Customer Reviews:
Good, but needs better editing.......2007-09-12
A good guide for the major marketing practices. However, the book still mentions Zaire as a country (instead of the Democratic Republic of Congo), as well as several other errors. Even though they are relatively minor errors, it makes the book lose credibility.
Outstanding Course Material.......2007-08-10
Marketing Management 12e is an excellent tool for the MBA student. It is concise and very informative, one I will keep in my library as a reference item from now on.
Marketing Management - NO CD.......2007-07-09
I gave this product a one-star rating because it did not include the necessary softward CD, and there was no indication of this fact. I returned the product without an issue, but it would have been nice for the description to indicate that the Marketing Pro 6.0 software was not included, as it would have saved me a lot of trouble.
Good Book to Learn Fundamentals on Marketing.......2007-06-12
Softcover book has cheaper pages which make the print sometimes harder to read. Otherwise book is good and it covers a good amount on Basic Marketing Concepts.
The Marketing Bible, But Ethically Challenged.......2007-06-08
When I did my undergraduate studies in the 1980's I remember my professor explaining that Kotler had been, at that point, "the" marketing text book for 20 years. I'm not sure, but Kotler may have invented the word "marketing." Decades later it remains the definitive book on marketing studies.
This version of the book is comprehensive, densely written while still being easy to read, logically structured, up to date with regard to case studies and technology, etc. I highly recommend this book as a marketing text and have tried, unsuccessfully so far, to get a few of my marketing friends who have not had the pleasure of reading this book, to put it in their bathroom or something and read a section here and a section there.
I have two knocks against this book. First, I find it to be a little lacking on the ethics side. There are many valid marketing techniques described which can be used, but which can also be abused. While the book does not ignore ethics altogether, I would have been more comfortable if along the way it highlighted that some of the practices described are not only "good ways to increase profit margins" but "are morally bankrupt" as well.
The second knock is that the authors have seemingly gone crazy and included dozens upon dozens of cutesy words various academicians, desperate for a lasting claim to fame, have invented out of whole cloth to describe things that didn't really need their own unique words. Some of my favorites:
Insourcing
Reintermediation
Unfocus Groups
Glocalization
Co-optation
Neither of these complains should detract anyone from buying this book because it is, in the end, the great marketing text of our era.
Average customer rating:
- Sales Dawgs------READ THIS BOOK
- A classic and one of the very best
- Highly effective technique in high-touch Sales
- How to Ask the Questions that Lead to Sales Success
- Ultimate Sales Model for Business to Business Selling
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SPIN Selling
Neil Rackham
Manufacturer: McGraw-Hill
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Similar Items:
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The SPIN Selling Fieldbook
-
Major Account Sales Strategy
-
Solution Selling: Creating Buyers in Difficult Selling Markets
-
Secrets of Question Based Selling: How the Most Powerful Tool in Business Can Double Your Sales Results
-
The New Strategic Selling: The Unique Sales System Proven Successful by the World's Best Companies
ASIN: 0070511136 |
Book Description
The international bestseller that revolutionized high-end selling!
Written by Neil Rackham, former president and founder of Huthwaite corporation, SPIN Selling is essential reading for anyone involved in selling or managing a sales force. Unquestionably the best-documented account of sales success ever collected and the result of the Huthwaite corporation's massive 12-year, $1-million dollar research into effective sales performance, this groundbreaking resource details the revolutionary SPIN (Situation, Problem, Implication, Need-payoff) strategy.
In SPIN Selling, Rackham, who has advised leading companies such as IBM and Honeywell delivers the first book to specifically examine selling high-value product and services. By following the simple, practical, and easy-to-apply techniques of SPIN, readers will be able to dramatically increase their sales volume from major accounts. Rackham answers key questions such as “What makes success in major sales” and “Why do techniques like closing work in small sales but fail in larger ones?”
You will learn why traditional sales methods which were developed for small consumer sales, just won't work for large sales and why conventional selling methods are doomed to fail in major sales. Packed with real-world examples, illuminating graphics, and informative case studies - and backed by hard research data - SPIN Selling is the million-dollar key to understanding and producing record-breaking high-end sales performance.
Customer Reviews:
Sales Dawgs------READ THIS BOOK .......2007-10-13
There are literally 1000's of sales books out there, but this is like no other. Its not so much a 'how to' book, but more like 'The Millionaire Next Door' for sales. Here is what the top producers do, here are the facts, do whatever you want, we don't care. Not fancy closes, secret words to put in your presentation, nothing like that. It truly is like no other sales book and I have listened to the audio version 3 times since I bought it and have picked up something new everytime.
A classic and one of the very best.......2007-09-02
SPIN is a classic, one of the books that revolutionized professional selling. It amazes me to read some of the negative reviews of this book posted here. Some of this I attribute to lack of knowledge of the history of our "profession," which bears few hallmarks of being a profession yet. Can you get a four year college degree in SELLING, the one thing every business must do well to survive, let alone prosper? Except for programs at a small handful of universities around the country, the answer is NO. Do we have peer-reviewed journals in our profession? NO. Do we have accepted standards and professional certification? NO.
What Neil Rackham, a behavioral researcher, did for selling was huge. He applied the techniques of research and analysis to our profession. Until then, no one could say definitively that "always be closing" was bad advice. But in business to business selling, in high-tech selling to educated professionals, the "ABC's of selling" is only one of many pieces of bad information that passed for "wisdom" before Rackham showed them up for what they were. Such sales tactics are the reason salespeople have been saddled with negative stereotypes.
