31 replies
Best book I've read on selling or at least the pitching part of selling. This book took most of what I've learned about it and turned it upside down.

Highly recommended. A must read.
#pitch
  • Profile picture of the author Claude Whitacre
    Paul; For me, certainly in the top three.

    One word of warning though; The author gives methods that can backfire easily in the wrong situation. And he says in his course (about the same as the book) that you really can't use much of this as is. It's a mindset more than a set of techniques.
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  • Profile picture of the author TheBigBee
    Originally Posted by PaulintheSticks View Post

    Best book I've read on selling or at least the pitching part of selling. This book took most of what I've learned about it and turned it upside down.

    Highly recommended. A must read.
    Best sales book I ever read! Totally concur!
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  • Profile picture of the author payoman
    You know what, I am going to play devil's advocate for a second here...

    But I will be honest too, I haven't read the book in it's entirety, but I have read a portion and also listened to in-depth interviews of the author. In addition to that, he actually mentions the comparison between the dating world and sales in the book IIRC. I have experience using that kind of material in the dating world, so I get his angle.

    Here's my problem with it : it sounds good in theory. That's why I think everyone here says 'OMG ITS SO AMAZING IT MAKES SENSE!', but honestly, have you actually measured an improvement in your success from using his techniques?

    Similar to how hyped this system is in the dating world, everyone loves the theory behind it, but I have yet to see anyone say 'well, since reading this book and applying the techniques, I have achieved 50% more sales.' Or even 20%/30%. Can anyone vouch ACTUAL increases in measured sales since reading the book, as a direct application of his SPECIFIC techniques?

    It kind of reminds me of the Main IM forum here on Warrior Forum. Everyone reads a product and thinks 'wow, this makes so much sense, such an awesome book!'. But they don't come back 2 months later and say 'since using this, I actually increased sales x%'.

    To give you my comparison from the dating world, in the online 'seduction community', a load of guys talk about similar tactics that the author uses, such as 'being the prize' and 'being dominant' etc. But you know what, I tried it. I did it for about 2 years straight. And guess what? I got girls. But looking back, it wasn't because of 'specific techniques' or anything like that. It was just because I approached and met new women, and 'closed' them, so to speak. I pro-actively approached dating and got results. I think the same applies to sales. If you approach and close, you will get sales.

    When the day comes that a book increases my closes from the usual 1-2% to something like 10-20%, THEN I will start raving. But as of yet, in reality, most people report 1-2% as the norm. Man this post is getting long...

    Well, this is what I have found in my experience at least. As I said, devil's advocate and all that.
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    • Profile picture of the author Scott Stevens
      Originally Posted by payoman View Post

      You know what, I am going to play devil's advocate for a second here...

      But I will be honest too, I haven't read the book in it's entirety, but I have read a portion and also listened to in-depth interviews of the author. In addition to that, he actually mentions the comparison between the dating world and sales in the book IIRC. I have experience using that kind of material in the dating world, so I get his angle.

      Here's my problem with it : it sounds good in theory. That's why I think everyone here says 'OMG ITS SO AMAZING IT MAKES SENSE!', but honestly, have you actually measured an improvement in your success from using his techniques?

      Similar to how hyped this system is in the dating world, everyone loves the theory behind it, but I have yet to see anyone say 'well, since reading this book and applying the techniques, I have achieved 50% more sales.' Or even 20%/30%. Can anyone vouch ACTUAL increases in measured sales since reading the book, as a direct application of his SPECIFIC techniques?

      It kind of reminds me of the Main IM forum here on Warrior Forum. Everyone reads a product and thinks 'wow, this makes so much sense, such an awesome book!'. But they don't come back 2 months later and say 'since using this, I actually increased sales x%'.

      To give you my comparison from the dating world, in the online 'seduction community', a load of guys talk about similar tactics that the author uses, such as 'being the prize' and 'being dominant' etc. But you know what, I tried it. I did it for about 2 years straight. And guess what? I got girls. But looking back, it wasn't because of 'specific techniques' or anything like that. It was just because I approached and met new women, and 'closed' them, so to speak. I pro-actively approached dating and got results. I think the same applies to sales. If you approach and close, you will get sales.

