I don’t know who Joe Girard is, although I probably should. According to his website, he is the Deloitte & Touche-certified, Guinness Book of World Records designated “World’s Best Salesman.” I wouldn’t know that if I hadn’t been waiting in line at FedEx while sending off a package.
FedEx sells books in their stores. Yes, they do. Talk about an impulse buy. No one goes to FedEx to shop for books, so the titles had better resonate with those of us standing in line with nothing to do but scan the book rack. And the title that set me to vibrating was Joe’s book How to Sell Anything to Anybody.
Not vibrating in a good way, but shaking with irritation and frustration. The title is simply offensive to me. It demeans sales as a profession and makes us all look like sleazy tricksters who mesmerize unsuspecting people into spending their money on something they don’t want or need. In my case, Joe’s book. This is like Tolstoy deciding to call War and Peace ‘Bloody Love’ to sell more copies. Actually, he kind of did that. The first version of War and Peace was titled 1805. By comparison. War and Peace sounds downright Ludlum-ian (or Clancy-esque or Gresham-rific, take your pick).