Some reviewers condemn Rackham by saying that companies cited, such as Kodak, IBM, and Xerox have suffered business reversals since this book came out. Sorry folks, but good salespeople using good selling techniques will not, alone, save your company. MANY companies that were at the top of their industries in the 1970s and 1980s are either out of business or have suffered serious reversals in the years since. That is a different issue altogether, and if you are looking for explanations try STRATEGY books like "Good to Great" by Jim Collins or "Strategy" by Michael Porter. Someone on this site said that IBM's loss of computer business to other PC makers was evidence of the failure of SPIN...totally ridiculous. IBM passed on the operating system that became DOS, which in turn became the engine fueling MicroSoft's ascent to the heights. In hardware manufacturing IBM ignored lots of evidence that a paradigm shift was underway and PCs were becoming commodity items.
The negative reviewers are looking for a silver bullet in many cases: SPIN will not transform you into a president's club winner by reading it. It is how you apply and practice it that will enable your success. Becoming expert in the use of this simple framework requires work and thought. What Rackham showed us is that the WORDS we use are important, along with HOW WE USE THEM. We must understand THEIR goals and focus on being part of THEIR success if we are to be successful in a sustainable, long-term partnership. Also that we must not be manipulative or treat other people (aka "customers" or "prospects") in ways we would not want to be treated ourselves. The acronym "SPIN" was coined before Washington politicians gave the word the negatie connotation it now has.
SPIN is not the only good refenence book for salespeople, but it is a landmark book, the result of research that has not, to my knowlege, been replicated since. It should be a held in great esteem by any sales professional. Rackham's concept of an "Advance" as an objective way to measure the progress of a sales call is, alone, worth the price of this book.
By the way, I have been in sales for 30 years, as a salesperson, sales manager, and director of training for a Fortune 500 company. I still have a lot to learn. But one thing I do know: there is tremendous value in this book for any salesperson with an open mind and the desire to continue growing, learning and improving as a sales professional.
Highly effective technique in high-touch Sales.......2007-07-19
This book is a simple guide to improve your effectiveness as a sales professional in high-value direct enterprise sales situations. Regardless of culture and language, people on the other side of the table from a sales person have an instinctive judgment to mis-trust any characteristic that seems contrived or unnatural. Genuineness is a pre-requisite. Therefore, like with any sales theory, rote learning and implementation of the theory is futile. Having said that, internalizing the fundamental premise of this book in my everyday life as a sales-person has been rewarding over the years and across geographies, cultures, languages and types of product/service being sold.
SPIN selling goes well with approaches that talk about Values-Based Selling, Solution Selling and Rackham's own Major Account Sales Strategy.
Huthwaite (Rackham) has done a phenomenal job of monetizing this simple concept by way of selling sales training and books. However, you may find the book too "salesy" at times. It is common idiom with any good speech, presentation or book; first you tell them what you are going to tell them, then you tell them, then you tell them what you told them. The book does a great job of steps 1 and 3, but leaves you wanting more in step 2.
The basic concepts about stages of a sales call, focus on customer needs and benefits, situation-problem-implication-need-payoff line of questioning, objection handling/prevention, sound closing techniques and post-sales are well articulated. The promise of increasing effectiveness in "major sales" is largely fulfilled. However, the emphasis on "it's based on research" goes unsubstantiated for the most part. You find the author insisting that "it's based on research" and providing simplistic graphs "based on research" than actually providing rigorous insights into the research. It also does not help that business theory is presented as a first person narrative. Blurs that fine line between theory-based opinion and opinion-based theory.
All said, the technique is highly effective and serves as a great foundation for approaching sales calls at various stages in the cycle. I've found myself going back to this book multiple times over the years. Always a good sign for books that you want to own rather than just read once.
How to Ask the Questions that Lead to Sales Success.......2007-06-30
The sales guru Zig Ziglar once said "People don't care how much you know until they know how much you care." To me, that means that you've got to understand people before you can persuade them. If you're to understand someone, they have to talk to you. And the best way to get them to talk is to ask questions. But are there some questions that are more highly correlated with successful selling than others?
Published in 1988 and still one of the best researched sales books on the market, SPIN Selling by Neil Rackham has the answer: Yes, some questions do increase your chances of sales success more than others. More importantly, these client interviews- what SPIN Selling calls the Investigation stage- have the greatest effect on the outcome of the sale. The book outlines the four types of questions that salespeople ask during the Investigation stage:
Situation: What is going on here? How do things work?
Problem (Pain Points): What are the problems you are experiencing?
Implication (Implied Needs): What effect do these problems have on results (cost, quality, delivery, customer service)?
Need-Payoff (Explicit Needs): What improvement in results could you make by resolving these problems with these specific capabilities (perceived value)? Are there other benefits? How important are these benefits to you?
(From page 91) "The SPIN model taps into the psychology of the buying process: buyers' needs move from Implicit to Explicit. The questions provide a roadmap for the seller guiding the call through the steps of need development until Explicit Needs have been reached. The more Explicit Needs you can obtain from buyers, the more likely the call will succeed."
Following the model gets customers to tell you how what you're selling helps them. It makes you partners instead of opponents in the value discovery process. And by helping clients develop the benefits in their own words, you avoid objections and make it easier for clients to sell internally for you.
