Advertising Books

One of the most enlightening books I have ever read. It delivers, in spades, a strategy for gaining positive publicity. On the way, it provides extremely interesting and thought provoking insight into how the media (and media professionals) operates.

The book is logically structured, with each chapter building on the previous. The result is a memorable system, as opposed to a jumble of rules.

Each chapter provides valuable insights into the how's and why's of gaining access to media. The insight that had the most impact on me was that you have a client relationship with reporters. The only thing is, the reporter is the client. That insight alone was worth the price of the book.

This is a great read, and a must-have on your short list if you're interested in Media Relations. Mark breaks down his book into easy to digest chapters, with real world examples of how each media rule works. By the time you get done with this book, you'll have it highlighted, with notes and ideas written in the margins, eager to try them out for your cause. Then you'll read it again to see what you missed the first time!

I'm getting ready to return to college and get my degree in Communications/PR. After seeing Mark give a presentation at a luncheon, getting the chance to read his book and taking the opportunity to talk with him, I was convinced more than ever to stay on track. I'm hoping to use the ideas in his book to stun my professors. Thanks Mark!

I don't think anyone can read Feeding the Media Beast and not be entertained. Better yet they will learn valuable insights about dealing with the media. There has always been a mystique about the media, that somehow they are greater beings than mere mortals. Mathis easily puts that to rest through his personal stories and often humorous examples. Mathis knows the media and is generous in his willingness to share.

Once anyone with a product to sell or something to promote figures out that the media need US they will be halfway to meeting their goal. Knowing how the game is played, and how important we are to them, is what Mathis does an excellent job of teaching.

Prepare. That is the key principle that Mathis shares and that we need to remember over and over. The media can be intimidating and daunting if we allow it, but with the information in Feeding the Media Beast it doesn't have to be. The media should be our best friend and after reading this book you'll feel much more confident and remember that they need us.

If you have any interest in working with the media successfully, read this book. Before you write a press release, before you call a journalist, and definitely before you accept an interview, listen to what Mark Mathis has to say about the nature of the media industry. His experience and his insights are invaluable. Initially I had thought that the cartoon on the front and the constant reference to the media as a "Beast" seemed infantile, and then I realized that this is in keeping with the message. The media IS infantile. Modern media is hardly a mature form of communication--it's more like a three-year-old throwing a tantrum. Why it's that way is a subject for sociologists and philosophers. All I'm concerned with is how to work with this three-year-old, and this book shows me the way.

Mathis' book is *excellent*, but government communicators should also see a book written by a Washington pro, see Media Relations Handbook for Agencies, Associations, Nonprofits and Congress. The Handbook is written by Brad Fitch, who has more than a decade of Washington PR experience, with a Foreword by Mike McCurry.

What others have said about Fitch's book (about which you can see more at MediaRelationsHandbook.com ):

"Great advice for beginners and experienced media hands. If you are a media relations professional--either beginner or seasoned veteran--this is the book for you. Brad Fitch, who spent many years fielding reporters' tough questions on Capitol Hill, has written a timely, practical guide to handling media relations that is filled with solid professional advice. What goes into a press release? How do you develop a strategic message? You've got a digital camera and a fax machine, but what else does your office need to effectively handle the media? Before you start talking to a reporter, do you know the difference between 'on the record,' 'off the record,' and 'background'? When there's an immediate crisis in your organization, what are the eight mistakes that you absolutely must avoid? How do you handle your paranoid boss when he or she has to confront the press? You'll find the answers to these and many other everyday problems in this book. Fitch also gives valuable advice on how to set up an effective website and how to use e-mail for optimum communications. Excellent book for professionals who work in federal or state agencies, trade associations, non-profits, state legislatures or Congress. It's the only handbook you'll ever need."
-- Dennis W. Johnson, college professor and former Capitol Hill senior staffer

"Provides valuable advice for those who flack for a living."
-- Roll Call

"A superb blend of theory and practice, written by someone who uses words like Gallup uses polls."
-- Steve O'Keefe, author "Complete Guide to Internet Publicity" and Adjunct Faculty, Tulane University College

