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Swim with the Sharks Without Being Eaten Alive: Outsell, Outmanage, Outmotivate, and Outnegotiate Your Competition (Collins Business Essentials) Paperback – January 18, 2005
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Super-salesman's secrets...Mackay's book is interesting, entertaining - and useful WALL STREET JOURNAL Everything business schools are too polite to teach GLORIA STEINEM His own story shows that his tips on salesmanship can work... NEWSWEEK --This text refers to an out of print or unavailable edition of this title.
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A super salesman, a sportsman, a popular public speaker and motivator, Harvey Mackay has evolved some of the most dynamic techniques for soliciting and closing a sale ever devised. In this book he reviews the secrets of his success. --This text refers to an out of print or unavailable edition of this title.
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Top customer reviews
The book is broken up into a bunch of mini-chapters what the author calls Lessons and Quickies. Each lesson gives a little bit of advice or wisdom. The lesson can be one page, one line on a page or a few pages. I think that maybe someone starting out in sales might find some of the earlier chapters useful. In these early chapters there is focus on the customer and how to know your customer. After the sales chapters the book kind of goes off into a bunch of different topics.
Again, its an ok read. Recommended for a beginner in business not recommended for an experienced executive.
This book is a gold mine for any person in sales. But it is also good for anyone wanting to start a business or works in management.
And finally it is also entertaining in its own right.
Sometimes I donate my books to charity or give them to a friend but this is a Keeper.
That being the perspective of your reviewer, I found a lot of information in Mr. Mackay's book to be effective in helping me build my business.
One example: until recently, I emotionally beat myself down each time I didn't land a new customer when going on business calls. In "Swim with the Sharks" Mackay says it's just fine to position yourself as "Number 2" in the prospects mind. That is, if you don't get the new account when you first visit the prospect don't worry about it. Use targeted persistence and over time, when that prospect's current service provider stumbles, you will be "number 2" in line and ready to serve their needs.
Mackay then gives you a very detailed and specific framework to use so that you A) know how to persist and be positioned to move from #2 to #1 and B) don't tumble from the #1 spot once you get there.
For more seasoned sales people this may be common knowledge. For most others, like me, the reasoning is so logical (yet under practiced) that it seems like it must be common knowledge.
Since reading this book in late March, 2010 I have wrenched 2 new business customers from competing banks and I attribute these successes to not only the nuts-and-bolts in "Swim with the Sharks" but also to the confidence having these kinds of concepts and tools gives you.
Mackay also touches on topics that will be of utility to entrepreneurs and business owners - a group I hope to join. In my current position these ideas help me better understand the mind of many of the people I serve while at the same time building my understanding for my own future independent endeavors.
I purchased this book for $11.51. It is my opinion that the value is worth more than the price.
He has created a client bio, the "MacKay 66" that gets 66 pieces of info on any given client/customer that gives the salesperson a great deal of inside info so that he/she will have an edge on developing an "appreciation marketing" approach to their business. This can be used to remember birthdays, anniversaries, etc. with a personalized, hand-written card that reaches out to the customer without having your hand out and always wanting an order. This also gets info on wife, kids, pets, favorite charities, hobbies, etc. that can be used to know and appreciate this client or prospect better. This gives that person a decided edge in their marketing efforts because they become very informed and very able to get that client's attention.
There is a lot of other business wisdom that is well worth getting this book for. It was written in 1988, but this is wisdom that will NEVER become antiquated or obsolete.