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.
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.