"Uncertain how to interest the press in your pressing issue? Having difficulty preparing your media-unfriendly boss for a tough interview? Worried about the next communications crisis and how to handle it? Brad Fitch answers those questions and many more in this crisp, clear and completely useful book."
-- Tucker Carlson, Co-Host CNN Crossfire, author

"A seminar from TheCapitol.Net is one of the best ways to learn from the experts about how Washington really works. Now all that insight and information has been packed into this invaluable volume. I suggest you read it, and become your own expert."
-- Steven V. Roberts, syndicated columnist, TV and radio analyst, college professor

"Brad Fitch has performed an admirable public service by giving public relations students and professionals alike an indispensable tool. His book provides a road map on both the practicalities and principles of PR, and he shows that honest PR is not an oxymoron. Now it's up to all of us in the media and spin industries to keep our end of the bargain."
-- Ed Henry, Congressional Correspondent, CNN (formerly Senior Editor of Roll Call)

"This volume is an invaluable road map to the mean streets of a city where information is power and power is everything. Brad Fitch has written a rich 'how-to' lesson for pros and for novices who must negotiate the competitive landscape of America's new media."
-- Ann Compton, White House Correspondent, ABC News

"Media Relations Handbook is to political campaigns what The Art of War is to military campaigns: an essential strategic reference that winners should never be without."
-- James Carville, Co-Host CNN Crossfire, author

If you're a government communicator, you should get both Feeding the Media BeastAgain and Fitch's book, MediaRelationsHandbook.com , or search Amazon using the ISBN: 1587330032

Susan Harrow is a media coach and marketing consultant. In "Sell Yourself Without Selling Your Soul" she explores the ways you can share your passion with the world. If you are looking to promote a product or a cause she explains how to become a polished interviewee. She also shows you how to:

Build name Recognition
Avoid Costly Mistakes
Get Media Attention
Become Mediagenic
Create a Winning Press Kit
Find People who Need Your Product or Service
Get on Oprah!
Wear the Right Clothes for a TV Interview

Throughout this book there are many success stories and Susan Harrow gives helpful and practical applications. Simple things like practicing answers before an interview becomes key to success.

If you have a product to sell this is one of the most important books you may ever read. I've been interviewed numerous times and the advice is excellent. The only book I think you need after reading this book is Feeding the Media Beast: An Easy Recipe for Great Publicity.

~The Rebecca Review

Having read a good number of the reviews of this superb book by Susan Harrow, I'll skip points I am happy to see others have covered so well. I also won't take time to summarize what's in the book so much as what I see pervading it and coming through it.

As a spiritual teacher and "Heart-awakener" with a huge focus on personal integrity and realness, I loved finding these two qualities radiating off every page with a consistency, strength, and confident serenity that can only come from someone who's walking her talk. For me from the title on through to the index, the book is a huge sigh of relief. There's so much hype in the world of publicity and marketing. I have to confess that even as a successful teacher of self-awareness and personal and relational integrity it's a struggle for me to read the compass clearly as I attempt to bring my work forward into the clamor of the marketplace. It's a challenge to make both audible and intelligible sounds that still ring entirely true to who I am and who my wife and partner Linda and I are together in our work. Underneath and shining through every single detail, Susan is initiating us neophytes and, I'm sure, many veterans with her obvious mastery of that profoundly intimate craft. That's the main reason I call the book a "publicity with integrity bible." In our time mature trueness to our heart and soul is the necessary foundation of all real spirituality and religion, it's the core of faith more than ever before. Without making an untoward display of it--which would ring untrue for her--Susan has written, in this sense, an authentically sacred text on how to make a true personal and creative ritual of the spirit in bringing our hearts and our messages to the world.

There's that word "real" again. Susan's ear and eye for emotional realness, for how ordinary-human we all are no matter how famous, admired, accomplished, and remarkable, pervades the whole book. It helps us approach the often intimidating prospect of publicizing ourselves with at least one foot always firmly on the ground and the other moving straight forward at a sustainable pace--or, whenever it's necessary to pause and take a breath, able to come back to rest on the material and psychic earth right underneath us.