      When the day comes that a book increases my closes from the usual 1-2% to something like 10-20%, THEN I will start raving. But as of yet, in reality, most people report 1-2% as the norm. Man this post is getting long...

      Well, this is what I have found in my experience at least. As I said, devil's advocate and all that.
      I know exactly what you mean. Sometimes a fancy new shiny technique can act as a placebo more than anything.
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      • Profile picture of the author ginnysclub1
        Well, I read a sales book, back in the day, called, 'How to master the art of Selling' by Tom Hopkins.

        And that book improved my sales performance by 400 - 500%. So, reading books and more importantly putting the advice in them into action does work.

        I've also read, Pitch Anything (well, I have the audio book actually), and, its good but I agree with Claude some of stuff in there can easily back-fire.
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    • Profile picture of the author DaniMc
      Originally Posted by payoman View Post

      but honestly, have you actually measured an improvement in your success from using his techniques?
      This is an understandable question. So I will answer with YES, unequivocally, Oren's approach works...for certain situations.

      I'm involved with pitch coaching for angel investment and venture capital, so I've seen dozens and dozens of pitches and helped many, many companies with their pitch decks. The companies who get the funding are using techniques similar to Oren's.

      Here is the thing...what Oren teaches is by no means new, in the investments pitching world. These techniques are what works and many people teach and use them. What Oren did was take those techniques and bring them to the everyday sales person or business owner. They seem revolutionary to people outside the VC circle. In Silicon Valley and other innovation hotbeds, this style has been used by many.

      Yes, there absolutely ARE some really great nuggets that will work for any type of sale because they deal with the human psyche. I absolutely recommend it for anyone selling anything.

      However, as Claude and Ginny say, some of it will backfire if you use it incorrectly. The approach isn't really for selling a $500 service. It is for a large, enterprise type sale. Even if you are making smaller sales, you could still gain something from this book that will double your sales. I know because I've seen it happen, even before this book came out. When I teach some of these ideas to people, they are blown away and when they use them, it works.

      So, read it. Apply what fits.
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    • Profile picture of the author Claude Whitacre
      Originally Posted by payoman View Post

      Similar to how hyped this system is in the dating world, everyone loves the theory behind it, but I have yet to see anyone say 'well, since reading this book and applying the techniques, I have achieved 50% more sales.' Or even 20%/30%. Can anyone vouch ACTUAL increases in measured sales since reading the book, as a direct application of his SPECIFIC techniques?
      First; I'm a doubter too. And I've read a ton (I think literally) of sales books.

      Pitch Anything offers an approach. I use parts of it in my selling, and it makes a difference. But the single sales book I've read that makes the most difference is Spin Selling. It actually outlined what I was partly already doing, explained why parts of what I was doing actually worked. It also added a few steps to strengthen the sale.

      Kanigan's course on cold calling made a measurable difference in the number of speaking gigs I got by cold calling trade associations.

      Some techniques depend on the salesperson. In other words, they are personality driven. But some do not.

      Most salespeople don't know the difference between a sales method that is personality driven (like being an authority figure) and a structurally sound method that follows proven principles...that will help nearly everyone.

      The biggest thing I got out of Pitch Anything is the way we are received in the prospect's brain. It explains why answering objections doesn't work. It also shows why arguing never makes sales (or convinces anyone). And it show why being the alpha dog in the room really helps make more sales. I know it's true. I don't want it to be true....but it is.

      This information wasn't unique to the book. It's actually decades old science. But it's the first time I saw it applied to sales.
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    • Profile picture of the author misterme
      Originally Posted by payoman View Post

      To give you my comparison from the dating world, in the online 'seduction community', a load of guys talk about similar tactics that the author uses, such as 'being the prize' and 'being dominant' etc. But you know what, I tried it. I did it for about 2 years straight. And guess what? I got girls. But looking back, it wasn't because of 'specific techniques' or anything like that. It was just because I approached and met new women, and 'closed' them, so to speak. I pro-actively approached dating and got results. I think the same applies to sales. If you approach and close, you will get sales.
      Yes, and what maybe you're overlooking is that you absorbed the techniques and it became part of your inner game, became part of who you are.