Ultimate Sales Model for Business to Business Selling.......2007-06-25
I speak around the world on lead generation and SPIN Selling" to give you a roadmap on how to master business to business selling.
There is no other resource I can think of where you can "easily perfect" your selling approach and strategy.
Neil gives you step-by-step plan that anyone can follow in their quest to excel at selling their products or services.
The one caveat is I would adopt the "SPIN" Model to "SPAIN" with the "A" emphasizing "Agitate" to put more focus on what the problem is costing your prospect without your specific solution.
I would also add that the SPIN Field Book is a great resource.
Joe Heller, Trust Cycle Selling
Book Description
Mark Twain once observed, “A lie can get halfway around the world before the truth can even get its boots on.” His observation rings true: Urban legends, conspiracy theories, and bogus public-health scares circulate effortlessly. Meanwhile, people with important ideas–business people, teachers, politicians, journalists, and others–struggle to make their ideas “stick.”
Why do some ideas thrive while others die? And how do we improve the chances of worthy ideas? In Made to Stick, accomplished educators and idea collectors Chip and Dan Heath tackle head-on these vexing questions. Inside, the brothers Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the “human scale principle,” using the “Velcro Theory of Memory,” and creating “curiosity gaps.”
In this indispensable guide, we discover that sticky messages of all kinds–from the infamous “kidney theft ring” hoax to a coach’s lessons on sportsmanship to a vision for a new product at Sony–draw their power from the same six traits.
Made to Stick is a book that will transform the way you communicate ideas. It’s a fast-paced tour of success stories (and failures)–the Nobel Prize-winning scientist who drank a glass of bacteria to prove a point about stomach ulcers; the charities who make use of “the Mother Teresa Effect”; the elementary-school teacher whose simulation actually prevented racial prejudice. Provocative, eye-opening, and often surprisingly funny, Made to Stick shows us the vital principles of winning ideas–and tells us how we can apply these rules to making our own messages stick.
Customer Reviews:
Good read.......2007-10-24
I really liked this book, it presented some interesting ideas that seem to keep popping into my head in everyday life. It read a little slow for me but I'd still recommend it to a friend.
The art and science of devising ideas that have impact and endurance.......2007-10-23
This is one of the most entertaining as well as one of the most thought-provoking and informative books I have read in recent years. Chip Heath and his brother Dan examine an especially important challenge to everyone who struggles to formulate and then communicate ideas that "stick": That is, ideas that "are understood and remembered, and have a lasting impact - they change your audience's opinions or behavior." Extensive research indicates that each of us receives several thousand messages each day from various print and electronic media as well as from those with whom we have direct contact. These competing messages create "clutter" that is increasingly more difficult to penetrate.
Others have already explained why they hold this book in high regard. Here are three reasons of mine. First, the Heaths brilliantly explain how to nurture ideas that will succeed by penetrating the clutter and then sticking in a "noisy, unpredictable, chaotic environment." They stress the importance of simplicity (i.e. "finding the core of the idea"), of surprise to attract attention and then interest to keep that attention, of concreteness ("language is often abstract, but life is not abstract"), of credibility (hence the importance of verifiable details), of emotion (i.e. making people care), and of storytelling that provides stimulation (knowledge about how to act) and inspiration (motivation to act). The Heaths' own explanation of all this "sticks" because it possesses the same qualities to which the acronym SUCCESs refers: their explanation is guided and informed by Simple Unexpected Concrete Credible Emotional Stories.
Also, I greatly appreciate the Heaths' use of real-world situations that demonstrate why some ideas "stick" and most others don't. For example, in Chapter 5, the Heaths examine efforts to reduce litter in Texas. The state was spending $25-million a year on cleanup and costs were increasing 15% a year. Efforts to encourage better behavior (such as use of "Please Don't Litter" signs and roadside trash cans marked "Pitch In") weren't working because they weren't effective as appeals to emotion. What to do? How and why "Don't mess with Texas" stuck is best revealed within the narrative. My point now is that this and dozens of other examples give a stickiness to the Heaths' key points. Again, how they organize and present their material penetrates the clutter that (at last count) 432,367 books on communication offered by Amazon have helped to create...and that number does not include seminars, workshops, CD, DVDs, Web sites, and articles.
Key Point: Whether devising a campaign to eliminate litter or writing a book about penetrating clutter, ideas must "stick" to have any visibility and "traction" to have any impact. I agree with Thomas Edison: "Vision without execution is hallucination."
My third reason is an entirely personal one: I like to be entertained while reading a non-fiction book about effective communication. The Heaths share their insights with a light, almost playful touch. They seem to have a robust sense of humor. They not only know their stuff, they thoroughly enjoy sharing what they have learned. And they constantly cite sources that have helped them to increase their understanding of "why some ideas survive and others die." Three in particular are worth noting here: Robert Cialdini on the importance of using mysteries to reach "a higher level of unexpectedness," Robert McKee on the importance of using curiosity to fill the intellectual need to answer questions and close open patterns, and Gary Klein on how stories "illustrate causal relationships that people hadn't recognized before and highlight unexpected, resourceful ways in which people have solved problems." I highly recommend Cialdini's Influence: The Psychology of Persuasion, McKee's Story: Substance, Structure, Style and The Principles of Screenwriting, and Klein's Sources of Power: How People Make Decisions and more recent The Power of Intuition: How to Use Your Gut Feelings to Make Better Decisions at Work.
