Summary of Hot Prospects

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Recommendation

If you want to learn how to cook, watch old reruns of Julia Child on TV. If you want to learn how to handle a racecar, enroll in NASCAR champion Dale Jarrett’s driving school. And if you want to learn almost everything about sales prospecting, read Bill Good’s durable book on the topic. It’s a classic. Good is a noted authority on selling – on sales prospecting, in particular – and colleges, trade schools and sales seminars teach his techniques. If you search for his name and the word “sales” on the Internet, you will get more than 40,000 hits. A master sales trainer, Good fully details his sales lead and prospecting program in this popular book, now updated with information on how to use e-mail, the Internet and other technology to enhance your prospecting efforts. If you sell or manage salespeople, getAbstract recommends reading this book – it’s a Good thing.

About the Author

Career salesman Bill Good is founder and chairman of Bill Good Marketing.

 

Summary

The “Old Way” of Selling Versus the “Good Way”

Salespeople can chose between two prevailing sales tactics: the old way and the good way. You want the good way. Sadists designed the old way to torture masochists, basing it on the following misguided (nutty) principles: Potential buyers either don’t know their own minds or they lie, deceiving themselves or you. They really want to buy what you have to sell, but won’t admit it to themselves or to you, so you must work extra hard to overcome their objections and must never take “no” for an answer. Since every “no” that you fight your way through gets you closer to a “yes,” it is not a problem when a prospect tells you “no” three times. Or 10 times. Or 30 times. Always be prepared to work your way through a long series of negative answers until eventually the prospect gets tired of saying “no” and can only say: “yes.”

This sales approach isn’t much fun. It’s pure hell. Yet, thousands of sales books in and out of print attest that this is how sales trainers have taught salespersons to sell since the horse-and-buggy days. Now, retire the old way and choose the good way. Your product isn’t a box of cereal that prospects pick...


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