      I noticed years ago that dating successfully ran similar to business, especially because my market is young women. That's one of the things that intrigued me about his book.

      So a lot of the things that happen in dating also happen in business. But you wouldn't know to do it if you weren't shown those techniques because most of us have didn't have the best role models to learn from in either dating or business. And that's what he's done. He's opened up some eyes and imparted that knowledge.
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  • Profile picture of the author Jason Kanigan
    Or...you guys could use the Search function and get all that info for Free from proven contributors on this channel.

    It annoys me--and I really don't give a hoot who has a problem with it--how people devalue the experts who are right next to them. Because they're "familiar", and familiarity breeds contempt. Someone 'outside', who we don't have contact with, sounds so much more competent.

    I'm not singling anyone out here, but if you (yes you, reader) took the time to look up the posts by Ken, Claude, MisterMe, JD, and others you can recognize on this forum as knowing their craft, you'd pick up the accumulated knowledge of MANY such books. And proven techniques, too.

    But no. It's in a public forum, so it can't be that great. After all, these so-called "experts" wouldn't be here if they really made a decent living, right? (I hear that all the time--"WRONG")

    Guys, I'm tired and cranky, but it needed to be said.
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    • Profile picture of the author Eddie Spangler
      Originally Posted by Jason Kanigan View Post

      Or...you guys could use the Search function and get all that info for Free from proven contributors on this channel.

      It annoys me--and I really don't give a hoot who has a problem with it--how people devalue the experts who are right next to them. Because they're "familiar", and familiarity breeds contempt. Someone 'outside', who we don't have contact with, sounds so much more competent.

      I'm not singling anyone out here, but if you (yes you, reader) took the time to look up the posts by Ken, Claude, MisterMe, JD, and others you can recognize on this forum as knowing their craft, you'd pick up the accumulated knowledge of MANY such books. And proven techniques, too.

      But no. It's in a public forum, so it can't be that great. After all, these so-called "experts" wouldn't be here if they really made a decent living, right? (I hear that all the time--"WRONG")

      Guys, I'm tired and cranky, but it needed to be said.

      Dang Jason, are you not getting enough likes lately?:confused:

      I dont see how someone reading a book from some outside guy causes you to draw those kind of conclusions here.

      I think people do value the good advice given by the experts here or they wouldnt keep showing up. Im just not seeing this contempt you are talking about?
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      • Profile picture of the author Jason Kanigan
        Originally Posted by Eddie Spangler View Post

        Dang Jason, are you not getting enough likes lately?:confused:

        I dont see how someone reading a book from some outside guy causes you to draw those kind of conclusions here.

        I think people do value the good advice given by the experts here or they wouldnt keep showing up. Im just not seeing this contempt you are talking about?
        Actually I don't see many people coming back. I see them jumping around like frogs on Redbull, looking everywhere for a magic bullet to fix their problems, instead of settling down and doing the work.

        Every day people question "If someone's so great, what are they doing on this forum?" So they go buy a book instead of soaking up the knowledge that's here already. It's like your neighbor brushing you off because they 'know' you and going with a designer who's new and mysterious. It's not just this one thread.

        You asked, so I'm sayin'. You're welcome to disagree.

        BTW what is that guy in your avatar? I see a pilgrim and it's always made me curious about what the full image is.
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        • Profile picture of the author DaniMc
          Originally Posted by Jason Kanigan View Post

          Every day people question "If someone's so great, what are they doing on this forum?" So they go buy a book instead of soaking up the knowledge that's here already.
          I hear what you are saying. There are plenty of successful people here. I come here because I can talk about this stuff all day. I love it. I love business.

          That said, I wouldn't discourage people from reading books. I read 3-4 per week. I get something great from all of them. I've also learned a lot from people here.
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          • Profile picture of the author Jason Kanigan
            Originally Posted by Dan McCoy View Post

            I hear what you are saying. There are plenty of successful people here. I come here because I can talk about this stuff all day. I love it. I love business.

