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Soft Selling in a Hard World: Plain Talk on the Art of Persuasion (2nd Edition-Revised & Updated) (Paperback)
by Jerry Vass
| Category:
Selling tactics, Sales skills, Persuasion |
| Market price: ¥ 138.00
MSL price:
¥ 118.00
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| Stock:
Pre-order item, lead time 3-7 weeks upon payment [ COD term does not apply to pre-order items ] |
MSL rating:
 Good for Gifts |
MSL Pointer Review:
A less known but extremely powerful handbook for the effective salesperson.
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Author: Jerry Vass
Publisher: Running Press; 2Rev Ed edition
Pub. in: August, 1998
ISBN: 0762404019
Pages: 240
Measurements: 6.9 x 5.1 x 0.7 inches
Origin of product: USA
Order code: BA01355
Other information: ISBN-13: 978-0762404018
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- MSL Picks -
At first I didn't expect much from this book by Jerry Vass. In his introduction he wrote "This is a perfect book for the bathroom." Talk about 'soft selling.' Soon you will realize that this book purely about a selling philosophy that is extremely practical. Myths, many of them, are debunked. The development of skills, not mere motivation, is the crux of this book. I especially liked the formula for establishing an effective mission statement. He discusses the various means of soft-probing, using supporting statements, and ultimately assuming the close with an oblique technical question. Every objection falls into one of seven categories which are handled differently. This is a great book. It would have been a super book had it been shorter and not so redundant at times. It would have been a super book had it been shorter and not so redundant at times.
(From quoting Peter Valentine, USA)
Target readers:
All sales professionals and sales trainers.
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From Publisher
Now in paperback, this innovative guide to the art of selling is a hands-on, how-to book about fulfilling your selling potential and enjoying it. Written in an easy-to-read, breezy style, this informative book can be opened to any page to find practical pointers and outstanding advice. The education provided in SOFT SELLING IN A HARD WORLD is all you need to become a successful salesperson in today's tough business environment.
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Robert D. Steele (MSL quote), USA
<2008-04-25 00:00>
I just took the executive sales training course that this book summarizes, essentially a "CEO to CEO" sales course but applicable at any level of direct sales, and I cannot say enough good things about the author, the book, or the training--my last twenty years literally passed before my eyes as I understood his key points: purchase decisions are made by individuals on an emotional "what's in it for me" basis, and then justified on a rational "what's in it for the organization" basis. Any sales effort that attempts to stress features and capabilities, as 99% of all of us have been doing, is destined to be lethargic and hit or miss.
The author and his team have a formula and it is a formula that is already working for me: listen instead of talk, solve instead of sell, and a few others that are only offered in the course not the book.
The author is devastating in critiquing what he calls "puffery", all those now meaningless phrases about "best in class" and so on.
Finally, the author is extremely effective in helping truly good executive sales people do a cost analysis that at its most brutal, makes it clear to the client that what they are buying or not buying now is costing them a great deal more than what you are offering as a solution to *their* problem, which in turn justifies your getting top dollar because the return on investment in your more expensive capability, with no hidden costs, is greater than the return on the cheaper or partial solutions.
I strongly recommend the book for a taste of how to do soft selling in a client-friendly manner, and I strongly recommend the three-day course which is where they walk you through the entire process of creating mission statements, benefits to the client, listening probes, and closing statements that pull it all together.
It will take more than one course to overcome 20 years of coming at it the wrong way, but if you are seriously interested in dramatically changing your tone, your approach, and your relationship with your best clients, start with this book and then go on to one of the courses.
This was, incidentally, as an executive, my first formal training since 1986-20 years ago, and as I finished it up, I could only wish someone had shown me this path ten years ago or before.
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Rick Zaniboni (MSL quote), USA
<2008-04-25 00:00>
As a professional salesman of 15 years I'm constantly searching for information to help me get an edge. The older I get the more I've realized that an "edge" in the sales world is simply building a firm understanding of and consistently applying the basics to the art of sales.
"Soft Welling in a Hard World" by Jerry Vass is a quick-read but filled with powerful, ethical and usable tactics designed to help you understand your buyers while gaining significant credibility in their eyes.
If you're like me you have a handful of dog-eared, highlighted gems that you keep on your night stand. Mr. Vass has earned a spot in the company of Frank Bettger, Dale Carnegie, Norman Vincent Peale and Napolian Hill.
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