The New Science of Selling and Persuasion: How Smart Companies and Great Salespeople Sell
Sales has changed dramatically in the last few decades, yet many organizations and many salespeople continue to employ simplistic practices that no longer work. The New Science of Selling and Persuasion brings sales into the twenty-first century with carefully researched tactics and strategies that work in the real world of modern sales.Backed by facts and figures, author William T. Brooks offers hard science that dispels such time-honored myths of selling as:Myth #1: Closing is the key to selling.Truth: Research clearly shows that how you open a sale is more important to customers than how you close it.Myth #4: Persistence is the key to sales success.Truth: Badgering bad prospects doesn’t work; concentrating on the right prospects from the beginning does.Myth #7: Experienced salespeople don’t need to prospect.Truth: Prospecting is an art and a science that inevitably leads to more sales.Myth #12: Cold calling works.Truth: Cold calling is the least effective way to find new prospects.Rather than repeat selling’s time-worn myths, Brooks highlights the underlying principles, consistent patterns, statistical realities, and proven standards that yield predictable sales improvement. There’s no way to guarantee that a customer will buy anything, but the cutting-edge strategies you’ll find here are proven to lead to better prospects and more repeat business.More than just a guide for salespeople, this one-of-a-kind book helps business leaders diagnose and correct organizational problems that inhibit sales growth. Based on his long experience as a salesperson and sales consultant, Brooks offers cures for organizational ills in sales management, culture, and hiring, among other areas. Looking at both organizations and the individuals who comprise them, he gives both sales managers and salespeople the tools they need to take a critical look at their own sales strategies and at their organization’s structure.The old tricks and tactics of the last century no longer work with today’s savvy, cynical customer. Combining step-by-step strategies with organizational guidelines, personal sales tips, and even career guidance for sales pros, The New Science of Selling and Persuasion presents a practical, relevant, and revolutionary approach to sales that works wonders for organizations and individuals alike.