I wholly agree with Chip and Dan Heath that, contrary to what many people may believe, almost anyone can craft ideas that make a difference. "And that's the great thing about the world of ideas - any of us, with the right insight and the right message, can make an idea stick." In this volume, the Heaths share all they have learned about how to do that. To paraphrase Henry Ford, whether you think you can or think you can't...you're right.
Essential Reading for Ad Execs.......2007-10-18
Essential reading for ad execs. Gets to the heart of the matter. Gets inside peoples heads... Highly recommended... and no one paid me to say this!
Monumental.......2007-10-14
There are few books I will classify as good, even less as very good, and positively a very, very few books I would call great. This one falls into that last category.
It's simple, the question these two authors (and brothers) set out to answer: what makes some ideas so memorable that, across time and space, they are never forgotten? I grew up in west Africa and as a child, even I had heard the Kidney Story used as one example.
While the question is a simple one, it is not easy. After what I think must have been an incredible amount of research, the brothers Heath have answered in an elegantly simple way: according to them, there are a few characteristics (as a mnemonic, they spell SUCCES) of "sticky" ideas.
This is literally an eye opening book for me and I cannot recommend it more. I'll be rereading this book every few months.
A valuable tool for anyone who has to communicate -- that is, everyone!.......2007-10-09
As a general rule, I don't enjoy "pop-business" titles. But Made to Stick defied all expectations. Lively and useful examples illustrate the authors' different points. The advice is practical and applicable to a variety of situations. It's not just about writing better. It's an improvement on all ways of communicating: to an audience, to co-workers, to clients, etc.
Excellent work.
Book Description
The 11
th edition of this popular text continues to build on four major marketing themes: building and managing profitable customer relationships, building and managing strong brands to create brand equity, harnessing new marketing technologies in the digital age, and marketing in a socially responsible way around the globe. Thoroughly updated and streamlined, Principles of Marketing tells the stories that reveal the drama of modern marketing, reflecting the major trends and forces that are impacting this dynamic and ever-changing field.
Topics include: the marketing environment, managing information, consumer & business buyer behavior, segmentation, targeting, and positioning, branding strategies, distribution channels, advertising and sales promotion, direct marketing, and the global marketplace.
An excellent tool for anyone in marketing and sales, whether self- or corporate- employed.
Customer Reviews:
Principles of Marketing continues its tradition of being the best. Reviewed by: Adam Platts.......2006-09-28
Principles of Marketing by Philip Kotler continues to be an excellent marketing reference. The 11th edition (2005) is an impressive example of good organization and instructional thoughtfulness. Principles of Marketing is an excellent, enjoyable, and practical book that sheds light on what marketing really means in the US and Global environments.
Reviewed by: Adam Platts, Northridge
Very Helpful !!.......2005-10-24
Highly recommended for those who are new to Marketing.
There are so many examples which help to understand the theories much more easier.
MKT 301 - Textbook.......2005-09-06
The same great quality of a hardback in a paperback for less then half the price. Who can beat that?
Principles of Marketing by Philip Kotler and Gary Armstrong.......2005-08-05
I have used Principles of Marketing by Philip Kotler in my university days of the 1980s when I was learning the basics of marketing. It is gratifying to note that my favourite marketing reference book has been kept up to date. The latest international edition, the 11th edition (2005) is really the top quality book that one would expert of Kotler and his colleague.
"Principles of Marketing" is an excellent textbook on the current marketing trends. It is an enjoyable and practical book. After reading the book, one will really understand that marketing is all about understanding the customer needs and finding solutions that delight the customer. The reader will come to appreciate that marketing is a philosophy of doing business for those organisations that are going to thrive in the current highly competitive global markets.
This delightful book should be very useful for both newcomers to marketing and for those like me who studied marketing years ago and are at the risk of being left behind by the current marketing trends that exploit the vast opportunities presented by the internet.
Book Description
This reader-friendly marketing book conveys timely and relevant material in a dynamic presentation of how marketing concepts are implemented, and what they mean in the marketplace. It introduces marketing from the perspective of real people making real marketing decisions at leading companies every day. Learners will come to understand that marketing is about creating value–for customers, for companies, and for society as a whole-and they will see how that is accomplished in the real world.
A five-part organization covers making marketing value decisions
, identifying markets and understanding customers' needs for value, creating the value proposition, communicating the value proposition, and delivering the value proposition.
For individuals interested in a career in marketing.
Customer Reviews:
bad condition.......2007-01-09
I bought a book from Textcellar and it said on the listing that the book was in a great condition. I paid $50 for the book and it looked like a $5 book. Very bad condition. Looks very badly handled and pages torn off on the corners. If you say it looks like new, it should look like new. I don't think I am gonna buy from you next time.
An excellent Intro to Marketing Text.......2002-12-25
This text gives a great overview of the many aspects of marketing. The text explains all aspects in great theoretical detail with an abundance of real world examples to clearify each point. The text is up to date and the real people, real decisions stories are quite interesting and fitting to the subject of their respective chapters.
The book was easy to read and all important points are highlighted and defined in the page margins.
The study guide which comes with the text helps students remember the key points of each chapters by providing a brief summary of the chapter followed by a number questions of all different types.
