Lexington, KY - Bob Burg and John David Mann, in their new book "Go-Givers Sell More," tell us that most people look at sales backwards. They think of sales as a set of techniques, designed to put your product into the customer's hand and the customer's money into yours. To master the art of selling, you need to learn, among other sales jargon, prospecting, qualifying questions and, of course, how to close the sale.
It's an idea that often doesn't work, the authors suggest. Sales, they argue, is not convincing people to do something they don't want to do, nor is it an effort to get something from others.
Sales is just the opposite; it is about - get ready for this - giving.
The word "sales" itself suggests this. It is derived from the Old English word "sellan" which means, "to give." Selling, according to the authors, is about giving: "giving time, attention, counsel, education, empathy and value."
With this definition, the way the authors suggest sales should be done is backward to what most of us think. For example, sales is usually thought of as a talking business. The authors suggest it should be a listening one. Sales should not focus on the "close," but on the "open." Instead of focusing on the presentation, sales training should help sales people learn to ask great questions and keep the conversation focused on others.
The real difference between traditional sales and what the authors describe is control. Sales usually include multiple techniques to make certain the salesperson stays in control - which is one of the main reasons people dislike it.
Instead, truly great salespeople have shifted their focus from getting to giving. That is not only a positive way to conduct business and live life, but also very profitable, the authors tell us.
Even more, great salespeople "create a vast and spreading sphere of goodwill wherever they go. They enrich, enhance, and add value to people's lives. They make people happier."
If you're having a hard time being sold on this argument, be patient. The authors are intent on explaining their ideas with day-to-day practicalities. "Go-Givers Sell More" was written in response to the need for real-life application following the authors' best-selling parable book, "The Go-Giver." This follow-up book takes the lessons from the parable and puts them into the context of today's difficult challenges in the business world.
Theirs is an intriguing strategy and one suited for the times. Cultivating trusting relationships is a cornerstone to developing business of any type. From those in pursuit of employment, to salespeople making million-dollar sales, this book provides critical ideas about how to be truly successful.
The field of sales is about dealing with other human beings, say the authors. It is really about studying humanity and understanding how people work. "Go-Givers Sell More" makes real the adage that "everyone is a salesperson." Anyone can apply the principles of this book to their life. The goal is not only to be a successful salesperson but also to create a great life.
The book outlines Five Laws of Stratospheric Success. While the hyperbolic title may seem like a sales pitch, the principles are sound. They form the basis for the book, with supporting chapters developed to examine and provide examples for each one.
The Five Laws are: