I am very dissapointed and angry about this book. I grabbed the book with me to last of my numerous trips on airplanes, and finished in just in 2 hours. I want to write this review, so you do not make a mistake in buying this.
First of all this book has nothing to do with e-mail selling techniques, as you would want to see from such a misleading cover. In fact, author, who claims to be as a Nr.1 business coach, and just can not stop saying this throughout the book, HATES e-mails.
I am sorry here to say, but as all older people, author starts the book wiht a words like "ehh... when I was here, when I did sales, when back then... when back then.. all was better, grass was more green, and the woman was more kind and sugar was more sweet". It is apparently, that life has changed, and as much author would like it, he was forced to write something about the topic, and he did, if he want to still be in his training business. So, what the book is about?
Author is trying to explain you why selling by e-mail DOES NOT works, and that you need to use the e-mail guess for what?
For setting up the meeting in live. Even more - he is still trying to promote his cold calling training courses, what I understand are totally loosing the popularity, so Mr. Schifmann is doing all to keep it.
So, if you need to know how to use e-mail to set up the meeting with your customer - go on. Buy the book.
But I guess you want use e-mails for selling in web 2.0 era -then this book is NOT for you.
I want in addition give you a ridiculous quote from this book.
" It (e-mail) is not a best tool for initiating relationship, although it can serve for this purpose ocassionally (just author has no idea how to do it - cold calling oh yeah, but this nooo).
When was the last time you actually built up a meaningful business relationship based o e-mail you rceived on somebody you did not know.
Now, author, go out of your old fashion suit, and come to reality.
- 90 % of China & Taiwan factories are getting a new customers by sending e-mails daily to every e-mail they find in internet;
- I know personally a numerous new China businessman, who got customers for next 2 years just by such spam for 1 month work;
- Our one of my friends supplier found a components supplier who sent them "spam" 4 years ago, and till now they placed them orders for more than 10M USD.
Wake up. It's 2008, author