You'll Never Get No for an Answer

When I met Jack in person five years ago, he exhibited the same ebullient personality that jumps out of these pages. He's confident, but self-deprecating, humorous but tolerant of others, and warm without being superficial. I wish these traits could be trained, because everyone who possessed them would be the consummate sales professional, as Jack is. Instead, what Jack does present in "You'll never get no for an answer" are traits, which can be trained and conceptualized. Take, for instance, two of my favorite concepts, "operating reality" and the "gap." In what is perhaps the most "other-directed" sales system developed, Jack defines the "operating reality" as the sphere of influence not of the salesman, but of the customer. Without taking the concerns of the customer into account, the salesman will fail. And, how many times have we seen salesman -- who tend to be egotistical to begin with -- stuck in their own operating reality. The idea of the "gap" -- the empty space in a conversation where "need" is identified and generated -- is the salesman's tool for accessing the customer's operating reality. The "gap" is a non-threating space or zone that is created by the salesman, that is during the conversation, where the customer and the salesman can find a mutual benefit. If the salesman can create the conditions for this "meeting of the minds," he won't "get no for an answer." Unfortunately, most salespeople don't allow for this "gap" to occur. Typically, there is virtually no gap between the time the customer finishes a sentence and the salesperson throws back a zinging close. So, Jack develops a method called "LAER," pronounced Layer, which forces the salesperson to "listen" first, "acknowledge" second, "explore" third, and "respond" last. In other words, Jack wants us to listen, listen, listen more and talk less. If you're in a rut or you're just getting started in sales, pick up this book and internalize it. It's at the top of my list!

Carew offers great insights into the "science" of selling so that the process is beneficial for both parties. He helps salesmen take the guess work out of their job.

I had the pleasure of reading this book a few years ago and have subsequently read many books on selling through the years. I have to say that this book remains the quintessential sales and communication book! Carew's writing style is easy to follow with real life anecdotes sprinkled throughout. Many "how to" sales books on the market try all to hard to be something they are not. That is, they are written in a style that appears to be purposely complicated or even "scientific." Thus, the sales or communication ideas in those books are never even attempted because people simply don't understand them! Let's be serious. True sales means that you will have to occasionally sit down face to face with someone and communicate with them. The better you are at communicating the more effective you will be in sales. Carew's book is simple yet highly effective. So much so that you can easily practice the sales methodology as it is introduced. I highly recommend it for anyone who sells or wants to communicate more effectively. This book will help the new sales representative as well as the self proclaimed "master of selling." Finally, this book was written to "mirror" the highly successful Dimensions of Professional Selling (DPS) workshop. You won't be dissapointed!