Secrets Of Successful Sales Book Review by Alison Edgar

📅  26th November 2020 | 2020/21 Sales Book ReviewsSelling

Described in one of the books as the “Queen of Sales”, Alison Edgar is clearly an impressive sales leader. She’s also very tenacious. I loved the way she describes how she battled her from total novice to a successful and competitive golfer. No easy task I can assure you. Guts and determination is her stock-in-trade and it’s served her very well over the years.

Her book is centred around what she describes as the ‘Four Pillars’ of sales. Read on…

What’s New

Surprisingly little.  And this is, for me, the biggest disappointment. Had this book been published in 1997 or at any time up until the 2008 crash then it may have had a bit more credence. Instead what we have is a rehash of some old themes. For example, Alison outlines in ‘My Secrets’  several sales truisms. Some around mindset and attitude, others cite the sales facts of life. All perfectly ok but this stuff one discovered in the last century.

Although I’ve heard of ‘high yellows’ and ‘blues’ before now, it was interesting to read how Alison applies different tactics for different folks. Back in the day, we had ‘the low reactor’ and ‘Mrs Difficult’ who would throw up objections for the fun of it. Alison uses the methodology called Ensize. It seems to work for her but I’m unclear of the science behind it. She also mentions in passing D.I.S.C. and the teachings of Carl Jung. She could have thrown in the sixteen Myers-Briggs personality types. Sure buyers (and sellers) do have certain typical personality characteristics. But those can turn 180 degrees if the situation demands it. Context in purchasing and sales mustn’t be underestimated.

What’s Old

In Alison’s ‘Pillar Two’ she outlines sales prospect qualification. Highlighted is M.A.N. (Money, Authority, Need) which is still a powerful guide for sellers. But the world of business has moved on in the last two decades. In many B2B scenarios, there’s B.A.N.T ( Budget, Authority, Need, Timeline) or CHAMP and MEDDIC and I guess there will be another development post-pandemic.

Alison makes a great point about the use of comprehensive checklists. She writes that there are three categories. One of which is ‘background’, or what do you know about the customer. She lists four things. I would have liked to have seen a few more, including potential unforeseen opportunities and current procurement methods. Alison correctly mentions the well-known American radio station – WIIFM (What’s In It For Them)

Selling benefits, as we all know, is the only way to get profitable orders and Alison does a pretty good job of explaining the process and that of overcoming the main types of customer objection.

What’s Better

Two of the ‘Four Pillars’ are dedicated to ‘Strategy’ and ‘Confidence’.  They could have been entitled ‘How To Do It’ and ‘Nurturing Self-Belief’.  Both sections are way too self-referential for my liking – but I did enjoy reading Alison’s journey. Particularly her Kuwait experience which resulted from some focused activity on Linked-In.

Her passage on strategy covers numerous activities and she’s generous with her tips. I don’t agree with her when it comes to brand logos. By all means create a brand but expensive looking logos are, in my opinion, for the corporate world. What matters at the sole trader or small SME level is one’s reputation. Or as one public speaker put it ‘what they say about you after you’ve left the room’.

What’s Worse

A fair bit I’m afraid.

There’s no mention or recognition that sales and selling has changed quite radically since the Internet became a thing. As a result, many products and services have become commoditised and buyers don’t need to hear as much about features and benefits from a salesperson.

SOSS covers some of the basics of retail and small to medium sales activity. But sellers nowadays need to more, much more. As I’ve mentioned in the past, buyers are too savvy nowadays to put up with manipulative sales techniques (including the ‘alternative’ close as highlighted). Sellers needs to get into the heads of their prospects. To really understand what makes them tick. To do this, salespeople need to learn some psychology and behavioural science. They also need to adopt a trusted advisor role with their clients.

In SOSS, we have a book with a little too much ‘navel-gazing’. If you suffer from low self-esteem, impostor syndrome or general self-doubt ( as we all do from time to time) go and see a counsellor or speak to a trusted friend or advisor.

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Pre-pandemic, this book may have been a good read for the newbie sales person. In late 2020 and possibly for the remainder of the decade ahead, salespeople will have to adapt to new ways of working. AI and other technologies will gradually replace the bog-standard salesperson who doesn’t or is unwilling to learn about ‘people behaviour’ or thinks only of their commission.

 

 

 

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