For all of you sales & marketing people out there, I thought I would share a book with you that I’ve been reading. Sales Therapy by Grant Leboff is definitely worth a read. Although it’s based on sales; marketers please do not be discouraged, as it has still got lots of useful information for marketing and it can really help you to develop your sales & marketing strategies.
I’m going to give you a small snippet of some of the things I’ve learnt within the first three chapters of the book, as I don’t want to ruin it all for you.
This sales bible talks about moving away from the focus on transactions to give more attention to building relationships with customers. The relationship you build up with a new prospect is far more important than rushing and gaining one sale. The transactional model of selling no longer works, it’s all about the relationship and customer interests. The Sales Therapy views is about problem solving and conveying possibilities to the customer, through selling with integrity. The book talks about how benefit selling no longer works as it’s too focused on the salesman and not the customers interests. Be a problem solver not a benefit seller.
Don’t make promises that will sound like platitudes, customers have heard it all before. They want an honest salesman, you’ve got to be prepared to walk away if you cannot help, rather than mis-selling.
Customer Perception and Mindset
Through Sales Therapy I’ve learnt that for customers it is not about the best or the cheapest, it’s about the perfect fit for their business. One of the most useful things I’ve learnt through this book is that avoidance of loss is a bigger motivator than gaining reward. This means that a customer would rather buy to avoid losing something, than to gain something. A good example of this is milk – odd I know, but it makes sense. You are more likely to go out and buy milk so you don’t miss out on cereal at breakfast, rather than buying it just to have in the fridge.
You need to think like your buyer. What will the customer LOSE by not buying your product? What do THEY need and what options do you have that can suit their needs? It’s important to tap into the businesses motivation for purchase.
Marketing needs to be done with the idea that the customer doesn’t want to lose out, not that the customer wants to gain. The marketing department need to ensure they are also not ‘benefit selling’ and try to make marketing material more specific to customer industries. Sales and Marketing is no longer something we do to the target market, it’s something we do with them. I have also learnt through this book to break an industry down. If you have a specific industry you’re looking to target, break that industry down further and dig deeper.
Overall, I’d rate this book 4.5/5 stars.
It gives you some really great information and makes you think of things you wouldn’t have necessarily considered. I work in Marketing and it gave me a lot of inspiration and ideas to help our processes and ways to create great content. It was also extremely beneficial to learn more about sales and part of this will fall into my future marketing content. The book contained some great analogies and has improved my sales knowledge. The only thing to criticize about this book is that it can be slightly repetitious in places. However, perhaps this is to reiterate certain key points. After reading this, I am looking forward to reading Grant Leboffs other marketing books.