- Series: Marketing/Sales/Advertising & Promotion
- Hardcover: 256 pages
- Publisher: McGraw-Hill Education; 1 edition (January 10, 2012)
- Language: English
- ISBN-10: 0071769714
- ISBN-13: 978-0071769716
- Product Dimensions: 6.5 x 0.9 x 9.2 inches
- Shipping Weight: 1.2 pounds (View shipping rates and policies)
- Average Customer Review: 4.4 out of 5 stars See all reviews (61 customer reviews)
- Amazon Best Sellers Rank: #34,812 in Books (See Top 100 in Books)
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What Great Salespeople Do: The Science of Selling Through Emotional Connection and the Power of Story (Marketing/Sales/Advertising & Promotion) Hardcover – January 10, 2012
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About the Author
Michael Bosworth and Ben Zoldan have been collaborators for more than a decade, training tens of thousands of salespeople. They cofounded Story Leaders, LLC, a training firm focused on improving the performance of salespeople. Previously, Michael founded two of the most successful firms in the sales training industry: Solution Selling and CustomerCentric Selling. Ben has worked in the sales industry for nearly 20 years. Prior to joining Mike as a principal consultant with CustomerCentric Selling, Ben was a top-performing salesperson and a senior sales executive.
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Top Customer Reviews
The Solution Selling 'nine box' questioning framework like Neil Rackham's "SPIN selling" and Tom Freese's "Secrets of question-based selling" are excellent sales conversation frameworks and great sales people do use these questioning techniques - (as Neil Rackham's research showed). There are however several issues with questioning frameworks:
1. They are not easy to learn and come across as manipulative if not used expertly. A three-day "Solution Selling" training course(for example) on its own is not sufficient time for most sales people to become proficient with the questioning model, ongoing coaching and practice is required for proficiency.
2. They are incomplete because great sales people also tell stories and use metaphors (a story on steroids) and mix those tools with the questioning framework. Stories and metaphors are critically important tools and this book is a major contribution to learning those tools.
3. Great sales people also provide insight and help to build a future oriented vision by teaching but only after credibility, rapport and a need are established
I'm giving the book five stars because stories are incredibly powerful sales tool and this book is a great teaching aid for both story crafting its most important mirror - story tending. Congratulations to the authors.
However, I don't see stories as a replacement for questioning frameworks - they are an enhancement; an important new sales toolset.
I have been helping people purchase solutions for 35 years, and if I spent that much time framing myself to a customer in story fashion, I would still be searching for a customer base. Try "Conversations That Win The Complex Sale" if you are looking for a respectable approach for the customer of today.
However, about halfway through the book, I realized the authors wrote this book to justify to their current clients that they were wrong about their previous sales training methods. This book is there way of saying, "Hey, we were wrong, but look at all this research we did. Now, we know we're right and we want you to pay for all your sales people to go through new training with us again."
All in all - a great book for those afraid of being salespeople (we are all salespeople in some way) and a great book to get your mind away from the traditional fact-regurgitation sales pitch.