The Bonus Round Book Review – Part Two

📅  15th January 2021 | 2020/21 Sales Book Reviews

Here’s the link to Part One

It’s not surprising that Mark Hunter (author of A Mind For Sales) gave a glowing testimonial to Patrick Tinney for The Bonus Round  He wrote “This is not a sales book, this  is a sales manifesto” – he was probably correct in thinking that. There’s way more useful stuff in here than the average sales book – this publication isn’t so much how to sell but where to sell yourself – and it’s sometimes internally! This is a really handy publication for those of you who sell in and for big corporations or enterprise sales.

What’s New

As we’ve now entered 2021, perhaps we should focus on positive outcomes for ourselves and our customers. Patrick Tinney shows us the way in Chapter 22 of The Bonus Round. Having a green and fertile corporate sales mindset, is all about being open to new ideas, or as Patrick puts it, being inventive. For me, it’s about being ahead of the curve and making sure your customers know about it!

Do you know what a causality question is? Patrick highlights a couple of examples along with the usual customer engagement questions which I think can be used in small ticket B2B sales.

Patrick reminds us all that in todays world there are too many sellers and not enough buyers – one of the reasons why things are so tough out there. So, really get to understand negotiations (from both parties point of view). Be a cross-seller and when you’re making presentations really own the room. And you do that by owning the content of your talks.

What’s Old

Chapter 3 is entitled The Professional You. Just how smart do you look when you visit clients, or to that matter when you are in a Zoom call? Or do you look like a superannuated sales rep from the 1990’s? How would you boss or your peers rate you for manners, etiquette, body language and that old chestnut – punctuality? Success in sales and business is about getting lots of little things right. Think about it. Ask colleagues and friends for some feedback if you’re unsure about your general appearance – and remember this, none of us is smarter than all of us!

Chapters 16 and 19 point out the benefits of doing research on your client and your clients future business objectives. Patrick Tinney shows that research has to be relevant, up-to-date and robust.

What’s Better

Many readers will be aware that I have a bit of an issue with the term USP. So does the author. He feels as I do, that sales (at any level) is about UCN or Unique Customer Needs and showing your customer how you can fulfil those needs.

It’s not often that sales book authors include a section of how others have helped them. This is normally reserved for the ‘acknowledgements’ page which tends to be before you start reading the introduction. In The Bonus Round, the acknowledgements are at the back however there are a couple of pages on how you should choose a mentor and the pitfalls you should avoid.

Chapter 38 covers the new phenomena of non face-to-face sales. i.e. Zoom which I’m sure you’ll agree will proliferate throughout the 2020’s

There’s a wonderful tip in Chapter 42. It’s title reveals all. “Never Appear More Prosperous Than Your Customers”.  Be humble.

What’s Worse

Being assumptive about your buyer’s power and influence. The author writes from a position of strength having been a buyer at one point in his career. Buyers are not always the financial geniuses you sometimes think they are. They are just like you with their own character peculiarities and foibles. Get to know them.

And finally, be hungry for success.  Patrick Tinney reveals his difficult early years which made him desire success more than the average guy.

 

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I like Patrick. He writes passionately in The Bonus Round about his career and takes the time and trouble to mention those who have helped him along the way.

 

 

 

 

Tags: Finding Customers, sales training

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