Selling to the Point
–a book review-
This book should be scheduled for your next Acumen Sales Book Club.
Selling to the Point by Jeffrey Lipsius is a unique sales training book and I have read many. What makes this book valuable is the author uses a story to drive home his key learning points. The story revolves around the quest to cut the costs of selling by dropping the in-house sales trainer, the CFO uncovers what is separating their company from the competition is the unique sales philosophy of the Rick, the sales trainer. When he understands how the salespeople are trained and sees firsthand the changed relationships they have with their clients he begins to believe-so much that he uses the sales training idea’s to improve his own “social dating opportunity”!.
What’s the magic learning points of this book? Rick, the sales trainer breaks his ideas into 10 Law’s, here are just a few:
- Salespeople will be successful when they understand that the point of selling isn’t selling. The point of selling is buying.
- A salesperson’s job is to help his or her customer make a better buying decision. Salespeople are decision coaches.
- The less a salesperson’s persuasion was involved in a buying decisions, the more internalized that customers buying decision will be.
- It’s better for salespeople to be learners than to be teachers.
What I really thought was special in this book was a not only did Mr. Lipsius discuss these selling concepts, but by using the story line and introducing various salespeople, sales situations and prospective customers throughout the book; he shows the reader how each of the 10 laws can be used to improve the selling relationship. He even helped the CFO understand selling by helping to fix the CFO’s daughters softball team’s top pitcher! This not only made the book highly entertaining but the learning points were clearly described from the salesperson’s view point. I felt that a senior salesperson and especially a younger sales team will sit back and reassess their sales approach after reading this book.
HINT: In your sales training program, discuss the chapter, how the “Law” worked in the story and then discuss how the law can be applied to at least two prospects in each salesperson’s funnel. (For those that have read my past blogs or if you have not, I recommend to my clients that at least twice a year that your entire sales team reads the same sales book and discuss one chapter a week. (Acumen book club)
For more insights on this very special book:
Ken Thoreson “operationalizes” sales management systems and processes that pull revenue out of the doldrums into the fresh zone. During the past 19 years, our consulting, advisory, and platform services have illuminated, motivated, and rejuvenated the sales efforts for organizations throughout the world.
He was recently ranked for the third year in a row by Top Sales World magazine as one of the Top 50 Sales & Marketing Influencers for 2015. His blog has been rated in the sales blogs in the world!
Ken has written 5 books, his latest book is: SLAMMED! for First Time Sales Managers, Ken provides Keynotes, consulting services and products designed to improve business performance. Need more sales management resources? Check out his Sales Management Tool Kit or the Acumen Project and his new Ignite Your Sales Team online video training program for sales leaders.