This is the second administration text book that I have bought from Pearson Education and I would recommend this book for anyone who is taking or planning on taking an introduction to marketing course at the University or College level or even for those who just wish to know more about the topic of marketing.
Customer Reviews:
Flipping homes.......2007-10-10
Two books that I think really are helpful if you're learning about real estate investing are this book, FLIP: How to Find, Fix, and Sell Houses for Profit and Dean Graziosi's Be A Real Estate Millionaire: Secret Strategies for Lifetime Wealth Today
Chock full of knowledge.......2007-08-15
I bought this and another highly reviewed book on flipping and this book was vastly superior. It contains a wealth of information about every phase of flipping a property, including detailed information on how to calculate quiet costs, good rules of thumb for rehab costs, and detailed lists of what is involved in a rehab and the correct order to undertake them in. They have obviously flipped a lot of houses and have condensed their experience into extremely helpful lists and formulas that anyone can benefit from.
I could have done without the fictional storyline that accompanies each chapter, but since you can skip it without losing anything, I'm not docking their score.
This Book Is An Excellent Investment.......2007-08-08
I've been interested in flipping houses since I first heard of the concept about 10 years ago. I just never knew where to start. This book walks you through the entire flipping process. It's written in an easy to follow, logical start to finish format. There are formulas for calculating all your costs and your profit before you even make an offer on a house. Outstanding book! I highly recommend it to anybody who wants to get started in house flipping.
Good reference, not very well written.......2007-07-12
First, I must say that this is so far the best book I have read on this subject. The authors seem to be very experienced and knowledgeable in the field of rehabbing homes. I am very pleased with what I got for $15 (or whatever I spent). I feel that with this book, I could successfully FLIP homes. My first primary home was a fixer upper, and I did pretty much all of the work myself. I turned a nice profit when I sold it, but I think that I could have done better had I known then what I know now.
There was not a lot of information that was new to me, but the book did bring together a variety of related topics. Likewise, the authors presented a few smart systems for completing the project.
The reason I gave this book only 4 stars is that I don't like the writing style of the authors. This book could have easily been 150 pages or less. The font was a little big, and there was WAY too much worthless text, random anecdotes, and stupid analogies. One page in particular was about Punxsutawney Phil...it wasn't until the third or fourth paragraph that the author crafted some way of connecting that to flipping houses.
Overall an excellent book worth every penny (the authors need to stick to flipping houses though). I wish I could get my friend who has recently jumped headlong into rehabbing houses to read this book...
Best book of it's kind.......2007-06-14
I am a small time real estate fix and flip investor. I have read many books on this subject and this is by far the best.
Average customer rating:
- Uniquely Creative
- Little Red Book with BIG ideas!
- One of the best Sales Training books ever
- The Little Red Book of Selling
- A small, fun-to-read book that will improve your career
|
Little Red Book of Selling: 12.5 Principles of Sales Greatness
Jeffrey Gitomer
Manufacturer: Bard Press
ProductGroup: Book
Binding: Hardcover
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Little Red Book of Sales Answers: 99.5 Real World Answers That Make Sense, Make Sales, and Make Money (Jeffrey Gitomer's Little Books)
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Little Gold Book of YES! Attitude: How to Find, Build and Keep a YES! Attitude for a Lifetime of SUCCESS (Jeffrey Gitomer's Little Books)
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ASIN: 1885167601 |
Book Description
Salespeople hate to read. That's why Little Red Book of Selling is short, sweet, and to the point. It's packed with answers that people are searching for in order to help them make sales for the moment--and the rest of their lives.
Customer Reviews:
Uniquely Creative.......2006-12-13
The red book of selling is a very unique sales book. My first Gitolmer book and I have to say that I am in awe at the way information was laid out and the way in which the book was presented. He gets a 9/10 for creativity and design.
The information in the book is no less. I felt very `pumped up' after reading it. It may be Gitolmer's inspirational yet witty writing style that I could relate to.
The content isn't deep however the coverage is quite comprehensive. Overall a very good sales book, one that I will definitely re-read over the years.
Little Red Book with BIG ideas!.......2006-12-11
Great book! Motivational with enough sales techniques to improve any seller's performance. As a sales manager in the competitive world of wireless I'm always seeking a better and faster way to get performance from my team. This book gives practical ideas that can be implemented right away to increase sales. For example page 145 begins the section on how to create an irresistable voicemail message that will make you stand out from your competitors and get the sale. We tried it with very good results.
I also like this book because it's written with the working salesperson's time schedule in mind. Easy to read. Easy to carry. The cloth cover makes it durable in the field. No flimsy soft cover to worry about here. A good thing because you'll be referring to it often during your sales career.
If you're serious about selling success add "Little Red Book of Selling" to your sales library. Act on the priciples and ideas and you too will discover why people hate to be sold but they love to buy.
One of the best Sales Training books ever.......2006-12-02
I buy this book for every sales person I hire. Its a bench mark of what every sales person has to do to be a success. Jeffrey goes through all the steps required for any sales person to be truely great in this profession.
If you are thinking about going into sales read this book. He will tell you what it will take for you to be successful.
The Little Red Book of Selling.......2006-11-03
The book is exciting and entertaining. But nothing different from the usual. Also, the techniques presented are too vague and lack a systematic approach. If interested on such topics SPIN selling by Huthwaite is probably the best book on the subject.