Quite a number of other men have commented on how the book speaks so directly to us too. I agree, and wish to add that I think that's entirely deliberate on the author's part. I hear Susan Harrow saying to everyone, and certainly to men, "If you want to know how to speak both literally to women in the marketplace--and the worlds of publicity, journalism, and PR--and also to 'the Feminine' principle that no one can any longer afford to fail to take into account in any of our undertakings in life, then don't just do the things I urge you to do in this book in your publicity efforts. All that is important, absolutely. But if you really want to get underneath the content and into the context I'm teaching you, then continuallly take a step back and see how I am myself doing exactly the things I'm urging you to do. Study how I frame my communications to you, how carefully and gently I take all of your possible feelings, fears, reactions, and concerns into account, much as I'm urging you to do with everyone in the world of publicity with whom you wish to communicate."

If I'm at all mishearing you, Susan, I do apologize. But I'm delighted to get this message in any case. You've written a most practical approach to a key project in the life-work I call, in one of my own book titles, "Healing the Spirit/Matter Split." I intend to follow your precepts faithfully in every sense of the word and to recommend your good news far and wide. Thank you! --

"Although Susan Harrow's book, Sell Yourself Without Selling Your Soul, has a subtitle that calls the book "a woman's guide," I highly recommend it for men, too. If you have a message that you want to spread to the masses, Harrow teaches you everything you need to know about publicity in full detail. Both the beginner and the experienced will benefit. I wish more authors read her book before contacting my magazine. They would certainly increase their chances of getting reviewed."
~ Bob Olson, OfSpirit.com Magazine editor

The title is a bit misleading in that this book is not solely for women. The author may have initially intended it for women, but this book is for everyone! The author's caring and compassion and her obvious intelligence and spirit come through in a way that makes the reader know that there is truth and solid application in it.

Read it, learn from it, apply it, and benefit from it. It's that simple.

Sometimes a book title can be misleading, but not so in this case. In fact, this book delivers what it offers, with a giant bonus - PR advice that works.

SELL YOURSELF WITHOUT SELLING YOUR SOUL is a guide to succeeding in business and in public life, without losing the essence of who you are...without selling out. Susan's book is filled with wisdom, humor, kindness and realworld PR savvy.

This is a wonderful book for the person who wants more success and more visibility for herself or her cause, within her ethical construct. I highly recommend this book.

Just a Super Book!One of the best I've read.I've found the best company too with the help of it.Check it out!
robala.cyberwize.com
Have a great day! Robert

Millions of people in America and around the world have a dream of starting their own business but seem to lack the knowledge or the capital or both. Network marketing offers the opportunity to thrive in the home based business economy of the 21st century.

In WAVE 4 you will learn:

>What Network Marketing Is

>Why it is Hotter than Ever

>How You Can Ride the Wave to Financial Freedom

Like Michael Dell discovered in the computer business, the key to success is direct, direct, direct. Thanks to the internet, it is now easier than ever to succeed in network marketing. Easier, faster, and better.

Unless you are online and networking, you may find yourself in an unemployment line and not working. Network Marketing is truly the wave of the future and WAVE 4 explains it better than any other book I have ever read.

WAVE 4 is split into 12 parts, 40 chapters and 300 pages. My favorite chapter is called "The Tidal Wave" Richard Poe is an outstanding writer and without a doubt, the best voice network marketing has ever had or has. I highly recommend WAVE 4 to anyone who wants to achieve exciting financial goals in the 21st century!

Richard Poe offers insight and encouragement in building on each of the Wave books. I really enjoyed the chapters on automated downlines and the e-commerce frontier. Bring on the future.

