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| Why People Buy : Achieving the Selling Zone | 
 enlarge | Author: Guy Baker
Creator: Ken Harris
Publisher: Standel Publishing
Category: Book
Buy New: $25.00
Avg. Customer Rating:  (15 reviews)
Sales Rank: 607293
Media: Paperback
Pages: 126
Shipping Weight (lbs): 0.4
Dimensions (in): 8.1 x 5.3 x 0.4
ISBN: 0964772108
EAN: 9780964772106
ASIN: 0964772108
Publication Date: June 1995
Shipping: Eligible for Super Saver Shipping
Availability: Usually ships in 24 hours
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| Editorial Reviews:
Product Description
A step by step process to achieving the selling zone. sales people always want to improve. By achieving the selling zone, they can close more sales for larger dollars. How? This book shows that buyer's have a buying process that can be recognized and understood by the seller. Once the seller determines the buyer's process, they have to restrain their need to plow forward with the close. Tather, the seller must match their selling process with the buyer's process to achieve total sales success. Being willing to let the buyer complete their buying process requires the seller to be patient and understanding. The payoff is more sales success. Timing is everything. Discovering the buyer's "rhythm" and then matching the sales process is the key to BIG TIME SUCCESS.
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| Customer Reviews: Read 10 more reviews...
Could Be Invaluable If You Commit the Time and Energy February 20, 2004
5 out of 5 found this review helpful
There are hundreds (thousands?) of books now in print which offer information and counsel concerning the sales process. In essence, that process involves cultivation and then solicitation but first an important decision must be made: Whom to cultivate? (In retail sales, obviously, anyone who walks in the door is a prospect.) When conducting workshops for salespersons, I strongly recommend that participants formulate criteria which describe what they consider to be their ideal customer. This profile should direct them to prospects which most closely match up with the criteria. Next I point out that the ideal customers they now have can -- and should -- comprise an extended sales force, serving as referral sources to generate leads. My point is that, except in retail sales, those who sell should select their prospects...not the other war around. Baker's background is in financial services which presumably require extensive education to understand the specific products and services to be offered prior to the identification, cultivation, and solicitation of prospective buyers of those products and services. The title of his book suggests that understanding motivation (i.e. "hot buttons') is an essential part of the salesperson's preparation and indeed it is. He takes a direct and personal approach to his reader as if he has been retained to provide to the reader a combination of mentoring and coaching services. He carefully organizes his material within 12 chapters, skillfully "Tying It All Together" in the final chapter. This book be most valuable to those who are new to sales or now considering a career in sales; also to sales managers, especially those who supervise others who are relatively inexperienced. To the former, Baker offers sound basics with a rationale for each; to the latter, Baker offers reminders of basics. (Working as I frequently do with sales managers, I am astonished by the fact that so many of them do not have a sufficient understanding of those basics.) I also recommend this book to another group which Baker may not have had in mind when writing it: Those in executive (non sales) positions who are frequently required to persuade others to support an idea or course of action. By now I am convinced that almost everyone involved in business is constantly selling, themselves if nothing else...and most do it ineffectively. Almost all of the strategies and tactics which Baker recommends can be as beneficial to those not in sales as to those who are. Individual salespersons as well as organizations need a business plan which is cohesive and comprehensive; also one which prudently allocates resources, especially time and energy, where they will generate the greatest ROI. Given the complexity of the general subject of salesmanship, the art and science of ethical persuasion, it makes sense to consult several different sources (including Baker's book) and then cherry-pick whatever is most appropriate to your own specific circumstances (needs, interests, weaknesses, goals, etc.). Here are some other excellent sources: Dick Canada's The 24 Sales Traps and How to Avoid Them, Linda Richardson's Stop Telling, Start Selling, Paco Underhill's Why We buy, and Gerald Zaltman's How Customers Think.
Excellent Sales Book August 5, 2002
This book gave me a good over view of the sales process and specifics on how to relate to the buyer. I have read many sales books, but this one hits the mark. I would recommend anyone who is either a professional sales person or striving to be one read this book. It goes way beyond basic sales training and gets into the mind of the buyer and the seller. Great Job.
A Great Book for those willing to appreciate it July 22, 2002
1 out of 2 found this review helpful
An excellent book. Guy has managed to capture the essence of the buying process. This book is purely for those who can appreciate the fine principles to be applied during the sales process. It is not meant to be specific. However if applied properly, it will do justice for both the buyer and the seller. It's a guide for ethical and effective selling and how we as sellers can make selling so easy and effortless! Kudos to Guy!
 Very nearly worthless July 16, 2002
1 out of 3 found this review helpful
If the redundancy were eliminated, this book would shrink to fifty pages. I kept waiting for the author to share something worthwhile with me, but finally gave up halfway through out of sheer boredom. Anyone looking for a better book need look no further than Brian Tracey.
Learning to sell October 23, 2001
1 out of 1 found this review helpful
I don't usually like how to books - because they don't really tell you anything. But this book is different. I learned more about selling from this book than any other sales training class I have ever taken. This book deliniates the essence of selling. The author's understanding of sales psychology is uncanny and intutitive. I would highly recommend this book for any person who is starting in sales or has been in sales for a long time. It is worth studying.
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