Sell Yourself First
The Most Critical Element in Every Sales Effort
By: Thomas A. Freese
Published: December 30, 2010
Format: Hardcover, 256 pages
ISBN-10: 1591843650
ISBN-13: 978-1591843658
Publisher: Portfolio/Penguin
"Sellers are finding it more difficult to get appointments, not to mention differentiating a value proposition that sounds strikingly similar to the last dozen vendors who called", writes the President of QBS Research, Inc., Thomas A. Freese in his revolutionary and sales building book Sell Yourself First: The Most Critical Element in Every Sales Effort. The author describes how to establish yourself as a trusted source of valuable information and advice, and not be seen as simply another pushy sales person.
Thomas Freese understands that appointments are more difficult to book, and sales are more difficult to close, as customers are uncertain as to which sales representatives to trust. That doesn't mean, however, that potential buyers are not seeking calls from salespeople. They are, in fact, looking for guidance and solutions more than ever. The problem is that in the vast sea of very similar products and services, and one sales representative being more or less like all of the rest, the customer is faced with confusion. As Thomas Freese points out, a satisfied customer whose real problems are actually solved, will thank the sales person for helping them. For Thomas Freese, this underlines the essential step of establishing trust and rapport with the customer. Simply realizing that customers, while skeptical at first, as really looking for answers to solve their most pressing problems.
Thomas A. Freese (photo left) provides a very elegant solution for closing more sales while building trust. The author recommends treating every sales call as a job interview. The job interview is about what forms the central thesis of the book through selling yourself first. Effective job interviewees always provide ideas about how they can benefit the potential employer. When the job interview principle is applied to sales, the focus is transferred from the seller to the buyer. By emphasizing how the sales representative can help the customers achieve their desired goals and solve their problems, the interview oriented person ceases to be just another sales representative. The interview concept also results in the buyer and seller sharing a conversation and ideas, resulting in a deeper and more trusting relationship. Instead of the usual canned sales pitch, and the typically vague value proposition, the sales person who sells themselves first can break through the wall of skepticism to generate more sales. At the same time, a long term customer relationship is developed between buyer and seller.
For me, the power of the book is how Thomas Freese turns the usual ideas about sales upside down, and offers an effective yet simple alternative method for making more sales. Through a skillful blending of theory and practical advice, the author develops a unique and highly effective sales concept. The job interview analogy is very important for transforming the usual sales training emphasis on the presentation and answering objections, to one of focusing on how the products and services benefit the buyer. Unlike most other sales training books, Thomas Freese recognizes the real concerns that prospects harbor about any new sales representative. Instead of dismissing these very real buyer concerns, or talking glibly around them, the author suggests embracing them as a key to understanding the real needs of the customer.
Throughout this fine book, Thomas Freese guides the sales representative through acknowledging that the buyer will be uncertain as to whether or not to trust the unfamiliar sales person. When the seller understands that buyers have their own unique needs and problems, the sales representative can then literally interview for the position of solutions provider. Through this conversational approach, the seller can share the unique value proposition and how it will benefit the customer. The customer centered approach taken by the author leads directly to demonstrating real value and benefits for the customer, moving well beyond the usual concerns about pricing, and into the more important realm of a personal relationship.
I highly recommend the essential and idea changing book Sell Yourself First: The Most Critical Element in Every Sales Effort by Thomas A. Freese, to any sales managers, sales representatives, and entrepreneurs who are serious about truly understanding how and why customers feel about the entire sales process. This book will provide the necessary skills development to achieve deeper and more productive conversations with customers, helping the successful sales representative to not only close more sales, but to meet the buyer's real needs.
Read the systematic and very logical book Sell Yourself First: The Most Critical Element in Every Sales Effort by Thomas A. Freese, and put the power of the job interview concept to work in your sales calls. Instead of focusing on yourself as the seller, your entire vision will become one of helping solve the customer's problems. The end result is a win-win of additional sales and of more satisfied clients.
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