This book clearly spells out how the distribution industry is changing, which is network marketing. Network marketing is simply a distribution channel from the manufacturer to the consumer. WalMart and Amazon are excellent examples of this. Have you ever recommended a good restaurant to a friend? You're a network marketer and the restaurant just gained a new client without advertising.
Where people go wrong and then share their 'bad' experience is that they don't WORK. One can't just register with a company, occasionally discuss it, wimp around and not do the work. In my 6 years of successful experience, I have found that those who 'fail' didn't do the work and quit. If you fail to show up for your job, you'll lose your job.
My only reason for rating this 4 stars is that some of it is written in language/concepts that are hard to grasp by those who have never been in network marketing.
Have an open mind and you'll see the Network Marketing profession as a profession!

Having been a veteran in network marketing for now over 30 years, I had the opportunity to build businesses through Wave 1 and Wave 2 and Wave 3. They were the difficult days. Wave 3 was better but now as we enter Wave 4, look out. The Tidal Wave is coming.

Network Marketing has finally come of age. And while it is not fully accepted by the general public yet (when it does, it will be too late) the business is easier now than ever.

Wave 4 explains where the industry has been but even better, where it is going. The combination of the internet with network marketing will provide a Tidal Wave of opportunity for those perceptive enough to get involved.

I see some people have a negative attitude towards MLM/Network marketing and a few have been burned. That is understandable. MLM/Network marketing is like any other business. While we have many good, hard working honest people, there are also some corrupt, take the money and run kinds as well. That is why it is more important than ever to carefully check the company you are looking to get into.

Wave 4 offers some insight on what to look for in a company. It tells success stories and profiles companies that are doing extremely well. If you are one of those people who thinks that MLM/Network Marketing is illegal, or a pyramid scheme, you definitely need to read Wave 4 and get with the times.

Network Marketing is the wave of the future. Get on board or watch it pass you by!

I expected this book would contain some cool ads and lots of boring text about advertising. I was pleasantly surprised to find that it is actually full of awesome examples of ads, pretty much from cover to cover.

It also contains a good How To guide to help eliminate 'art directors block', based on methods used by the creators of the ads featured throughout this book.

A very good buy with lots of pages of 'wow'.

When you first lay your hands on this book you will realize this book is something special with its elegant appearance. The book speaks directly to two audiences creatives and professionals on the acct mgt/client side. The author chooses over 20 different styles that an ad can use to effectively communicate.

For example before and after is a technique has been used countless times and requires diverse imagery that dramatizes the benefit to the consumer yet intrigues them to look at ad. This book has 7 full color ads and explanations that demonstrate how to effectively use this technique.

You will find the examples are from across the globe using brands from all verticals. Although you can pick up a lot from reading cover to cover, anyone can enjoy viewing the ads in this book as a critiquing exercise.

Huge book. Lots of tips. Color photos. Interviews with the pros. An overall great guide to team creativity.

This book has become one of my favorite books in my library. Extremely creative ideas and large, colorful photos. I am very pleased to have this book.

Very nice book with lots of pictures for inspiration. However, I would like to know how successful the ads were and how this is measured. A clever ad does not always translate to improved sales.

This book is about breaking through into a world where you don't accept number two status but you focus every element of your business into being the best of your own category.

Don't accept that this book is just for marketing executives, it should be read by everyone in business to comprehend how crucial it is to change your way of thinking. The entire book is summed up on page 264, where there is a clear four stage process outlined visually. The book is full of stories to illuminate Morgan's theories and outlines 'think tank' processes in order for your business no matter how big or small to 'break with your immediate past' and forge a new way of doing things.

Brilliant book that changed the way I approached business and marketing. I'd not have the drive and success without it.

This book did great things for my understanding of a challenger brands greatest strengths and strategies. Not to turn this into a forum, I have a few questions though: Does anyone know more about Adam Morgan? Did he work for TBWA? Any other agencies? What was his discipline? Any info would help.

I own (oooooh) probably between 80 and 100 books on marketing, some are obligatory read for my masters in marketing, some are handpicked in stores and on amazon and I stand by the title of my review. What can you take out from this book: YOU CAN compete with big brands, there are attitudes and ways of running your business that can knock down the goliath in your industry, and this book explains how, giving numerous examples from various industries. Only negative, if I can call it that, is author's writing style, which was rather hard for me, but then again, I am croatian, so it could be my english, not mr Morgan's :). A MUST!! have.

