Soft Selling in a Hard World: Plain Talk on the Art of Persuasion

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.

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 ZaniboniRE/MAX on the RiverNewburyport, MA 01950

I keep this book by the couch and periodically read a section (again) from it... it is like watching a John Wayne movie - you feel comfortable seeing it again. As a former accountant and software guy, this book helps bring together the separate tasks you need to follow as a methodology to complete a sale. I recommend it.

This book helped me develop my selling skill. I am an InternetMarketing Consultant ... and I deal with individuals and small tomedium size businesses. After reading and applying the lessons fromthis book, I learned the mechanical skills that are necessary to be aneffective salesperson. I can now focus more on the customer's problemsand recommend solutions at the least time and effort. I really likethe 90-second close. From getting appointments to actual signing ofcontract without the customer having to say yes to complete thetransaction. It works for me. For those who wants to get inspiredor wants to get entertained, this book is not for you. This book is100% how-to manual that should reside in your briefcase for quickreference.

Having read countless sales books, this has to be one of the best that I have ever seen. It is practical, an easy read, and lays out a workable and very effective sales technique. I use it with all of my sales representatives, even new reps, and they are able to implement it in the field immediately to be more effective. I have seen a definite improvement in the effectiveness of my reps after having rolled out this wonderful book!