            That said, I wouldn't discourage people from reading books. I read 3-4 per week. I get something great from all of them. I've also learned a lot from people here.
            I'm not saying don't read books. I read a ton of books on selling, copywriting, persuasion, history and other topics. Wouldn't it be nice, though, to read something like "I read Dan's post, went out and applied what he said for a month, and here are my 500% improvement results"?

            Instead we see "This is an awesome book" (not ragging on Paul at all).
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            • Profile picture of the author PaulintheSticks
              Originally Posted by Jason Kanigan View Post

              I'm not saying don't read books. I read a ton of books on selling, copywriting, persuasion, history and other topics. Wouldn't it be nice, though, to read something like "I read Dan's post, went out and applied what he said for a month, and here are my 500% improvement results"?

              Instead we see "This is an awesome book" (not ragging on Paul at all).
              Its a good point Jason. You really don't know until you know.

              But there are as many expert opinions as there are books so what's a newbie to do? You can't try them all (or even 10%). So what I do is read as much as I can, use my gut to figure out which techniques I want to try and which ones resonate with me and my personality and then have at it.

              And there is a lot from his book (and many posts on this forum) that are helping me put together my process.
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    • Profile picture of the author PaulintheSticks
      Jason,

      Originally Posted by Jason Kanigan View Post

      It annoys me--and I really don't give a hoot who has a problem with it--how people devalue the experts who are right next to them.
      The only thing I've ever seen on this forum is people, myself included, lavishing praise on the experts you mentioned on this forum. But I admit, I don't read all the posts.

      I'm a sponge for knowledge though and I've heard so many good things about this book, I had to get it.

      There were many, but my biggest takeaway from the book was how to use frames to raise your social status to alpha. I think its brilliant and something I've never heard, at least not in depth.
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    • Profile picture of the author TheBigBee
      Interesting discussion.

      I have nothing to sell here... No books, no trainings, no WSO's... Ever. So I'm going to let it fly.

      Go to your local university, library, or Google and find academic research as to how humans make decisions. Don't even search look for how they make "buying decisions" start with how they make general decisions then work your way towards how they make buying decisions. It's something I'm studying religiously as I am trying to get better by constantly analyzing where I fail in certain situations. One of my most recent posts is emblematic of this, and Aaron Doud pointed me in the direction of what I think was the problem, the guy made a decision based on his ego being bruised... I didn't make him feel like he was king... Pitch Anything by Oren Klaff was the start of that journey.

      Here's an adhoc example. Studies have shown that you will convert more customers for a special / sale by offering a freebie as opposed to X% off. We can see the "free desert." We can remember what our favorite desert tasted / felt like. We can't see or feel 25% off.

      Keeping up with the Jones... Another fact of life is that folks tend to buy / behave like the folks around them. The whole notion of "keeping up with the Jones" is not a myth. Is it a coincidence that in a well-to-do area, you can hit a cul-de-sac and bam! everyone is driving the same cars? This is pervasive in our country as instead of buying practical things, people plunged themselves into debt by buying stuff they couldn't afford. What part of their brain activated the decision to buy things they couldn't feasibly afford? Was it the rational / calculating side? Or did they buy based on some sort of emotion...

      This is what Pitch Anything shows you... It's a primer, nothing more. Take a psych class online for free with MIT or something.

      Additionally, FEAR OF LOSS activates buying decisions. You'll find it much easier to get someone to spend $1,000 to keep $10,000, rather than spending $1,000 to make $10,000.

      We make decisions based on what we see, what we can feel. I used to sell meat door to door during college. I was mediocre until I started literally handing people the food. My pitch; "I got some extras... here check it out..." I was taught one trick that worked instantly. Put the food in the persons' hand. Sales went up.

      Finally, go to the WSO section. What activates those buying decisions? What prompts people to buy WSO's? Why do copywriters get paid so much for these product launches? The sales copy activates all sorts of emotions, whips you into a frenzy and prompts us to click the buy button more times than we'd like.

      Pitch Anything by Oren Klaff should be read and followed up with study on the material. I've done creative work for clients and have found it far easier to say; "here check out what I did for your competitor" (making it visual)... "it's working well for them" (they're eating your lunch), "I might be able to whip up something special for you."