A small, fun-to-read book that will improve your career.......2006-10-10
If you had to choose one skill that you would consider the most important for an entrepreneur to possess, what would you choose? I'm sure many different opinions exist. But if you ask me, the most important skill for an entrepreneur to possess is the ability to sell him or herself -- to present him/herself in a way that attracts others.
Whether you're literally selling a product door-to-door or just socializing at a party, it doesn't matter. You're always selling, and the more skilled you become at selling, the more successful you'll be as an entrepreneur. Now, just between you and me, I'm not that great at selling yet. But I want to become great. So what should I do? Right! I should learn from someone who is already great.
I'm going to recommend someone to you in a moment, but first let me ask you a question. Have you ever wanted to learn a new skill and wished there was a quick, easy, painless way to do it? If so, we have a lot in common, and I know of a special book that should be on the top of your to-read list. It's called The Little Red Book of Selling, and it's written by Jeffery Gitomer.
Jeffery Gitomer is known as one of the best salesmen in the world, and his writing shows it. This small, fun-to-read book will have your mind buzzing with excitement over the cool tips you'll discover within. Each page is plastered with fresh, practical, powerful information that you can apply to see immediate results. Here are a few of the ideas Mr. Gitomer presents:
-The Two Most Important Words in Selling
-What to Do When You Can't Seem to Get a Sale
-How to Use Humor to Make Sales Easy
-The 21.5 Best Places to Network (and the secrets to doing it successfully)
-How to Know When You're Wasting Your Time
-Much More...
It was just last weekend that a collegue suggested that I read The Little Red Book of Selling - and I'm glad he did! By now my recommendation to you should be obvious. Pick up a copy of your own -- every entrepreneur should.
Book Description
"The Long Tail" is a powerful new force in our economy: the rise of the niche. As the cost of reaching consumers drops dramatically, our markets are shifting from a one-size-fits-all model of mass appeal to one of unlimited variety for unique tastes. From supermarket shelves to advertising agencies, the ability to offer vast choice is changing everything, and causing us to rethink where our markets lie and how to get to them. Unlimited selection is revealing truths about what consumers want and how they want to get it, from DVDs at Netflix to songs on iTunes to advertising on Google. However, this is not just a virtue of online marketplaces; it is an example of an entirely new economic model for business, one that is just beginning to show its power. After a century of obsessing over the few products at the head of the demand curve, the new economics of distribution allow us to turn our focus to the many more products in the tail, which collectively can create a new market as big as the one we already know. The Long Tail is really about the economics of abundance. New efficiencies in distribution, manufacturing, and marketing are essentially resetting the definition of whats commercially viable across the board. If the 20th century was about hits, the 21st will be equally about niches.
Customer Reviews:
Fabulos... indispensable para entender la nueva realidad de internet.......2007-10-08
Este es un libro estructural. Ayuda a comprender la forma en que trabaja la economia a la luz de los avances de internet.
Pero tambien es un placer leerlo, lenguaje claro, ejemplos relevantes. Un lujo.
Good article, stretched out to a padded book.......2007-09-26
This book started off as an article in Wired Magazine, and it was an excellent one. But Anderson must have decided to cash in, because the book doesn't add anything that wasn't covered in the article itself. It's not a complex concept.
Read the article on the Wired website. Then go spend your money on something from a tiny niche market.
One Trick Pony.......2007-09-09
This is one of those books that has one, keen insight and then takes one hundred + pages to say the same thing over and again. The keen point is indeed interesting. It just does not a complete book make. My $.02 !!
Good book for the startup entrepreneur in the 21-century .......2007-08-20
This is an insightful book into the today's world of retail business. Cool examples of how the Internet has leveled the playing field for many small businesses and artist.
Looking at it from the point of view of the producer and not the consumer or the retailer .......2007-08-16
I am not much of a business mind but I think I get the picture here. Instead of twenty percent of the product bringing in eighty percent of the revenue ninety- eight percent of the product is going to bring in all the revenue. Having so much available, and having ready access to it means sales no longer concentrate on a relatively few items. Freedom of choice abounds, niches multiply, Alvin Toffler is happy, future shock is no longer shocking, customization is here forever, and we all can have anything we want as long as we are able to pay for it.
Good. But I think of this in another way. Does this mean that 'value' also will not be centered as we ordinarily center it in the great works, the masterpeices, the few chosen ones? Does it mean our whole conception of valuing cultural goods will change, and a few big things will be less worshipped while many more appreciated? In other words will deTocqueville be happy here because 'equality' is in the saddle and mankind has many little good things, instead of the aristocracy only having a few?
And what does that mean for creators of culture? As a writer can I now happily post my unpublished writings with the thought that perhaps a few will read them, where before none did. In other words a moneyless long- tail is still a long- tail.
I don't know. But I do sense Anderson has hit on to a new truth here which will have all kinds of implications better business people than me will have to see.
Book Description
Marketing, 8e by Kerin, Hartley, Berkowitz, and Rudelius continues a tradition of leading the market with contemporary, cutting-edge content presented in a conversational student-oriented style, supported by the most comprehensive, innovative, and useful supplement package available. This text and package is designed to meet the needs of a wide spectrum of faculty—from the professor who just wants a good textbook and a few key supplements, to the professor who wants a top-notch fully integrated multimedia program.
