This is one of the few books that examine the science inherent to the art of selling. It does not merely look at the reluctance to cold-call or to close, but at the underlying psychological and emotional causes, of that reluctance. While noting that mishandled objections costs sales, this text also speaks to the personality traits that interfere with overcoming the objections of certain customers More
This book is written for people in the Selling Profession. It gives a struggling salesperson insight into those struggles so that he/she can overcome them. It also helps managers and sales trainers understand some of the complexities they see in their salespeople or students so that they can help them achieve better results. There are not currently many texts that examine the science inherent to the art of selling. This is one of the few. It does not merely look at the reluctance to cold-call or to close, but at the underlying psychological and emotional causes of that reluctance, whether due to the salesperson or as a result of the customer's behavior. When noting that mishandled objections cost sales, this text also speaks to the personality traits that interfere with overcoming the objections of certain customers. Moreover, this study does not merely speak to the fears and anxieties that sabotage sales, but attempts to address the etiology of those fears, be they with the salesperson or with the customer. This book also brings into play some of the psychological underpinnings of personality traits that see some sales reps excel while others struggle for the occasional deal. Anecdotes are included to enable the reader to view the espoused theory in a selling context. This book is particularly sensitive to salespeople on commission alone. They are reminded of the importance of making the best possible move at every given moment; their need to recognize and avoid self-defeating behavior is also reinforced; the importance of retaining control of their sales calls is emphasized as well; and the courage to make the difficult decision that so many sales reps are afraid to make is called upon repeatedly. By giving the reader insight into the science behind the dynamics that often creep into a sales call, a whole new world of selling opportunities opens up.
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