Can You Learn to Sell From a Book?

Content

What can you learn from a book? Everything and nothing—and anything in between.

What can you learn from a book? Everything and nothing—and anything in between. 

Content

This may sound odd coming from someone who wrote two books, especially two nonfiction books that were clearly directed at helping people learn how to be more effective in their sales and sales management efforts.

This may sound odd coming from someone who wrote two books, especially two nonfiction books that were clearly directed at helping people learn how to be more effective in their sales and sales management efforts. 

Content

Here’s the deal: Business writing has been popularized— pop business, if you will.

Here’s the deal: Business writing has been popularized—pop business, if you will.

Content

Much like pop culture and pop psychology, pop business is not really about digging deep and getting things done. It is about entertainment; perhaps “infotainment.”

Much like pop culture and pop psychology, pop business is not really about digging deep and getting things done. It is about entertainment; perhaps “infotainment.” 

Content

Is there anything wrong with that?

Is there anything wrong with that? 

Content

Of course not, unless people start to believe that “some single thing” that they read about in a blog post will change everything. Or that reading the book of that charismatic guy with the TED talk will help you instantly revolutionize your sales organization just as soon as you can work through the last page and those last precious drops of wisdom.

Of course not, unless people start to believe that “some single thing” that they read about in a blog post will change everything. Or that reading the book of that charismatic guy with the TED talk will help you instantly revolutionize your sales organization just as soon as you can work through the last page and those last precious drops of wisdom. 

Content

I’m sorry folks. It just doesn't work that way.

I’m sorry folks. It just doesn't work that way.

Content

How does it work?

How does it work? 

Content

Maybe I don’t know everything there is to know about learning, but let me share my experience as a salesperson back in the early 1990s.

Maybe I don’t know everything there is to know about learning, but let me share my experience as a salesperson back in the early 1990s. 

Content

I was really bad. I mean really, really, really bad.

I was really bad. I mean really, really, really bad. 

Content

With the goal of self-improvement, I read some books, listened to some audio tapes, and went to some lectures. I also asked my peers for help. At first, I took everything I learned and tried to do everything that was taught. But that didn’t work.

With the goal of self-improvement, I read some books, listened to some audio tapes, and went to some lectures. I also asked my peers for help. At first, I took everything I learned and tried to do everything that was taught. But that didn’t work. 

Content

To make a long story short, I realized that when I read a book, heard a tip, or attended a seminar, I should consider it a success if there was just one thing that I could actually use on a daily basis in my sales work. Over time, these single pieces of knowledge came together into a selling framework, and evolved into a selling system.

To make a long story short, I realized that when I read a book, heard a tip, or attended a seminar, I should consider it a success if there was just one thing that I could actually use on a daily basis in my sales work. Over time, these single pieces of knowledge came together into a selling framework, and evolved into a selling system. 

Content

Was I done?

Was I done? 

Content

Once I had a framework, I was able to take new information and place it in the context of the selling system even more quickly. I knew just where it went, what it replaced, and what to test it against.

Once I had a framework, I was able to take new information and place it in the context of the selling system even more quickly. I knew just where it went, what it replaced, and what to test it against. 

Content

The pursuit of excellence is not something you can achieve by just reading. You can’t do it by just doing the same thing over and over again either.

The pursuit of excellence is not something you can achieve by just reading. You can’t do it by just doing the same thing over and over again either. 

Content

If getting better at sales—or anything—is your goal, recognize that it is an iterative process.

If getting better at sales—or anything—is your goal, recognize that it is an iterative process. 

Content

Do your work, and do it with an open mind and a curious attitude. Every week read something, talk to others, or go to a seminar, or watch a video. It doesn’t matter what. If you are performing your work and feeding your mind, adjusting and testing and trying as you go, then you will improve.

Do your work, and do it with an open mind and a curious attitude. Every week read something, talk to others, or go to a seminar, or watch a video. It doesn’t matter what. If you are performing your work and feeding your mind, adjusting and testing and trying as you go, then you will improve. 

Content

Sometimes the learning will go quickly; sometimes slowly. But you will improve.

Sometimes the learning will go quickly; sometimes slowly. But you will improve. 

Content

Just do it!

Just do it! 

Content

In my books and training, I offer learners a framework. If you can develop a framework, then the new things you learn can be more easily put into context. But however you slice it, you have to DO something to learn something.

In my books and training, I offer learners a framework. If you can develop a framework, then the new things you learn can be more easily put into context. But however you slice it, you have to DO something to learn something. 

Content

You will learn faster if you feed your head as you go. But you can’t just feed your head, you have to DO. Your choice is whether to do the things you need to do to gain experience in a random way or in a methodical, systematic way.

You will learn faster if you feed your head as you go. But you can’t just feed your head, you have to DO. Your choice is whether to do the things you need to do to gain experience in a random way or in a methodical, systematic way.