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Soft Selling in a Hard World: Plain Talk on the Art of Persuasion, by Jerry Vass
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An essential handbook for professionals and small business owners. This best seller has become a standard resource for those people looking for guidance on the actual words to use in a persuasive presentation.
- Sales Rank: #83127 in Audible
- Published on: 2016-02-15
- Format: Unabridged
- Original language: English
- Running time: 223 minutes
Most helpful customer reviews
15 of 15 people found the following review helpful.
Distillation of Course Worth Thousands, a Real Gem
By Robert David STEELE Vivas
I just took the executive sales training course that this book summarizes, essentially a "CEO to CEO" sales course but applicable at any level of direct sales, and I cannot say enough good things about the author, the book, or the training--my last twenty years literally passed before my eyes as I understood his key points: purchase decisions are made by individuals on an emotional "what's in it for me" basis, and then justified on a rational "what's in it for the organization" basis. Any sales effort that attempts to stress features and capabilities, as 99% of all of us have been doing, is destined to be lethargic and hit or miss.
The author and his team have a formula and it is a formula that is already working for me: listen instead of talk, solve instead of sell, and a few others that are only offered in the course not the book.
The author is devastating in critiquing what he calls "puffery", all those now meaningless phrases about "best in class" and so on.
Finally, the author is extremely effective in helping truly good executive sales people do a cost analysis that at its most brutal, makes it clear to the client that what they are buying or not buying now is costing them a great deal more than what you are offering as a solution to *their* problem, which in turn justifies your getting top dollar because the return on investment in your more expensive capability, with no hidden costs, is greater than the return on the cheaper or partial solutions.
I strongly recommend the book for a taste of how to do soft selling in a client-friendly manner, and I strongly recommend the three-day course which is where they walk you through the entire process of creating mission statements, benefits to the client, listening probes, and closing statements that pull it all together.
It will take more than one course to overcome 20 years of coming at it the wrong way, but if you are seriously interested in dramatically changing your tone, your approach, and your relationship with your best clients, start with this book and then go on to one of the courses.
This was, incidentally, as an executive, my first formal training since 1986--20 years ago, and as I finished it up, I could only wish someone had shown me this path ten years ago or before.
14 of 14 people found the following review helpful.
Finally an ethical book on the art of persuasion
By Rick Zaniboni
As a professional salesman of 15 years I'm constantly searching for information to help me get an edge. The older I get the more I've realized that an "edge" in the sales world is simply building a firm understanding of and consistently applying the basics to the art of sales.
"Soft Welling in a Hard World" by Jerry Vass is a quick-read but filled with powerful, ethical and usable tactics designed to help you understand your buyers while gaining significant credibility in their eyes.
If you're like me you have a handful of dog-eared, highlighted gems that you keep on your night stand. Mr. Vass has earned a spot in the company of Frank Bettger, Dale Carnegie, Norman Vincent Peale and Napolian Hill.
Rick Zaniboni
RE/MAX on the River
Newburyport, MA 01950
3 of 3 people found the following review helpful.
WOW! Wish I'd Had This 20 Years Ago Myself!
By Robert L. Armstrong
Thank you Jerry for a no-non-sense aproach to the "art & science" of selling. I picked up the 4 cassette tape set on "Soft Selling in a Hard World" on Ebay and put the tape set away for 6 months. Unpackaged it the other day and have been kicking myself ever since. Powerful, easy to understand principles and systems, that make selling "fun for me again".
I've always loved people and the interaction I have with them. And I'm a pretty accomplished sales trainer as well. When I listened to Jerry's tapes, he put me "back in sales training school" for which I'm grateful.
Selling isn't rocket-science but it is a science. Do this...get this. The value of preparation comes through in Jerry's presentation. The 90-second close and Mission Statement sections have changed my approach to selling TV advertising, and selling is "really fun again".
Thank you Jerry. With the salespeople I manage, we'll be calling you for your in-depth Executive Training Program with our sales folks.
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