Top critical review
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Helpful for People New to Sales and Sales Management
on 16 September 2001
$ales Dogs has two potential applications: (1) As an introduction to the ways that people sell and (2) as a humor book for those who have been involved in selling as a career.
Since this book came in as an adjunct to the Rich Dad, Poor Dad series, it also has to be evaluated in terms of how well it fits. That is where the book falls down. Although Mr. Kiyosaki is correct in describing that his rich Dad said to him, "If you want to enter the world of business, you must first learn how to sell," this book doesn't pick up enough on that perspective. It is a cross between a book for someone already in sales, and someone new to sales management. Although there is a little material in here about how people new to sales can learn, that isn't really the focus.
The strength of the Rich Dad, Poor Dad series is that each book is extremely simple and focused. $ales Dogs tries to be too much like a standard book on sales.
The book's basic point is that sales people start out tending to emphasize one of five selling styles: "sheer power and fearlessness" -- the pit bull; "customer service is everything" -- the golden retriever; "incredibly well connected . . . Ultimate Marketing Dog" -- the poodle; "technical wizards" -- the chihuahua; and the "trustworthy . . . strength of personality and personal rapport" of the basset hound.
Readers are then encouraged to learn lessons from the best traits of the other styles. If you put them all together, you can be a "SuperMutt." Within all of these styles are people who prefer to shoot for the big sale, and they are Big Dogs -- meaning they want a big deal or no deal.
The book does a nice job of explaining some of the mindsets and key skills that help in sales and sales management. However, each is explained so briefly that the information will only be helpful to those who have not been exposed to these ideas before. Mastering the art of delivering powerful presentations is something that you can never learn enough about, and this is often the topic of entire books and courses. So I graded the book as a three because it was too much of a compromise between too many different types of books. As a result, it gives too little to any particularly type of reader.
I should mention that the illustrations are terrifically funny for those who want to use this as a humor book who have been involved in sales for some time. I can see these being taped all over the sales offices across America.
After you finish reading this book, think about what one thing would make you more effective in making sales. If you're not sure, go ask the last people who did and did not buy from you what they would suggest.
Build on your instinct to help . . . to get the stamina you need to persevere in your sales challenges!