'Word Sell' Group Writing Project: What's Your Favorite Business Book?
July 1st 2007 02:12
I've just learned, through my friend Laura Spencer's Writing Thoughts blog, that Brad Shorr, at Word Sell is sponsoring a Group Writing Project through which he is seeking blog entries describing the blogger's favorite business book.
(I apologize that I'm a bit late in mentioning this project. I've been somewhat out of the blogging "loop" lately, since my new job has caused me to get a bit behind in my visits to my favorite blogs--not to mention in my posts to my own blog--for which I also apologize!)
However, I find the business book topic most intriguing--as I hope many of my readers will, as well--and I do have a business book (or, actually, two) that I, personally, have found helpful and worthy of recommending to others.
The first is a business classic, called Tested Sentences that Sell, by Elmer Wheeler. This is the book that popularized the motto, "Don't sell the steak--sell the sizzle!" This book is full of gems such as that one, which can help us learn just what it is that actually induces people to buy something--whether it be a vacuum cleaner, an insurance policy, a magazine article, or even an idea.
I read this book several years ago (though I still own an aging, fading copy), and it has helped me to understand that there is so much more to "salesmanship"--both in business and in life--than merely pointing out the actual (or factual) features of the "item" in question; there is the intangible, yet equally critical, emotional reward--the perceived benefit--that comes from receiving value, convenience, protection, comfort, enjoyment, prestige, or fun from ownership of the product--and this is the dimension that must be stressed if we hope to effectively influence our prospect to "buy" whatever it is we may be selling.
(This isn't to imply that the product itself needn't be of high quality. It would be difficult, at best, to generate "sizzle" over an inferior product. It is simply that the effective salesperson is the one who can help the potential customer envision the ways in which his or her life, happiness, or peace of mind would be simplified, improved, or increased by accepting ownership of the "product.")
Another timeless "sales" principle presented in this book is "Don't ask if--ask which!" A number of years ago, I was fortunate enough to see this principle in action, as I witnessed a co-worker, who was a "natural born" salesman, work his "magic" on his sales prospects each day. I hadn't yet read the book at the time; but I was nonetheless both amazed and impressed by this young salesman, who seemed the epitome of persuasive self-confidence. Years later, after I'd finally read the book, I recognized that young salesman's incredibly smooth, self-assured, and confident delivery as adeptness at this particular sales technique.
This book is a fascinating study of the various factors that combine to influence a customer to make the decision to buy. It is loaded with principles such as those already mentioned--in addition to a number of others which can give the business person a revealing glimpse into the inner motivations that--when properly handled and nurtured--will, often as not, induce the customer to buy.
Another business book that I have found to be quite insightful is Lions Don't Need to Roar, by D.A. (Debra) Benton. This is a newer book, published in 1992, which I also read a few years ago and which explains all the important principles for making and maintaining a favorable impression, properly relating to others, developing and communicating competence, and making it to the top in business. This volume is filled with gems of wisdom for creating success both in business and in life.
It's difficult to say precisely how much of an effect these books have had on my career; but I am certain that both have had an impact, helping me to understand a great deal more about the way the world of business works and enabling me to be better prepared for the challenges I face as I seek to fulfill my responsibilities with excellence.
If you are able to acquire either--or, better still, both--of these books, give them a read. You'll learn some timeless principles which will stand you in good stead in almost any area of endeavor!
Happy reading!
Jeanne
Did you enjoy this post? Don't leave me lonely--Please comment!
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Comment by Anonymous
Melissa R. Garrett
Really Long Link
Really Long Link
Comment by Jeanne Dininni
Writer's Notes
You're most welcome! I meant every word!
Thanks for dropping by!
Jeanne
Comment by tlcorbin-raginravensview
Coffee Quip
A Global Citizen
Paranormal Paranormal
Is Why
Alaska Chronicle
Comment by Jeanne Dininni
Writer's Notes
Thanks for dropping by and sharing the book that made a difference in your life! I appreciate your input!
Regards,
Jeanne
Comment by Anonymous
Thanks for sharing not one, but two, favorite business books! I think Brad's business book project is a worthy one.
Laura
WritingThoughts
Comment by brad shorr
Comment by Jeanne Dininni
Writer's Notes
Brad's project certainly is a worthy one! Just think of all the great books we can now try to squeeze into our already-packed schedules! LOL
(Guess I now have a new nickname--and I must say--I could certainly do worse!)
Jeanne
Comment by Jeanne Dininni
Writer's Notes
Thanks so much for your comment! I really appreciate your stopping by! Your project is a fascinating one and one I definitely enjoyed participating in! Thanks for the opportunity!
I never cease to be amazed at how applicable business principles tend to be to life in general!
Jeanne