Book The Business: How To Make BIG MONEY With Your Book Without Even Selling A Single Copy by Adam Witty & Dan Kennedy

Author:Adam Witty & Dan Kennedy [Witty, Adam]
Language: eng
Format: mobi
Tags: General Fiction
Publisher: Advantage Media Group
Published: 2013-10-22T14:00:00+00:00

EIGHT

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HOW TO USE YOUR BOOK IN PERSONAL SELLING

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By Dan Kennnedy

As I’ve said elsewhere, it’s very beneficial not to be thought of as a salesman—and your book or books can be the golden master key to alternative, more advantageous positioning. Consider this: a friend calls to invite you to a dinner party. Which sounds better, that a fascinating author, the man who wrote the book about “X” will be there or a salesman will be there?

Beyond that, there are four specific spots where the right book can be beneficial to the person who ultimately makes a sale nose to nose, toes to toes, person to person, in home or office, such as insurance and financial professionals, chiropractors and dentists, cosmetic surgeons, dermatologists, interior decorators and home remodelers, landscape contractors, business consultants, software sales representatives, business bankers, and on and on. The four spots are:

• before the sale

• at and during the sale

• after the sale

• to facilitate referrals

So, one by one …

1. Before the Sale

The most stressful sales experience—for salesperson and prospect alike—is when the prospect is poorly prepared or entirely “cold.” The prospect is afraid, on guard, skeptical, cautious, and ill informed, so he can’t even confidently ask intelligent questions and therefore either raises uninformed objections, can’t see past the price, or just clams up. The salesperson is often hurried, overly aggressive, and anxious. All this is transformed when a salesperson has positioned himself in advance as an expert, an authority, and a celebrity, and the prospect has a basis for understanding the points the salesperson is going to make. For this, it’s hard to beat a book, solo or in the context of what I call a complete Shock ’n Awe Package with other media. I always deliberately delay even an initial telephone conversation, let alone an actual selling situation, until a prospect can be sent—by mail or Federal Express—such a package or at least a book, and be given a chance to review it. I teach clients in diverse businesses and professional practices to do the same.

But even if you insist on being a “cold-call cowboy,” as I once was some 35 or so years ago, your book can be a better ice breaker than a business card, brochure, or tin of cookies. In 1978, freshly relocated to Phoenix, I would walk into real-estate offices, insurance offices, car dealerships, and so on, and ask to see the sales manager, to discuss my speaking—for free—at their next sales meeting. It was dumb and primitive, but at the time I was a bit dumb, and I had more time on my hands than I did money, so shoe-leather marketing was the order of the day. I quickly discovered that handing the gatekeeper a copy of my book to take into the walled-off manager too busy to see any salesmen dropping by worked a whole lot better than handing over a trifold brochure. And when necessary, I left the book with a handwritten note, which generated return calls; leaving sales literature did not.

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