      My two cents...
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      • Profile picture of the author DABK
        Examples: Study done with 5 year old kids.

        Some were given 2 Kisses chocolates. Some were given Snicker bars (many times bigger than 2 Kisses).

        They asked the ones with 2 Kisses to trade their Kisses for a Snickers bar. All said: No.

        They asked the ones with the Snickers bar to trade their bar for 2 Kisses. They all did. They all accepted less chocolate for the sake of having 2 pieces.

        Another one:
        In my life as an appraiser, I appraised a house that was in Foreclosure.There was a big sized boat in the yard. The guy could have sold his boat and get caught up with what he owed the bank and have 2 years' worth of mortgage payments.

        He chose to go into foreclosure and lose equity equivalent to the value of the boat (more or less).

        TheBigBee is right. If you can figure out why people make any decision they make, you can more easily sale.

        Originally Posted by TheBigBee View Post

        Interesting discussion.

        I have nothing to sell here... No books, no trainings, no WSO's... Ever. So I'm going to let it fly.

        Go to your local university, library, or Google and find academic research as to how humans make decisions. Don't even search look for how they make "buying decisions" start with how they make general decisions then work your way towards how they make buying decisions. It's something I'm studying religiously as I am trying to get better by constantly analyzing where I fail in certain situations. One of my most recent posts is emblematic of this, and Aaron Doud pointed me in the direction of what I think was the problem, the guy made a decision based on his ego being bruised... I didn't make him feel like he was king... Pitch Anything by Oren Klaff was the start of that journey.

        Here's an adhoc example. Studies have shown that you will convert more customers for a special / sale by offering a freebie as opposed to X% off. We can see the "free desert." We can remember what our favorite desert tasted / felt like. We can't see or feel 25% off.

        Keeping up with the Jones... Another fact of life is that folks tend to buy / behave like the folks around them. The whole notion of "keeping up with the Jones" is not a myth. Is it a coincidence that in a well-to-do area, you can hit a cul-de-sac and bam! everyone is driving the same cars? This is pervasive in our country as instead of buying practical things, people plunged themselves into debt by buying stuff they couldn't afford. What part of their brain activated the decision to buy things they couldn't feasibly afford? Was it the rational / calculating side? Or did they buy based on some sort of emotion...

        This is what Pitch Anything shows you... It's a primer, nothing more. Take a psych class online for free with MIT or something.

        Additionally, FEAR OF LOSS activates buying decisions. You'll find it much easier to get someone to spend $1,000 to keep $10,000, rather than spending $1,000 to make $10,000.

        We make decisions based on what we see, what we can feel. I used to sell meat door to door during college. I was mediocre until I started literally handing people the food. My pitch; "I got some extras... here check it out..." I was taught one trick that worked instantly. Put the food in the persons' hand. Sales went up.

        Finally, go to the WSO section. What activates those buying decisions? What prompts people to buy WSO's? Why do copywriters get paid so much for these product launches? The sales copy activates all sorts of emotions, whips you into a frenzy and prompts us to click the buy button more times than we'd like.

        Pitch Anything by Oren Klaff should be read and followed up with study on the material. I've done creative work for clients and have found it far easier to say; "here check out what I did for your competitor" (making it visual)... "it's working well for them" (they're eating your lunch), "I might be able to whip up something special for you."

        My two cents...
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  • Profile picture of the author TrumpiaTim
    Nice, I'll have to take a look at this book for my next flight
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  • Profile picture of the author Eddie Spangler
    BTW what is that guy in your avatar? I see a pilgrim and it's always made me curious about what the full image is

    Pilgrim, thats funny. Its actually a drawing someone did of my alter ego as a video magician. The deal was that I was the first one in this area who used an inexpensive point and shoot camera and a flip mino along with free video and graphic editors to produce high quality coverage of local events.

