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The Art of Influencing and Selling (Guru in a Bottle) Paperback – 3 Jan 2013

4.6 out of 5 stars 7 customer reviews

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Product details

  • Paperback: 304 pages
  • Publisher: Kogan Page; 1 edition (3 Jan. 2013)
  • Language: English
  • ISBN-10: 0749464488
  • ISBN-13: 978-0749464486
  • Product Dimensions: 15.2 x 1.6 x 22.9 cm
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (7 customer reviews)
  • Amazon Bestsellers Rank: 1,695,764 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description


"This excellent book dispels commonly held myths about how to sell and provides a blue print for driving incremental sales. Written in a highly engaging way, it is one of the best books on sales available and is a valuable addition to the highly successful Guru in a Bottle Series." (Sir Paul Judge, President, Chartered Institute of Marketing)

"This book makes a major contribution to the Chartered Institute of Marketing's Sales Leadership Alliance (SLA) initiative. It's totally unlike traditional books on selling, being an excellent manifestation of the fusion of the best of marketing with the best of selling. I wish it had been around when I was Marketing & Sales Director of a major company." (Malcolm McDonald, Emeritus Professor, Cranfield School of Management)

"In a book about the art of selling it's refreshing to see so much emphasis on listening to the customer, and collaborating to co-create products and services that they really want. Highly accessible and insightful, the book also encourages sales professionals to challenge assumptions about what motivates their customers and offers practical guidance on the approaches they are more likely to respond to." (Alex Evans, Editorial Director, National Sales Awards)

"A comprehensive guide to selling, with lots of practical insight and tools to help you sell more and better." (Professor Merlin Stone, Head of Research, The Customer Framework)

"Ardi Kolah nails some of the central issues for all sales and marketing people: the power and central role of emotion in buying decisions, the importance of listening, and the need to focus, relentlessly, on your customer. It's a relief to read that I've been doing a few things properly over the years - I still wish I'd had this book from the beginning." (Andy Maslen, author of Write to Sell)

"The key question that companies need to answer in the development of their sales strategy is: 'what do customers want?' - rather than - 'what do we want?' This book delivers the insights and processes to address this question." (Raoul Pinnell, Chairman, Bromley Healthcare)

"Right from the very beginning, this book grips the reader - whether as a businessman or student. The content opens our minds to the realities of selling and reveals the art of how to engage and influence customers in a physical and emotional way. An excellent and brilliantly written book that will help me in developing Café Spice Namaste and Mr Todiwala's Kitchen brands. " (Cyrus Todiwala OBE DL, acclaimed chef and TV personality)

"This is a truly multi-dimensional approach to selling that provides the theory, tools and techniques to enable everyone to become much more adapt at selling. (...) Ardi Kolah has managed to distil a lifetime's sales experience into one, very readable, volume - a must for anyone involved in selling." (David Doughty, entrepreneur and business mentor)

"Packed full of insights and wisdom, this is a no-nonsense volume that I wish I had had in my pocket more than once in my life! Read, remember, understand and apply, and then read again from time to time. You won't have wasted a moment, enjoy the book, and the results!" (Professor Peter Cochrane OBE, former CTO, BT (UK))

"A combination of clear advice, up-to-date practical insights and references that distils the steps necessary to repeatedly make valued sales. Required reading for all those who want to make a positive difference to the bottom line." (Steve Dobson, CEO, The Marketing Medic (UK))

"The Art of Influencing and Selling is like a mentor - it questions, challenges and makes you think. It's a great book and a must-read for everyone who has customer contact - not just those in a direct sales role." (David Hammond, partner, Bringing Burgundy to You (France))

"This stimulating new book gives a fresh, updated view of the age-old business of selling. We all live in a rapidly changing world and this is particularly true for sales and marketing. The book addresses the shift in the balance of power from the seller to the buyer head on and presents a new blueprint for sales professionals to adjust to this changing environment with lots of practical tips and techniques." (Peter Phillips, partner, Synched Solutions)

"Sales skills are certainly useful in almost every walk of life. In the current economic climate, the people who are doing well are the ones who are at the top of their game on the sales front. The Guru range of books is all about going back to basics and perfecting the important basic skills as well as refining tried and tested techniques so that you can stay one step ahead of the crowd. There are lots of fresh insights and practical, usable tools which will help you to sell more and better. Some very useful advice here." (Rebecca Harding, The Sun)

Book Description

Employs the unique Guru in a Bottle learning and evaluation framework so that individual readers have a clear set of goals to achieve, and can master a practical set of skills to develop their business career

Provides a blueprint of how to create new business opportunities both from existing customers/clients and new customers/clients using a variety of proven influencing and sales techniques

Designed for anyone looking to evaluate and improve their powers of persuasion in a business environment

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Customer Reviews

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Top Customer Reviews

Format: Kindle Edition Verified Purchase
Brief Review:

This is an OK-ish introduction to sales and marketing. Although I think the title is misleading.

If you have little or no knowledge of sales and marketing then it might be valuable. If you have any experience in these areas then you won't gain a great deal.

Longer Review:

I bought this book because I'm interested (obsessed more like) with all things 'influence and persuasion. I'm a big fan of Cialdini's 'The Science of Influence' stuff for example. Hence, when I stumbled across this book, I thought it might be on topic. Which it isn't. Or rather, it very briefly talks about influencing early on in the book and then now and again throughout. But not in any depth.

As I always do, I researched what I could about the book, checked the 'Look Inside Feature' on Amazon and tried to find the author online. I was persuaded, ironically, by the Contents page more than anything else i.e. the topics looked interesting and relevant.

My problem with the book

The content is weak. It's repetitive and, I feel, is a rag-bag of different subjects all muddled together. None of which is dealt with in any substantial or useful way. Whilst I recognise it's an overview book I just didn't get much from these sections.

The other annoyance I have is that it's full of references to other books and authors. This is, of course, nothing unusual. However, with this book, it reads as though the author is simply summarising the work of others and adding little additional or unique material.

Finally, I simply ended up scanning quickly through this book, desperately trying to find a page or two of value. But, alas, no.
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Format: Paperback
I'm a big fan of the Guru in a Bottle series as I find the books easy to read. Unlike some self-help books that are dry, dusty and filled with corny pretend situations, The Art of Influencing and Selling gives advice without making me feel stupid. The style works for me. The hints, the tips and even the humour get the message across. It explains in detail the 'why' as well as giving tips of 'what to do'.
Selling is personal - but success isn't a random act. A good framework is essential. Not only do you build a framework - appropriate for different selling situations, you also are provided with suggestions for measuring your success - places to find leads (like a page with the sizes of social media networks), ways to add on to sales and intro techniques.
It's relevant to anyone selling (which is everyone) - but also up-to-date, with tips for running adwords on google, telesales and email campaigns. It fits nicely with the Essential Law book too - highlighting the legal constraints that sales might otherwise ignore.
Great Guru Book.
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Format: Paperback
In a world of lightweight or overly complex books about selling and the best routes to influence, this hits the spot sweetly by keeping it inherently simple yet managing to tackle many of the challenges that have daunted or challenged executives for years. It's billed as a book about the art of selling and influnce, although in places the advice borders on the simple scentific, which is what makes it a compelling read and a practical alternative to much of the chuff out there. Best of luck with it!
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Format: Paperback
This is a great book. I have been selling in my retail business for more than 20 years and I know I can sell. But this book is a great refresher. It made me rethink and have a fresh look at the way I approach my work.
excellent help for new sales recruits and old hands alike.
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