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Selling For Dummies Paperback – 1 Feb 2013
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From the Back Cover
How to generate more leads, win more sales, build your business and sell anything to anyone
Everyone has what it takes to become a great salesperson. All you need is a desire to learn and a wise mentor to unleash the sales hero within you. In this updated edition of their bestselling guide, Tom Hopkins and Ben Kench school you in the sales, communication and negotiating skills you need to give successful presentations, win a loyal customer base and sell with success.
- Tune into your inner salesperson find out why selling is as instinctive as smiling, and how to connect with and hone your inborn sales talent
- Communicate YOU see why communication is about making a personal connection, and not just about conveying information
- Understand the anatomy of a sale master the seven–step selling cycle, from finding customers to making appointments, and giving great presentations
- Negotiate like a pro discover how to address concerns and make every negotiation a win–win situation
- Win the business, and more get the lowdown on how to close the deal and build long–term customer relationships that grow your business
Open the book and find:
- The truth about what selling really is and isn′t
- Cutting–edge techniques for researching prospects
- Priceless tips on setting goals and planning your time
- Follow–up strategies that build long–term relationships
- Ways to build partnerships that benefit your business
- Simple techniques for earning customer loyalty
- Techniques for selling in up and down economies
- The biggest sales mistakes to avoid
- Master the selling cycle in seven steps
- Take advantage of the latest technology to improve your sales
- Build relationships that sustain and grow your business
- Sell in up and down economies
About the Author
Tom Hopkins is a bestselling author and world–renowned sales trainer. Ben Kench is a business coach, motivational speaker and sales trainer who specialises in business growth.
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Sales and the ability to sell is not a skill that I have, however, it is area that I am very interested in and I believe that this guide is very informative and worthy of a good four stars.
This book will be helpful to those who:
(A) haven't sold anything before (whether for an employer or their own services on a self-employed or small business basis - or even want an understanding of the psychology behind selling at a boot sale! - it's all selling)
(B) have a bit of experience of selling products or services and want to get some tips and insights into how to improve the ability to sell
(C) are veterans at sales who want to see whether things have moved on or there are new tips and techniques to learn
Because of the well-thought out layout of the book, you can read it cover to cover, or dip in and out checking the chapters that interest you.
I've marked the book down one star because I liked this one slightly less than my other Dummies books: it is small in size and feels more like a textbook than other Dummies guides.
Well organised, sections and chapters broken down into manageable chunks; the book makes an easy introduction for the uninitiated while being a great refresher for those with past experience in sales.
Selling For Dummies covers a broad range of topics which may not be appropriate to all salesmen (or women) equally, but does give a good foundation in all of the necessary skills one should seek to develop and continuously improve upon if you wish to take up a career in sales.
Personally I found the chapters on communication, both what to and what not to say very helpful, with personal anecdotes bringing the text to life.
My one criticism is that there is very sparse information on selling using technology and the internet, which is now such a cornerstone of modern sales operations. Some updating or pointing readers in the direction of other sources of reference would be appreciated, especially since the cover leads the reader into thinking that we are in for a more technologically orientated read than the one provided.
This point aside, I enjoyed the book, found it useful, and would recommend it, especially for those who view sales with trepidation.
In every company I have ever worked, they have sent the salespeople on training courses to teach them how to sell (more) and they consider it a skill that you can learn. This book treats it the same way. If you follow the instructions, then you too will be a master salesperson in no time. These are good basic skills to have in any walk of life, not just direct sales.
I also think that personality and manner also plays a part and that customers will buy from someone that they like or can relate to, rather than some "pushy" salesperson, and that is something that can't be taught. It also helps if you believe in the product you are selling. If you don't, then it shows.
All in all it's a good book, but unfortunately as I said, I already have an earlier edition and not much has changed. My review is my own opinion of the book and its usefulness to me. I give it 3/5 "It's OK"
This book is a superb example of where those initial expectations can be way off (I work in B2B sales). Rather than focusing on a particular industry (or business / consumer sales) the authors cleverly stick to general sales techniques and practices to help both a novice and experienced sales person improve their skills. Covering the full cycle of prospecting -> cold calling -> initial meetings -> closing -> client retention, the book is full of useful advice, perspective and examples. I did find many of the examples irrelevant to my line of work but was able to apply it to my own skills.
In addition, a lot of time is spent describing time management and how to be a top salesperson. There's great advice and tips here, and I for one will be looking to apply that in my line of work.
This is a superb book and I recommend it to anyone looking to start in sales, as well as more experienced salespeople.