Simply stated, SELL THE FEELING by Larry Pinci and Phil Glosserman, is the best sales book I have read in twenty years. Selling is not that complicated and I believe often times, people overcomplicate things. This book presents selling the feeling in six easy steps.
So what is “selling the feeling”? It is determining what it is that is driving a potential customer to buy and what they want to feel out of making the purchase, then matching your product or service to the buyer’s mindset. It really is a simple as it sounds. It is changing your selling mindset from one of “I’m here to sell you something” to one of “I’m here to determine what you want and how you want it, then to provide it for you.”
Go to most any sales training or seminar and you are taught what to say and how to say it. The first thing a person should learn about selling is not what to say, but rather what to ask. The six simple steps are prepare, create rapport, ask questions, link, close and finally, reassure.
One of things I liked most about this book is, it is presented in the form of a story. The story revolves around a sales veteran with many years of perfecting the process and his encounter with a financial services salesman who is not having much luck. For me, this is such a better presentation than your standard textbook style sales training book.
Others have also remarked about the irritation of having a book that offers the reader further training options. I have no problem at all with that. Let’s face it, the authors are, after all, in the sales training business. Why wouldn’t they want to promote their business within the pages of their book? And if the reader isn’t interested, then don’t call them!
The book does come with an added bonus. You can go to the website and download 3 different pdf files. The first is a set of 7 basic closes that most sales people are probably already familiar with. Then there is a quick reference guide to the six step program presented here. Finally we have a 13 page document on the TSS system (time, space, specific). I haven’t studied this closely yet, but it looks interesting.
Sales books are no different from any other type of book. You can read it and will either like it or not like it, but until you apply what you’ve learned, you never know if it will work. For example, millions of people have read Napoleon Hill’s classic book, Think and Grow Rich. Everyone will agree it is an awesome book, yet only a fraction of those who have read it have achieved their dreams. Why? They read it, but they don’t live it. I believe this book will have a strong impact on anyone in the sales business.
Monty Rainey is a District Manager in the self storage industry since 1996 currently overseeing 21 stores in the Austin & San Antonio, TX area. He is also a leadership coach and public speaker. For a free consultation, please contact Monty at 830-743-2139 or visit his website at http://www.montyrainey.com .
- 7 Reasons Sales Training Fails (hubspot.com)