The Only Sales Guide You’ll Ever Need!

September 12th, 2016

The Only Sales Guide You’ll Ever Need!
-a book review

It must be book time! And what a perfect time to up the performance of your entire sales organization.

Anthony Iannarino has brought together the ideal sales guide and without question this book qualifies for the Acumen Sales Book Club. It is a must read because it covers the essentials of what top performers already know and do. This book will lift the performance of everyone on your team. What makes this book a must buy for your entire sales team are the two “parts” to his book. In working with our clients, whether we are building a recruiting/interviewing process-we test for mental toughness and creativity, Anthony’s part one hits the mark by focusing on the right Mindset. After ensuring the salesperson understands the emotional portion of sales and success, the author then moves to the Sales Skills in Part Two.

The secret is the content, he’s boiled down everything Anthony learned and tested into one convenient book, packed with useful material for everyone from raw rookies to tested veterans. He focuses on the building blocks that all successful sellers, regardless of industry or organization, share: a mind-set of powerful beliefs and a skill-set of key actions.

He explores nineteen essential traits and skills that nearly all great salespeople have, including…
• Self-discipline: How to keep your commitments to yourself and others.
• Accountability: How to own the outcomes you sell.
• Competitiveness: How to embrace competition rather than let it intimidate you.
• Resourcefulness: How to blend your imagination, experience, and knowledge into unique solutions.
• Storytelling: How to create deeper relationships by presenting a story in which the client is the hero and you’re their guide.
• Diagnosing: How to look below the surface to figure out someone else’s real challenges and needs.

Anthony then blends these emotional aspects of selling with the skills necessary to master to win. He touches on key topics but moves the ball up a level and makes the content current to our time.

Chapter 11 focuses on Closing: The Ability to ask for and obtain commitments.

Prospecting: The Ability to Open Relationships and Create Opportunities follows in chapter 12.

In chapter 14, Diagnosing: The Desire to Understand, you’ll learn how to discover the truth of your client’s challenges and how to ask the questions that differentiate you, while influencing your client to take action. KEN HINT: This is a lost art in most sales teams.

Chapter 15, Negotiating: Anthony shows how to make sure your client receives the benefit of the bargain while ensuring that you capture the value that allows you to deliver.

Chapter 16, Business Acumen: The Ability to Understand Business Principles, explains why business acumen is the new sales acumen. At Acumen we call this Business Guidance selling and knowing business acumen separates the A performers from everyone else.

In chapter 17, Change Management: Building Consensus to Help Others Change, you’ll learn how to manage all of the stakeholder relationships necessary to overcome the status quo. This chapter is a road map to developing and leading change, a must in selling new offerings.

Once you learn Iannarino’s core strategies, picking up the specific tactics for your product and customers will be that much easier. Hit your end year numbers with what you will discover in this book.

Whether you sell to big companies, small companies, or individual consumers, this is the book you’ll turn to again and again for proven wisdom, strategies, and tips that really work.

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 fourth 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.

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