Book Report 10: To Sell is human
This book was recommened to me by a new friend I recently made. He is an older physician who has decided to leave the field of medicine, to go into a new field.
Many of the premises and tactics this book descussed and described have been taught to me previously via other books, as well as during my time at UCLA obtaining my MBA. However, the book does present some of them in various different ways that proved to be useful.
Thebook mentioned how everyone, regardless of his/her profession, is a salesperson. What the authur calls "non-selling selling." That in all aspects of our life, we are selling ourselves, selling an idea, etc. It's similar to Chris Voss (from "Never Split the Difference") where Chris mentions that everything is a negotiation. I wholeheartedly agree to both. As humans, we are always trying to move others, be it asking a child to study, negotiating with a client for a signed contract, trying to pursuade your boss for a raise, trying to get a free upgrade at the airport... it's all selling something, and negitiating something.
With the child, you try to sell him/her on why s/he should study, and what s/he may gain from the studying. Selling doesn't have to be a monetary gain (like with the client, boss, or upgrade), it can be anything you do to move someone.
The book mentioned alway trying to UPSERVE, versus trying to upsell. Upselling rarely works, and when it does, it leaves a bad taste in the consumer's mouth (trying to sell them an extended warranty they probably don't need, extra accessories etc). However, Upserving, that is providing more than is expected of you. Such as after sales service, following up with a client to see how his/her purchase went, if there are any issues, etc. Asking the child how s/he did on the test, and seeing if they need help with a tutor. Upserving will create a stronger bond, and will also create repeat continued sales and interactions.
The book also mentions about the importance of listening, and asking questions. We have 2 ears and 1 mouth, so we should listen 2x as much as we talk, but unfortunately that is rarely ever the case. The book explains that if we listen to consumers, we can learn about problems we may never knew they had, and try to offer (sell) solutions to them. The car salesman may realize that by listening, the family has a son who may be 16 in 2 years, and even though they're buying a car for themselves now, the salesman can make a note to ensure he follows up with them once the child turns 16 and needs a car. This will show the family not only did the salesman listen, but he cared enough to remember and to follow up. This is the key to upserving, as well as ensuring repeat business and closing deals.
The book also talks about asking yourself questions. While it has been known that pumping yourself up before a meeting (I can do this, i am good at this, etc) can help, the book mentions research that asking yourself "Can I do This?" and then following up by writing down reasons of WHY you CAN do it, and as well as issues you may have as to why you canNOT and then writing solutions to those, can have a much larger impact.
The book isn't a life changing book for me, as I have read similar books, but nonetheless it's an easy read, and I do recommend it for anyone new to this concept.