Author Adam Morgan went hunting for the second most successful brands. He sought commonalities among them to develop guidelines for those who are challenging the number one brands in their fields. In other words, if you are coming into the battle in the number two slot, here's your strategy for winning the marketing wars. Morgan is very adept at breaking things down into precise action steps. Witty and engaging, he offers a detailed analysis of the current consumer attitude about brands plus strategies you can use to market your second or third rank brand. We recommend this compilation of competitive ideas to those who want to boost their "Challenger" brands.

I don't know how to explain the insightful ideas I have taken from this book.

I have read tens of books on branding and how to gain a competitive advantage, yet none were as ground breaking as "Eating the Big Fish".

While others will tell you "what" marketing approaches they used...this one explains the "why".

I got my copy almost free using a coupon from UnderTag.com

Watch Video Here: http://www.amazon.com/review/R21LH09NLC588Y The fastest way to create wealth and success in your life is to use the principles of mastermind groups first introduced by Napoleon Hill best selling author of Think and Grow Rich. When you understand the principles you will accelerate your results to new heights much faster and easier than you ever imagined possible.

Meet and Grow Rich gives you multiple examples of how to run a mastermind group effectively so you can produce the results you want in your life quickly and easily. It also cuts down your learning curve to success.

Profiting in Turbulent Times

Wealth Without a Job: The Entrepreneur's Guide to Freedom and Security Beyond the 9 to 5 Lifestyle

Laid Off? Don't Stress! How to Get from Mad to Glad

In a world of hype advertising where what is claimed so often bears little resemblance to reality, this book (and specifically its book jacket) is a refreshing change. This book delivers exactly what the publisher says. And, delivers very well!

I am a huge believer in the power of mentors, coaches, mastermind groups and the like. In my studies and interviews of peak performers from all walks of life, getting constructive help from others is very often cited as a key to a given peak performer's success.

Now tons of books have been written on coaching, but there has heretofore been a dearth of books on masterminding. Authors Vitale and Hibbler have wonderfully filled this niche. They have written an interesting and valuable how-to book on assembling and maintaining an effective mastermind group. Especially valuable for the self-employed who are void of the valuable networking often provided by the traditional corporate workplace.

Caveat emptor: If you looking for a deep psychological treatise on exactly how masterminding works neurologically, this is NOT the book. But, if you want a nuts and bolts guide to masterminding, this book rocks. Exactly as advertised by the publisher! How refreshing, and useful.

We are the product of the half dozen people with whom we spend the most time. Assemble and maintain the right mastermind group and one can't help but to be more successful. This book will show you how to make that happen.

Meet and Grow Rich contains everything you could possibly want to know about mastermind groups and then some. As a coach and consultant to what I term creative multipreneurs who are starting or growing a small business or businesses, I recognize the value of having a good, strong support team in place as a catalyst to success. Authors Joe Vitale and Bill Hibbler offer all the nuts and bolts on how to start your own mastermind group plus give many real life examples of the different types of groups that fall under this moniker. The second half of the book is filled with all sorts of tips, advice, and how-tos from several contributors who share their first-hand experiences. All the answers are here.

I was so inspired, I immediately contacted four self-employed colleagues and started my own group, as well as created a facilitated mastermind coaching groups program as a service of my coaching practice.

Susan Henderson
www.susanhenderson.com

Lots of helpful information. I formed a mastermind group that was fairly effective, now I am looking to take that to the next level with some of Joe's ideas.

It is a good book on the Masterming group model. It is clearly and simply written. I get more out of books that I enjoy, and this is a pleasure to read, engaging is aterm I'd use to describe it.

This is such a great read! The tools given were very useful and easy to implement. I definitely recommend this.

Proactive Sales Management shows sales managers how to effectively manage their sales force, motivate the sales team, effectively coach and counsel the sales organization, reduce reports to one sheet of paper and 10 minutes a week and forecast more confidently. A must read for any serious manager who is planning to boost sales and performance.

