I once bought four books about sales … in one week. They were all quite new at the time, and very different. If I have a glance around my bookshelves, I have about a hundred books devoted to sales, salespeople and sales management. The reason I am thinking about them now is that I am writing my second book. It is, like my first book (Sales Automation Done Right, SalesWays Press, 2005), devoted to sales methodology, although the first one mixed in a bit of technology. When writing, it’s good to see what has already been said before you embark on a project that you feel has something new to say about a subject.
When I review books on the sales process, it strikes me that the human interplay between customer and salesperson must be complex; if that wasn’t the case, how could so much be written about it? The first thing that comes to mind is that almost all of these books targeting salespeople are tactical. I use the word tactical to describe the actions of the salesperson as they are in front of the customer, whether it is what questions to ask, what to listen for, what information to retrieve, and the like. The emphasis is on the interaction with the customer as it happens in these few minutes or hours, on this day in time.