Marketing / Sales Books

[Elenny]

What are some good books for someone who couldn't sell cold water on a hot desert?

I have never been able to sell anything. I prefer to give things away because it makes me feel better. But now my father is asking for my help with his business. He operates a small radio station which has been going downhill since his partner -- who was the salesman -- died a year ago.

Right now he can't afford to hire professionals, so I told him I would try to help him, but I am horrified to walk into a business and offer anything.

Is there a book that can help me overcome my fear (perhaps of rejection), or are salespeople born to sell and there is no remedy for someone like me?

[1000feet]

I loved Jeffery Gitomer's Little Red Book of Selling. I was still going through it the week before I closed my biggest sale so far against two competitors with lower prices. His follow-up, the Sales Answers book, also has a lot of useful tips. These books are good because as you're going through this with different customers, you can re-read short parts to identify solutions to the problems you're currently facing and then put them into practice.

I don't think it's that hard to start selling, everything gets easier as you go along. What people usually recommend is to start on an easier task so you can get yourself started, but you might not always have that option. I my case, I wrote to about 60-80 people who were interested in my kind of service before I started to get consistent results; even in the beginning someone has to bite so that's your chance to do everything you can to prove that people should buy from you.

There's no good substitute for failing a lot of times. You get used to it after a bit; if you don't make a strong impression and someone ignores you or turns you down, it's quickly forgotten on both sides when there's lots of other people to do business with. You should try an approach 15-20 times with only minor variations to get a feel for how well it works; if it doesn't work (or even if it does), change your approach.

An example of this is when I started off writing formal letters that were a bit long. After trying that for a bit I was only getting occasional results, but when I saw another example and started writing short, friendly letters that directly lay out why I'm qualified and ask a few questions about the buyer I got much better results.

At the start it certainly feels better to just fill in the blanks (I do most selling using email), whereas the Little Red Books are more about the general ideas, so it might help if you can find real examples of things you could write or say (just make sure you modify them so they not only fit the situation but show you took the time to understand the customer).

Gitomer's ideas are based on selling something of value and quality, which is one of the things I like about them. If you focus on benefitting the customer you'll feel good about it and find that it helps with selling. There's definitely some people who are born to make shady deals using pressure and manipulation, but in a good sales position you should focus on the customer at least as much as you focus on your company. You can even represent them within the company when they point out that something is wrong, and sell changes to the management to make the transaction better for everyone.

[Brutha]

Right now he can't afford to hire professionals, so I told him I would try to help him, but I am horrified to walk into a business and offer anything.

Can he afford not to hire professionals?
He could pay them based on a high commision, instead of a fixed amount.

[JiriNovotny]

Grab a copy of "How To Win Friends And Influence People" at the local library. This will teach you quickly how to make friends quickly. When someone likes you, it is very easy to get a sale. This is how I would do it, just my two cents.

[Eggzachery]

"Influence: Science and Practice" by Robert Cialdini
"How I Raised Myself From Failure to Success in Selling" by Frank Bettger

Most selling is a simple function of discovering how the product or service you are peddling provides value for those who purchase it, sharing that information with as many qualified prospects as possible, and then asking for the sale.

The biggest mystery for most new salespeople is "who is a qualified prospect?" But that is answered quite easily once you understand the benefits of what you're selling.

You're selling radio advertising, I'll assume. So who your prospect is should be fairly straight forward. Businesses who want exposure to the public. There's no end to that list of prospects. So figure out why they should put their ad money with you, and talk to as many businesses as you can see each day.

A lot of people attempt to fancy it up with talks of professionalism and fancy sales techniques. But it's simply talking to people, providing value through your service, and ASKING FOR THE SALE.

The courage to do it won't come from reading enough books. The courage will come from getting out there and doing it.

[Shamou]

Originally Posted by JiriNovotny

Grab a copy of "How To Win Friends And Influence People" at the local library. This will teach you quickly how to make friends quickly. When someone likes you, it is very easy to get a sale. This is how I would do it, just my two cents.

This would also be my advice to you... "How to win friends....." was the first book I ever read on PD... and it has been invaluable... a must read for everyone...

