bookspluslife

April 9, 2018

Book: Soft Selling In a Hard World by Jerry Vass

Filed under: Books — Tags: , , — krishnafromtoronto @ 7:46 pm

imageA combination of training, and self help nonfiction work. It describes how you get to maximise your potential as a salesman, whether you are holding that formal title or not in an organization. I would consider that it is a mixed bag on the whole.

 

Interesting stuff where he defines the importance of sales and how you can sell your way to the top. It is not only salespeople who sell. Everyone who is successful and rises to the top in any profession is a salesperson.

 

He seems to think that everyone hates and disparages salesmen, which is puzzling. Yes, snake oil sellers and used car salesmen are universally despised, but others? It is an interesting book but you do not learn any great new concepts but most of what he talks about is common sense.

 

The Proof Statement? That is what I thought all salespeople did. Apparently not.

 

There are interesting tips about flanking questions that get beyond the Buyer’s Armour (and a grotesque description and picture of the buyer’s nether parts which are exposed and naked that your question can get at) and get him to both think and get him to your side.

 

The steps are interesting, but I don’t know if, as he claims, it can work in a cold call and even (as he seems to imply) with a hostile customer.

 

Nice points about being confident and always having the goal in mind. Nice points about not to use hard sell or oversell. But he says ‘never use the jargon’ which seems a bit excessive.

 

However, the techniques undeniable make sense and will sharpen the toolkit of any salesman, whether it has the near magical effect that Vass claims for them or not. A useful toolkit to have if you are selling anything.

 

The one thing that makes an even greater impact is what he says at the beginning of the book. Salesmen are not merely those whose profession is sales. Everyone is a salesman at work. In fact, very successful salespeople are executives and all executives are there because they sold themselves successfully in their career. Nice.

Nice tips. The author is convinced that this will make all the difference between success and failure. I like his confidence but do not share his conviction. What is undeniably true is that it sharpens your arsenal when you go out there to make a cold call.

 

In summary,  the author does a reasonable but not spectacular job of selling his ideas in the book to you.

 

6 / 10

– – Krishna

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