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  • Profile picture of the author Mr. Subtle
    Originally Posted by PaulintheSticks View Post

    Best book I've read on selling or at least the pitching part of selling.
    It was my favorite read of 2012. The cool thing (if you live in the States) is that each week you can see 4 people pitching in front of money who could have used the stuff Oren teaches. (ABC's "Shark Tank" Friday @ 9pm)
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    • Profile picture of the author Claude Whitacre
      Originally Posted by Mr. Subtle View Post

      It was my favorite read of 2012. The cool thing (if you live in the States) is that each week you can see 4 people pitching in front of money who could have used the stuff Oren teaches. (ABC's "Shark Tank" Friday @ 9pm)

      That's interesting. I wonder how someone would really do, if they used his methods in front of that group. I personally think it would spark an "I'm the Alpha Male" exchange that would lead nowhere. But I'm perfectly willing to be wrong.

      But it sure would be interesting to watch.

      I did see a sales trainer asking for financing (on Shark Tank), and he used a few similar techniques...and they fell flat.

      But I've seen great contestants (If that's what they are called), make brilliant pitches, and then have the Sharks fight over them.
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      • Profile picture of the author Mr. Subtle
        Originally Posted by Claude Whitacre View Post

        That's interesting. I wonder how someone would really do, if they used his methods in front of that group. I personally think it would spark an "I'm the Alpha Male" exchange that would lead nowhere. But I'm perfectly willing to be wrong.
        The "Alpha Male" is always the guy with the money and who always wants "frame control." Oren talks about how to get "frame control" by "revealing the intrigue" (frame) and "offering the prize" (frame).
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  • Profile picture of the author bob ross
    I've learned a lot from Pitch Anything and it has particularly helped me transition from very long pitch B2B situations to incredibly short pitch B2C.

    Frame control, the croc brain, the importance of novelty, the importance of tension and desire, and a bunch of other things have all become something I've been more aware of since reading the book (many times over now).

    As far as anything that has really caused me to take certain actions: it would be the concept of portraying your deal as something that has arisen out of different forces that are taking place which opened up a brief window to take advantage of. Kind of like a freight train that's coming and you either have to get on quick or pass it up.

    To me, this has really changed the way that I close, particularly in short-pitch form where you only have a few minutes to really get your point across.

    EDIT:

    I should add that I have read this book over and over during the past year or so that I've had it. I also have taken detailed notes for quick reference, and I still get more out of it everytime I go through it again.
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    • Oren on frame control:

      http://youtu.be/wcDOl1WRxz8
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    • Profile picture of the author TheBigBee
      Originally Posted by bob ross View Post

      I've learned a lot from Pitch Anything and it has particularly helped me transition from very long pitch B2B situations to incredibly short pitch B2C.

      Frame control, the croc brain, the importance of novelty, the importance of tension and desire, and a bunch of other things have all become something I've been more aware of since reading the book (many times over now).

      As far as anything that has really caused me to take certain actions: it would be the concept of portraying your deal as something that has arisen out of different forces that are taking place which opened up a brief window to take advantage of. Kind of like a freight train that's coming and you either have to get on quick or pass it up.

      To me, this has really changed the way that I close, particularly in short-pitch form where you only have a few minutes to really get your point across.

      EDIT:

      I should add that I have read this book over and over during the past year or so that I've had it. I also have taken detailed notes for quick reference, and I still get more out of it everytime I go through it again.

      Maybe I should simplify.
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      • Profile picture of the author kenmichaels
        Originally Posted by TheBigBee View Post

        Maybe I should simplify.
        simplicity + sales = gold.
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    • Profile picture of the author Claude Whitacre
      Originally Posted by bob ross View Post

      Frame control, the croc brain, the importance of novelty, the importance of tension and desire, and a bunch of other things have all become something I've been more aware of since reading the book (many times over now).

      As far as anything that has really caused me to take certain actions: it would be the concept of portraying your deal as something that has arisen out of different forces that are taking place which opened up a brief window to take advantage of. Kind of like a freight train that's coming and you either have to get on quick or pass it up.

      To me, this has really changed the way that I close, particularly in short-pitch form where you only have a few minutes to really get your point across.
      That's huge. To tell the truth, I don't think I've ever used that exact rationale in selling, but it sure is a powerful one. Thanks for the reminder.


      Originally Posted by dave147 View Post

      Yeah that's a good read. Another GREAT read is mentioned above, Tom Hopkins' -
      How to Master The Art of Selling, and I would also recommend Claude Whitacre's
      books.
      I think the Hopkins book is more technique oriented, and would be one of the first books I would read. I read it when it first came out (In 1982 or so), and it made a huge difference in how I sold, and how well it paid.

