Selling is an Away Game ISBN: 978 1599329000 Advantage Marketing Group, copyright and written by Lance Tyson.
The author’s thought is not to ‘build a better mousetrap’ but rather a mission where “You will learn the common denominator of successful sales people, how the six-step sales process resembles a visit to the doctor’s office, and the keys to good negotiation and sales team leadership.” The material is set forth in 9 chapters – Attitude Adjustment; Leveling the playing field; Fake News – Prospecting is Dead; Connect: Finding the Common Ground; Evaluate: Asking the Right Questions; Diagnose: Making Your Idea Their Idea; Prescribe: The right Solution for the Right Problem; Dialogue: Objections Lead to Opportunities; Prepare for Landing. A Conclusion follows along with Acknowledgments, About The Author, and About Tyson Group.
Discussion: The main thrust of the author’s presentation is to demonstrate that, in spite of the advent and continuing growth in electronics, there actually has been an increase in the number of marketers. He is offering a ‘tried and true’ method by which these persons can reach and retain a successful level of accomplishment. Certain fundamentals are required for the individual’s success such as grit, endurance and perseverance. With these in place he explains in each chapter the building steps that then lead to this desired end – the importance of attitude, seeing the buyer’s point of view, the need to ask the right questions, proper dialogue, ability to equate with the prospective buyer, importance of preparation, and more. All individual items that must blend properly for success. One of the more interesting facts, amusingly from this reviewer’s viewpoint, is that you have 7 seconds to make your first point. It has been determined that the average attention span for people in the country now has dropped to 8.1 seconds, somewhere around that of a goldfish, I believe. Thus, it would seem that the amount exhibited buyers is even less if they are randomly approached.
Conclusion: A must read for anyone in marketing and an interestingly instructive one for any individual who simply communicates with others.
5* Must for marketers; interestingly instructive for all.