Sales coach Bruce Lawson believes traditional selling pits salespeople against their customers. In such “old-style” zero-sum contests, buyers are marks and salespeople manipulate them. That’s why, even when they close deals, salespeople suffer psychological costs. Making great use of neuro-linguistic programming strategies and unfortunate use of a truckload of capitalized acronyms, Lawson offers the “GROWTHS UP” selling approach. It includes maintaining a positive mental attitude, always wearing a “SMILE,” engaging in a “NICE CHAT” and treating customers as friends, not enemies. Unfortunately, poor production value undermines Lawson’s worthy ideas and his many small but helpful tips – too many acronyms, too much promotion, weak proofreading, and frequent repetition of data, examples, points and graphics. getAbstract finds that this manual’s main value resides in its introduction of viable alternative sales tactics.
In this summary, you will learn
- What flaws are inherent in the traditional selling approach,
- How the GROWTHS UP sales model counteracts these flaws, and
- How its primary components work.
About the Author
Bruce Lawson, a practitioner of neuro-linguistic programming and a registered hypnotherapist, is experienced in training, coaching, sales and development.