.5 inches
  • Shipping Weight: 10.4 ounces
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (12 customer reviews)
  • Amazon Best Sellers Rank: #908,810 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Hardcover
Certainly timely since we've all been facing tough times for the past couple of years, Tom Hopkins' newest book, Selling in Tough Times: Secrets to Selling When No One is Buying (Business Plus: 2010), seeks to help sellers at all levels get back to the top.

If you're a Hopkins enthusiast looking for something new, you'll be disappointed as there is nothing new in the book--but in many ways that's the point of the book. Hopkins argues that a tough selling environment demands sellers return to the basics of selling. Restating and reinforcing those basics--from prospecting to communication to closing--is the heart and soul of Selling in Tough Times.

Easy to read, the book addresses virtually every aspect of selling, each aspect being addressed in a short one to three page section.

Hopkins spends the first quarter of the book discussing the mental aspects of adjusting to a down market and why selling in a weak market demands you return to the fundamentals of selling. Although many will find the book drags a bit in these early chapters, the book's format lends itself to skipping those sections that aren't of interest and focusing on those that you believe are pertinent to your needs.

The second two thirds of the book deals with the various parts of the sale--finding prospects, qualifying them, selling them, servicing them, keeping them. Again, since the book is a series of short treatments of the various points of the sale, you can zero in on those sections of interest to you and ignore the remainder.

If you already have one of Hopkins' other books such as How to Master the Art of Selling or Selling for Dummies, there's no need to purchase this one--unless you simply want a concise summation of Hopkins' teachings.
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Format: Hardcover
I'm not sure if times are especially tough out there or if most salespeople have just become too accustomed to how easy selling was during the boom, but one thing's for sure, there's a rash of books out there dealing with how to sell in tough times. Tom Hopkins latest book on the subject is one of the better ones, primarily because he spends the first part of the book focusing on your attitude, what you believe and how you think. For all the talk about techniques, closing strategies and fancy tactics, sales is largely a mental game. Salespeople need to realize that even in the toughest of times there are people who succeed wildly while others in the same profession are struggling and leaving the business.

Tom stresses that salespeople need to be flexible and observant. An economy becomes a tough economy when things are changing rapidly, the rules governing how you need to approach your market are changing and you need to do things differently. As I've often heard from my customers, clients and peers, "People are working twice as much for half the money." In order to survive and thrive in these changing and turbulent economic periods Tom counsels the salesperson to be aware of their market, to notice how their industry is changing and to monitor the general economy. Salespeople need to adapt in order to survive. People tend to forget that business moves in cycles and that occasionally entire industries and professions simply die. It's not a time to panic and give up, it's a time to adapt and overcome. He counsels against getting caught up in negative thought patterns and advises salespeople to avoid rumormongers and negative people.
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Format: Hardcover
So, selling in tough times, by Top Hopkins. Hmm.. I received an advanced copy of this book and to be honest I half assumed this would be another bloated business book. I thought this book was going to be garbage, re-hashing the same ol' business junk that publishers lately have a tendency to put out. I was dead wrong.

This book is great, seriously. I read maybe 800 business books total in the past 5 years, and this book is in the top 50 of my favorite books of all time for sure. Real world practical advice, conversational tone, and a fun fast-paced flow. You can even sense an underlying respect for the reader in the context of the book.

If you thinking about buying this book, just do it. It impresses me in the way that it brings forth to my memory the exact thought patterns that I know in need to remember, but that sometimes I forget in my busy life. I don't want to tell any specifics inside the book because any sort of excerpts do not do the book the justice it deserves. So, that's that.
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Format: Hardcover
I like Tom Hopkins books in the past and got just a bit more out of his previous books but I will still give him a 4 stars for this one.

The upside is he covers many areas that are good refreshers for a lot of aspects in sales such as professionalism, ethics, how to deal with your competition, not burning bridges, maintaining existing clients, fighting against the tide of tough times when it seems no one or not as many are buying.

So if you are going through tough times like many salespeople are in this economy this book has many benefits and brainfood for sales reps.

I just can't give it a 100% as it comes across on a few points that his strategies are more suited sometimes for B to C sales and not so much as B to B sales. For example, he emphasizes that people buy on emotion and justify with logic their decisions. That makes perfect sense when you are selling a Waterfront Home, a luxury car or sports car or many other items that have emotional tags to the item, but many B to B sales are very analytical/logical driven such as Technology, Industrial or Financial sales.

Also, some tactics such as asking the client to let you (the sales rep) save the client time by offering the information of what the competition has to offer just won't fly with many individuals who even if they know you well will want to see what the competition has to say themselves.

Lastly, I do agree that attitude in tough times is important and it can/will help you to improve your sales or at least keep from free-falling in a down economy but for many industries and companies that sales reps work for even the best attitudes will at best keep you from losing half of your previous sales income and only lose maybe 20-30% of your previous sales income.
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