April 25, 2010

Selling Against the Goal

Selling Against the GoalThis book cannot be praised enough. There are thousands of books and systems for sales. Almost all of them ignore or minimize the realities of how hard it is today to get into accounts to even begin `selling.’ Most sales books have little useful information on prospecting or lead generation. No matter how good you are if you can’t get in the door you can’t be a solution, strategic, customer-focused, closed sub (Sandler), or ad nauseam `flavor of the day’ seller. This book, coupled with “Selling to Big Companies” has replaced 90% of my selling library and is an indispensable read.

“Job Title: Sales Rep. Job Responsibilities: Generate Leads. Close Sales. How to Get the Job Done: It’s up to you, my friend.” This is how the book starts and isn’t it TRUE. No-one tells us how and the real help we get as out-in-the-field salespeople is minimal. Few companies are good at generating leads! Most books written on the topic are for management (Lead Generation for the Complex Sale, for example, is a great book, but not for the grunt on-the-ground like me). Other books just rehash cold calling techniques that simply don’t work in this overworked, too busy, voice mail and email business environment.

Most importantly this book is a practical workbook: not simply a theoretical system of selling that does you no good in the day to day selling world where we all live. This book tells you how to make a territory plan and then develop leads and prospects within your territory. The book works from your goals, even targets the amount of prospects based on your averages and financial plans. The book have very explicit instructions that show you how to work an area, develop business, and close sales. This book goes far beyond the worn out and doesn’t work advice of `just cold call more.’ This book may have saved my career. It will definitely improve anyone’s sales efforts if they apply it.


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