Customer Reviews:
Comprehensive overview of marketing fundamentals!!! .......2007-08-21
This book was actually used as a textbook for an online course Essentials of Marketing. The marketing fundamentals are divided into 5 parts; (i) Initiating the Marketing Process, (ii) Understanding Buyers and Markets, (iii) Targeting Marketing Opportunities, (iv) Satisfying Marketing Opportunities and (v) Managing the Marketing Process.
Part I lays the foundation for the entire book, explaining what marketing and strategic marketing process are, and relate the importance of environmental, ethical and social responsibility factors to the marketing actions. It mentions briefly the use of BCG (Boston Consulting Group) business portfolio analysis to quantify performance measures and growth targets to analyze a firm's business units. Similarly firms can also view growth opportunities using the market-product analysis. The 3 key phases in a strategic marketing process (planning, implementation and control) are introduced. More details on each step in the planning phase is provided, such as SWOT (strength, weakness, opportunity, threat) analysis, environment scanning, market-product grid, market segmentation, target markets, developing the marketing program 4Ps( product, price, place / distribution, promotion), budgeting, etc.
Part II discusses on the ultimate consumer and organizational (industrial, reseller, government) markets and buyer behavior. The NAICS allows the classification or common industry definitions of industrial, reseller and government markets for Canada, Mexico and US. The breakdown or definition of the NAICS is shown in detail. On a global perspective, the dynamics of the world trade is discussed. Porter's diamond of national competitive advantage shows the 4 key elements affecting world trade; factor conditions, demand conditions, related and supporting industries and company strategy, structure and rivalry. Further on, 4 global market-entry strategies are discussed next; exporting, licensing, joint venture and direct investment, in terms of the marketing mix (product, promotion, distribution and pricing) strategies.
Part III discusses the key marketing methods and then focuses on the marketing efforts on those key segments most likely to buy the product. The role of marketing research and the 5-step marketing research approach leading to marketing actions are defined. From the market research conducted, the 5-steps in segmenting and identifying the target markets, product positioning and sales forecasting techniques can be performed.
Part IV covers the 4Ps of the marketing mix that can be used to implement the marketing program. It provides correlation of the stages of the product life cycle (introduction, growth, maturity and decline) to the specific marketing objective (gain awareness, stress differentiation, maintain brand loyalty and harvesting/deletion) and the characteristics of the product, price, promotion and place strategy. 3 ways can be used to manage a product through its life cycle; modifying the product, modifying the market and repositioning the product. A brief discussion is on branding and brand management. The differences between products and services are highlighted. The 6 steps in setting price are discussed next. A few factors will affect the pricing decisions such as the type of competitive market (pure monopoly, oligopoly, monopolistic competition, pure competition), the pricing objectives and constraints, the estimation of demand and revenue, the determination of cost, volume and profit relationships, etc. Various pricing strategies such as skimming, penetration, prestige, bundle, standard markup, cost-plus, target return on investment, loss leader, etc can help to select an approximate price level. Following this, the marketing channels of distribution is discussed next. The channels' terminologies (broker, wholesaler, retailer, distributor, dealer), functions (transactional, logistical, facilitating), structure (direct versus indirect channel) and organization (traditional, vertical marketing system) are introduced. An entire chapter is dedicated to supply chain and logistics management. This section concludes with the promotion factor of the marketing mix. The concept of integrated marketing communications (IMC) is introduced as designing marketing communications programs that coordinate all promotional activities (advertising, personal selling, sales promotion, public relations, direct marketing) to provide a consistent message across all audiences. Guidelines are given on developing an IMC program. Since selling must be managed if it is going to contribute to a firm's marketing objectives, the sales management process is next explained.
The last part, part V, shows how marketing weave a myriad of controllable (4Ps of the marketing mix elements) and uncontrollable (environmental scanning) factors into interactive, traditional and multi-channel marketing programs. Among the marketing channels available, interactive marketing allows for interaction, individualization and customer relationship building through the choices of choiceboards, collaborative filtering, etc. The 3 phases (planning, implementation, control) in the strategic marketing process are again reviewed. Under planning phase, 3 marketing planning frameworks can be used; Porter's generic strategies, profit enhancement options and market-product synergies. Guidelines are provided for an effective marketing plan. As for the implementation phase, there is a need to schedule precise tasks, responsibilities and deadlines, as well as a marketing organization. The final control phase involves measuring results using sales analysis, profitability analysis and ROI marketing, and ends with taking appropriate marketing actions.
Overall, each chapter guides you on writing individual sections of the marketing plan. An example of a marketing plan is provided in Appendix A. In addition, there are case studies based on actual companies' experiences. Since finance is intertwined within marketing concepts, Appendix B gives an introduction into the financial aspects of marketing. In addition, this book pinpoints to a few websites where you can obtain more information such as www.supplychainbrain.com, www.census.gov, etc.
One of the setbacks is on the topic of building a price foundation. This book elaborates only on the demand curve, with no mention on the supply curve at all. Since pricing is based on the laws of supply and demand, I feel the supply curve needs to be taken into account as well. Another setback is the book does not delve deep into each subject matter. As an example, for pricing, this book highlights various methods of pricing such as price penetration, price skimming, target return on sales, cost-plus or standard markup. It provides definitions and only brief elaborations. For further understanding, other specialized resources have to be used such as courses or books on pricing, etc.
Nevertheless, this book is highly recommended for someone who is interested to gain an initial understanding on marketing.
Easy read.......2007-06-08
This is a great marketing and management book, easy to read, up to date examples and study cases. The website also provides videos of the cases if you don't like to read.
