Reflecting back on the satisfying chunk of Joel’s MBA reading list that I’ve gotten through, I’ve noticed that most of the books were well within my comfort zone in that they cover topics I already have an interest and a bit of grounding in. A lot of the books I didn’t enjoy cover topics I’m not experienced in, or just not interested in. Taking this as a starting point I decided to take a look back through these books and try to determine what the underlying theme that unites them is. It didn’t take me too long, and in fact there’s a one-syllable summary of this segment of literature that signals dischord – “Sales”.
I have a deep mistrust of sales people, but one that isn’t really based in prior experience. I have never been sold a lemon of a car that falls apart as soon as it leaves the lot, or a financial product that sunk quicker then the Lusitania. Having read Jeffrey Gitomer’s “Little Red Book of Selling” I think it is because I’ve encountered salespeople who epitomise the “Don’ts” of his advice.
Gittomer is a veteran salesman, and writes a weekly sales column which reaches around three million readers. And, he may yet redeem my faith in “Sales”. His basic philosophy is similar to Dale Carnegie’s – people will want to interact with people they like, and if your “interaction” is letting them buy something, then they may buy.
“The Little Red Book of Selling” is a manual like “Peopleware”, and should be read at regular intervals until it’s ingrained upon your mind. It is not a manipulative step-by-step manual that shows you how to trick and confuse your prospective customer until they are left with no option but to buy, but a manual on how to improve yourself. Gittomer attributes his success to ditching television, and spending the time improving yourself – reading, attending seminars, and public speaking. Each chapter ends with a handy summary to sum up the advice, and a few additional ideas to work with.
- Some snippets:
- It’s not who you know, it’s who knows you – Self publicity is essential. You need to demonstrate that you are a leader in the area you represent. Do this by writing and public speaking regularly.
- Don’t pitch – Nobody wants a sales pitch, they want answers to their concerns. Every potential client has problems that they want solved, they don’t want to hear your canned sales patter. Find their pain, and demonstrate how what you provide will make it dissapear.
- Get your foot in the door – If you are continually pushing a profit driven product or service nobody will want to know. If you are genuinely attempting to provide value to your clients they will be the ones calling you. If you are making sales appointments and they aren’t showing up, or continually cancelling then you haven’t addressed their fundamental need.
- Make them laugh – The author recommends picking a “safe” topic that isn’t going to offend anyone and making light of it. No good at being funny? Learn! If you make people laugh they’re far more likely to buy.
This is an excellent book. First of all, the presentation of the hardback version itself is expensive looking. It has a weighty cover, bookmark ribbon, and embossed front cover. Even before I read it I was pleased I bought it as it is a thing of beauty. The contents are likewise worthwhile; the style is easy and humourous and the book is laid out for quick reference. The right-hand side of the book has a colored edge to allow for easy access to different chapters and the summary at the end of each chapter is great if you need a quick refresh. I’d recommend it highly – not only is it it the first book on sales that I didn’t feel like I had to wash my hands after reading due to sleazy or manipulative content, but it was a very enjoyable and informative read.