Summary of Stop Acting Like a Seller and Start Thinking Like a Buyer

Improve Sales Effectiveness by Helping Customers Buy

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Stop Acting Like a Seller and Start Thinking Like a Buyer book summary
Shift your focus and emphasis so you think like a buyer and you will sell the way customers want, and increase your sales.


7 Overall

8 Applicability

7 Innovation

7 Style


Many authors have written sales books from the seller’s point of view. Relatively few take the buyer’s perspective. Salesman turned consultant Jerry Acuff (writing here with Wally Wood) provides a refreshing look at sales through the eyes of the buyer. Most salespeople never achieve their goals because they forget to sell in a way that makes people want to buy. Trying to buy from a salesperson with this attitude is almost always a negative experience. Working with the right intent, a demonstrated sales process, proper preparation and a zeal for relationship building, salespeople of all kinds can achieve their goals. Acuff’s perspective dusts off some insights you know intuitively and points to many others you may not know. getAbstract recommends this book to salespeople, sales managers, procurement officers, and anyone who wants to sell more goods, services, products or ideas.

In this summary, you will learn

  • Why most salespeople never achieve “sales greatness”;
  • How to use the formula for sales greatness; and
  • How to have “meaningful dialogue” with prospects.


“People Hate to Be Sold But They Love to Buy”
When people buy something they never say, “Look what I was sold!” They say, “Look at what I just bought!” Why? Because no one likes being sold to, but everyone loves to buy. Yet salespeople stick closely to their roles and rarely, if ever, ...
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About the Authors

Jerry Acuff is the principal and founder of a sales consultancy. He has been featured in Sales and Marketing Management Magazine and Investors Business Daily. Wally Wood is a professional writer and has previously edited two business magazines.

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