      But I still think Spin Selling, Influence, The Feldman Method, Pitch Anything, Anatomy Of A Salesman are all must reads for anyone in sales.
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      • Profile picture of the author dave147
        Originally Posted by Claude Whitacre View Post


        I think the Hopkins book is more technique oriented, and would be one of the first books I would read. I read it when it first came out (In 1982 or so), and it made a huge difference in how I sold, and how well it paid.

        But I still think Spin Selling, Influence, The Feldman Method, Pitch Anything, Anatomy Of A Salesman are all must reads for anyone in sales.
        That's great Claude, and what about your own books mentioned, how would you
        analyse them?
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        • Profile picture of the author Claude Whitacre
          Originally Posted by dave147 View Post

          That's great Claude, and what about your own books mentioned, how would you
          analyse them?
          Well, if you insist :rolleyes:

          Selling Local Advertising is a good book if you sell local retailers and service businesses online marketing services. It was written for advertising, but everything is virtually the same. I really recommend it. And I would even if I didn't read it.

          Local Online Marketing covers the services I sell, and how to actually do the things I sell. for most people here that already have a good grasp of Youtube, SEO, and getting people listed on Google...this isn't much new territory. But the book is written to actually sell the client on needing my services. So for that, it may be useful.

          The Unfair Advantage Small Business Advertising Manual I wrote in 2007 just before the recession hit. It describes the way I advertised to increase my retail business an average of 81% a year for 8 years. This was written to be useful for anyone with a business that advertised locally.

          If you own a business that advertises, this is hugely useful. If you don't, it isn't.

          These are all available on Kindle for $2.99 each on Amazon. Or you can get the print versions.

          My new book One Call Closing will be out very soon. I have another book on selling coming out right after that that covers the bare basics of sales training. It was written to hand out to new salespeople. I think the title of that book is going to be Selling Essentials.

          And thanks for asking. But if it were me? I'd get maybe Selling Local Advertising and then Spin Selling.

          Anatomy Of A Salesman is the best book I've seen on overcoming call reluctance and put you in the right mindset for cold calling.


          Originally Posted by DABK View Post

          They asked the ones with the Snickers bar to trade their bar for 2 Kisses. They all did. They all accepted less chocolate for the sake of having 2 pieces.
          When I was a distributor for a vacuum cleaner company, we had a meeting at the factory. The CEO and President were there. They asked us for ideas on how to increase sales and improve the machines.

          Most of the ideas presented were in the form of complaints. Most were not helpful, and it was turning into a bitch session.

          I raised my hand. The president literally gasped and acted like I was throwing him a life preserver.
          (He knew I was not joining in the complaints) I said "Want to increase your retail price without increase in costs, and make the machine easier to sell? Everything is in one box now. We have a shampooer, extra set of attachments, and the main unit. Change that to three boxes. One for each section. That way, it looks to the customer like they are getting more. Also, we can sell them separately, and use them as bonuses, referral gifts, or closing tools. It will cost the factory $2 more per unit, but it will make selling easier."

          Nobody got it. The other distributors gasped that I dared suggest a $2 increase in our cost. And the president felt compelled to take the majority side. It was the first time any distributor heard of packaging as a way to increase sales.

          Yeah, I remember when I was a little kid, trading my quarter for two pennies and thinking I was getting the deal of the century.
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  • Profile picture of the author dave147
    Originally Posted by PaulintheSticks View Post

    Best book I've read on selling or at least the pitching part of selling. This book took most of what I've learned about it and turned it upside down.

    Highly recommended. A must read.
    Yeah that's a good read. Another GREAT read is mentioned above, Tom Hopkins' -
    How to Master The Art of Selling, and I would also recommend Claude Whitacre's
    books.
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    • Profile picture of the author umc
      While there are certainly great posters here that leave a trail of great posts on sales, a book can build an entire cohesive story where great information is in one place and one piece. Reading books takes nothing away from the wealth of information here, but it adds to it.
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