Summary of How You Make the Sale

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How You Make the Sale book summary
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Rating

7 Overall

9 Applicability

5 Innovation

7 Style

Recommendation

In clear, succinct, readable fashion, author Frank McNair summarizes time-honored sales counsel. His book is well-organized and straightforward. After each chapter, he provides a brief self-test that will help you remember his most important points. This book does not waste your time with hokey yarns; instead, it is refreshingly businesslike and easily portable. getAbstract recommends this handbook to neophytes who are starting their sales-advice libraries and to experienced salespeople who want a refresher course.

In this summary, you will learn

  • How to determine your customers’ needs;
  • What eight steps to follow to make a sale;
  • Why you should always emphasize benefits, not features;
  • When to talk about price; and
  • How to take "no" for an answer.
 

About the Author

Frank McNair has extensive experience with national corporations in sales training, sales, promotion, communication, branding and management. He is a partner in a sales training company.

 

Summary

Customer, not Enemy
Many people think of sales as a high-pressure contest between a driven and pushy salesperson and a victimized customer. But sales is not a "zero sum" game that only one person can win. The customer is not your antagonist, and the object of sales is not to prevail. Sales...

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