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This is NOT a sales manual. Rather, an extended dialogue between Steinmetz and those readers who are reasonably intelligent, very ambitious, highly energetic, eager to learn what they think they know but don't, not easily discouraged, and -- most important of all -- willing to consider vary carefully what Steinmetz suggests. He requires each reader to set aside their (probably cherished) assumptions about "salesmanship," most of them based on received wisdom that is either obsolete or never true in the first place. Is selling always a "numbers game"? No and Yes. No if the percentage is based on the number of sales made as a result of cold calls to everyone in the telephone directory whose last name begins with "J." Yes if the percentage is based on the number of sales made to carefully selected, pre-qualified prospects. True, there are differences between walk-in sales (e.g. at vehicle dealerships and department stores) and offsite sales (e.g. at the prospect's location). Even so, Steinmetz cites five "cases" (price, quality, service, competence of salesperson, and error-free delivery) which apply to both. I agree completely that "business is a game of margins, not volume." I am also convinced that re-orders (i.e. repeat customers), not merely orders, should be a primary objective. As Steinmetz explains, price may result in one order but quality, service, competence of salesperson, and error-free delivery create and then sustain long-term customer relationships.
Why avoid those who buy only on price? Steinmetz offers nine reasons:
1. Price-buyers take all of your sales time.
2. They do all the complaining.
3. They "forget" to pay you.
4. They tell your other customers how little they paid you.
5. They drive off your good customers.
6. There's not going to buy from you again anyhow.
7. They'll require you to "invest up" to supply their needs -- and then they'll blackmail you for a better price.
8. They'll destroy the credibility of your price and your product in the eyes of your customers.
9. They will steal any ideas, designs, drawings, information, and knowledge they can get their hands on.
There are dozens of such checklists, step-by-step processes, reminders, dos and don'ts, cautions, and value affirmations. throughout the book as well as hundreds of examples of real-world sales situations. Problems and complications are inevitable. Steinmetz identifies the most recurrent ones and explains how to resolve them. Implicit is Steinmetz's pride in what he views as the profession of sales. He is wholeheartedly committed to quality of product and service. He understands the importance of making prudent promises and then keeping every one of them. He has little (if any) patience with whiners, chiselers, corner cutters, liars, and hypocrites. He views providing service to customers as a privilege, indeed as a moral obligation.
Here in a single volume is a wealth of information and wisdom which Steinmetz has accumulated over a period of many years, presented with a non-nonsense writing style enlivened by his wry sense of humor. All of his advice is eminently practical and easily applicable to most sales situation. However, I presume to offer some advice of my own. Read and then re-read the book, highlighting or underlining whatever seems most relevant to your own situation. Then focus on your most urgent needs. That is to say, do not attempt to apply immediately everything you have learned. Experiment. Take a few prudent chances. Over time, I think you will achieve significant improvement of your skills and a stronger sense of pride in how you earn a living. One final point. Not all prospective customers are worthy of your attention and effort. Concentrate only on the ones who are.
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Don't miss your chance to read this welcoming introductory text.
saw this book, I thought internet telephone service was only for technical
experts. Now that I've talked on Internet telephone service, I found it
works great. The book is right, getting and using Internet telephone
service is easy.
The bottom line: this is a good basics book on how to get and hook-up
Internet telephone service.
Brian Hutchins
Dialpad Communications
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"Great Idea" won't sell you any tapes and it doesn't flog his product, Eco-Sensor, because that's not his mission. Ever his father's son, Kilham wants to encourage us to be true to ourselves, to keep on through failure and to always, always reach for excellence. You don't have to be an engineer or even a business person to love this book. I could hardly put it down.