.

[C.F. Jackson]

I'd like to suggest The Psychology of Selling
by Brian Tracy.

This book takes you step by step with what
to say, how to identify your true customer,
it will you tremendously.

I love it! It broke everything down simply
for me to actually place the techniques into
action.

The first step is for you to empower yourself
with affirming statements like:

I am a salesperson.

I love rejection.

I exude confidence.

I hope you've value in what I've shared.

Continue to make this the best day ever!

Won't Be Denied!
C.F. Jackson

Lighting 1,000 Dreams Worldwide!

[kayumochi]

Originally Posted by Elenny

What are some good books for someone who couldn't sell cold water on a hot desert?

I have never been able to sell anything. I prefer to give things away because it makes me feel better. But now my father is asking for my help with his business. He operates a small radio station which has been going downhill since his partner -- who was the salesman -- died a year ago.

Right now he can't afford to hire professionals, so I told him I would try to help him, but I am horrified to walk into a business and offer anything.

Is there a book that can help me overcome my fear (perhaps of rejection), or are salespeople born to sell and there is no remedy for someone like me?

Elenny, its you again! I don't sell radio (I sell print and online and am a fan of Helen Berman's "Ad Sales") but I am aware of this book: The Million Dollar Media Rep: How to Become a Television and Radio Sales Superstar. Generally though I have a dim view of sales books. Like diet books, a 1000 are published this year and another 1000 next year and nobody is losing any weight ... or making any more sales. That being said, there are some that help but which one is best for you depends on what level of salesmanship you are at. Some of the best "sales" books aren't sales books at all: I am reading Ken Wilber's "No Boundaries" and I am getting more out of that than any sales book I have ever read. I would avoid any "old school" sales books because customers can smell those manipulative techniques a mile away - people have become more sophisticated since the days of Carnegie and Bettger. One good resource is a book called "Let's Get Real or Let's Not Play." It's top notch material, probably not exactly what you need as it is for the complex sale but may be helpful nonetheless.

I don't believe anyone is born to sell. Become an advertising consultant. This will take some work on your part but I think it is the best way to go.

Ah, I almost forgot, "The Go-Giver" may be the "sales" book that will help you help others. If your motivation is to help and you really believe you can then the fear seems to melt away.

[jthomson71]

Selling like anything else in this world can be learned and anyone can become better with practice. Get over the issue charging people and wanting to "give it away", this is a family business, without income there is no business. If you believe your product brings value then that is the biggest part of selling, just imagine you are sharing that value with others. where to start, warm leads are the key, if the business has been around for a while which it sounds like it has been, go back through some old files and old customers that advertised with the radio station and contact them and see what they are looking to achieve and share how you feel your products can help them achieve their goal and bring value. You are selling to other business owners and while everyone wants something for nothing everyone is always looking for ways to improve their business. Perhaps you can get a testimonial from an existing customer in which they share how advertising on your station improved their business.

Sales is what drives business and if you can't do it I do suggest finding a professional that can help. As someone mentioned earlier can you afford not to have a sales professional? Commissions drive sales reps, many will work on straight commission if the incentive is there, if they sell you win and they win.

[luck27]

i remember when I first started sales............I had bought a ton of books on sales, but now after having worked as a car salesman, a telemarketer, phone salesman in the mall, & selling windshields at a gas station. Not too much of the book stuff was useful other than smiling alot & eye contact & using the persons name.

Stuff I wish I would've learned first was how to use my voice. meaning upward inflection, downward inflection, how to use pauses & speaking louder or as loud as the customer & using energy & excitement in my voice.

acting can help you out alot with sales, cuz each customer is different & you gotta treat em' in a way that their comfortable with. So sometimes I'd act crazier & making a lot of jokes with younger people. I'd act very polite & well mannered with the older folks then usually they start to crack jokes.

allot of unconventional stuff can get you a sale & you kinda gotta learn it hands on in a sales job. I'd recommend telemarketing for starters or car sales cuz thats where you learn negotiations, which is essential once you do make a sale that you maximize your profits

books will be nothing compared to being around real live salesman & watching & learning that's a fact!