Marketing book.......2006-11-06
The book was received in great condition. There was no CD in it as I expected, but the overall purchase was very pleasant. Thank you.
Excellent Overview of marketing for undergrads.......2006-08-08
This book is an excellent resource for undergraduate marketing classes. The teacher materials (videos and cases) are solid and interesting. I have used this textbook for several years with great success.
I would like to see a bit more work in the book on B2B E-Commerce, which is so important as a business driver today.
Excellent topics with real-life samples.......2006-05-16
I love to read this book. The book contains interesting topics for basic marketing. However, it's a bit pricey on the shelf.
Average customer rating:
- Little Gold Book of Yes! Attitude
- Excellent Book in Gitomer's latest
- Not Impressed
- I have to admit... it's helpful
- Yes Attitude
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Little Gold Book of YES! Attitude: How to Find, Build and Keep a YES! Attitude for a Lifetime of SUCCESS (Jeffrey Gitomer's Little Books)
Jeffrey Gitomer
Manufacturer: FT Press
ProductGroup: Book
Binding: Hardcover
General
| Business & Investing
| Subjects
| Books
General
| Sales & Selling
| Marketing & Sales
| Business & Investing
| Subjects
| Books
Techniques
| Sales & Selling
| Marketing & Sales
| Business & Investing
| Subjects
| Books
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Little Green Book of Getting Your Way: How to Speak, Write, Present, Persuade, Influence, and Sell Your Point of View to Others (Jeffrey Gitomer's Little Books)
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Little Black Book of Connections: 6.5 Assets for Networking Your Way to Rich Relationships
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Little Red Book of Sales Answers: 99.5 Real World Answers That Make Sense, Make Sales, and Make Money (Jeffrey Gitomer's Little Books)
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Little Red Book of Selling: 12.5 Principles of Sales Greatness
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Customer Satisfaction is Worthless, Customer Loyalty is Priceless: How to Make Them Love You, Keep You Coming Back, and Tell Everyone They Know
ASIN: 0131986473 |
Customer Reviews:
Little Gold Book of Yes! Attitude.......2007-10-13
This book will draw attention to you as you laugh out loud, nod your head and look for a pen to underscore sections, take tests and rate your own attitude. It is a fast, fun read. Gitomer puts into perspective your relationships - those that are good and valuable and those you might want to shed for better ones. It will also encourage serious soul searching while breaking up the weighty thoughts with plenty of comic relief.
Excellent Book in Gitomer's latest .......2007-09-27
I think this is a great book for anybody that needs an attitude adjustment or not. It is just a very good book with exercises in the book to help you realize what you are doing that could be setting you back or negative. Or what you are not doing that can help you improve and be more positive. It makes you think and ponder. Most people think they have a positive attitude. You may be surprised after taking his evalution tests whether you are. This book helps you go from a positive attitude to a Yes Attitude which is even better. Read the book it is definitely worth your time. And then say YES!
Not Impressed.......2007-08-29
Maybe 5 pages out of the whole book ENCOURAGED you to BECOME Positive with a YES attitude. The rest of the book was FLUFF.
He writes books...that's his job. He needs to sell books to buy the Beemer.
Did this book help me become MORE Positive?..... NO
Did it tell me how to become MORE Positive?..... NO.
So I went ahead and bought the "Magic of Thinking BIG" from Amazon instead.
ONE STAR because I liked the cover of the book.
Very overpriced and does NOT deliver.
I have to admit... it's helpful.......2007-08-14
Honestly, I wanted to dislike this book. It seemed shallow and more like a powerpoint presentation than a book.
Let's start: too simplistic, dumbed-down. Obvious. A rehash of what I already know. A huckster pushing a product...
But I have to admit that I just found it useful. I actually started to read it for 15 minutes a day in the morning - every weekday. And I actually found that it did help my attitude, that it did help me move forward and respond more positively to those around me. That it did help me take an extra moment when I am about to say something negative... and think it over.
I've started adopting various ideas from the book... and they help.
I'm almost embarrassed by liking this book. But it has been worth 10x the cover price to me.
In the end - well, I just will say "thanks".
Yes Attitude.......2007-08-11
This book was awesome. Very easy to read and FULL of inspirational things to think about and actions to take. I bought this book for all my employees to remind them to keep their "Yes" attitudes!
Books:
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- Norman Vincent Peale: Three Complete Books: The Power of Positive Thinking; The Positive Principle Today; Enthusiasm Makes the Difference
- Product Strategy for High Technology Companies
- Qualitative Market Research: A Comprehensive Guide
- Sales Dogs : You Do Not Have to Be an Attack Dog to Be Successful in Sales (Rich Dad's Advisors series)
- Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site (Ibm Press)
- Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site (Ibm Press)
- Sell Your Book on Amazon: The Book Marketing COACH Reveals Top-Secret "How-to" Tips Guaranteed to Increase Sales for Print-on-Demand and Self-Publishing Writers
- Sell Your Book on Amazon: The Book Marketing COACH Reveals Top-Secret "How-to" Tips Guaranteed to Increase Sales for Print-on-Demand and Self-Publishing Writers
- Sell Your Book on Amazon: The Book Marketing COACH Reveals Top-Secret "How-to" Tips Guaranteed to Increase Sales for Print-on-Demand and Self-Publishing Writers
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