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Customer Review

30 of 30 people found the following review helpful
5.0 out of 5 stars Have you ever lost a sure-fire sale?, May 26, 2000
This review is from: Why People Don't Buy Things: Five Five Proven Steps To Connect With Your Customers And Dramatically Improve Your Sales (Paperback)
When you do residential telemarketing for a livelihood, every call counts. You don't want to just burn up leads, and get on to the next prospect as quickly as possible. You must hang in there with each prospect till you hear some impossible objection you can't possibly overcome. And, of course, educated consumers know them all!
This book is my Bible. I reread it every day over pancakes and coffee at IHOP before starting my noon shift. As a result, I am able to listen to my prospects describe their worlds, instead of just arguing inside my head with myself, and selling to my own agenda all day. What a relief!
Like most salespeople, I occasionally wonder, "Is there some magic that I don't have?" whenever I see other people's sales go up on the board and I'm not selling. I often see this same question on sales managers faces as well.
After all, what salesperson doesn't imagine customer resistance as a very tangible and solid Great Wall that has convincing physical reality?
This book has enabled me to develop my own on-the-job marketing, and not pin all my odds on a company-supplied canned script that can't possibly listen to prospects and can't really help me survive.
Is sales an art or a science? Read Wallace and Washburn, apply the techniques, and then decide for yourself.
You'll never hear prospects the same way again. Telemarketing may be a blind shot but it doesn't have to be dumb.
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