Many sales managers I know are some of the hardest working people on earth. They don't have time to read theory and work over months or years to apply it.

This book gives a good, practical approach which can be used immediately - invaluable to newly promoted sales managers or veterans. It's the type of book which lets you read a chapter at lunch then use the idea that afternoon!

Miller's approach offers insight and forthright advice on the keys to success in managing sales people.

Has chapters for the entire Sales Manager life cycle, from vision/culture to interviewing/hiring, to corrective action. Very basic and rudimentary rather than theoretical such as you'd find in sales management course texts. Maybe this is all that's necessary to gain the big picture rather than dealing with various minutia.

'ProActive Sales Management' is packed with practical tools for business executives to drive sales organization in a proactive manner. Miller has coherently illustrated how these tools fit together & help sales organizations to achieve the mission of proactively capture business opportunities; more importantly, he also shows managers how to gain better control of their life while achieving business goals.

I am always looking for what I think is the best sales book to recommend. This is the book for B2B sales this year. A very high sales performer, Bill Stinnett has really hit the mark with this book. If you coupled the strategies and methods of Stinnett with the strategies and tactics used by Bill Freese, (Question Based Selling) you could build the ultimate sales machine in your company. I am just blown away at the thoroughness, quality of process and thought that has gone into this book. When I asked Bill for a review copy he arranged to call me to find out where I was coming from and what I did with the reviews. This gentleman dots the i's and crosses the t's.

Buy it, read it, and keep it on your read often, do not lend bookshelf. Of course if you are content with the status quo, this book will only make you realize how much more there is out there. I am really pumped by Stinnett!

If you want to improve your sales and connect better with your customers, buy this book! Each chapter is full of "aha!" insights that will enhance your understanding of your customer's needs.

Stinnett is an apostle of the "diagnostic approach" to selling, in which the seller undertakes a process of discovery to identify what results the customer is trying to achieve. The focus is always on the customer--his motive, the urgency of reaching the objective, the consequences of doing nothing and remaining where he is, the expected payback from attaining the objective, the resources the customer has available to devote to the effort, and the risks he will face in moving in a new direction. These "Action Drivers," Stinnett explains, govern and control just about every buying decision. If a sale falls through, chances are that one of these "Action Drivers" was missing.

In the first half of the "Think Like Your Customer," Stinnett analyzes how buyers evaluate their options and assess risk. Weeks after reading the book, I still open it up and turn to the chart on page 49, where Stinnett lists the eight major types of value your customer may be attempting to derive from a relationship with you and your company. They are:

Economic Value (increasing revenue, reducing costs, better utilization of assets)
Emotional Value (need for recognition and security)
Simplicity Value (making the easy choice and reducing headaches)
Relational Value (repaying loyalty and commitment; avoiding potential conflict)
Political and Image Value (looking good to others)
Guidance or Advice Value (access to expert advice)
Quality Value (reducing product defects; better service)
Time Value (shorten time to market; free up time for other things)

Stinnett points out for each of these denominations of value, there is a corresponding denomination of risk. Since value and risk are two sides of the same coin, a seller can increase the perceived value of his offering--and overcome prospects' perennial objections about price, by focusing carefully on the customer's concerns and reducing risk in the areas of value that are important to that particular customer.

In the second half of the book, Stinnett dissects the anatomy of the customer's buying process. Instead of focusing our attention on how we sell, Stinnett says we should concentrate on how the customer buys and--more importantly--what affirmative steps we can take to help the buyer move through each stage of the buying process that the buyer needs to traverse in order to buy from us.

Nothing in "Think Like Your Customer" is startlingly new; rather, Stinnett teaches how we can turn our thinking inside out and look at a transaction from the perspective of the buyer.

This book is well organized and highly readable; the reasoning is persuasive, and the advice is immensely practical. Immediately after reading "Think Like Your Customer," I began to conduct conversations with my clients using the tools and skills Stinnett provides. The difference in the quality of the communication was nothing short of amazing. Buy this book and profit from its wisdom!

When I read books on persuasion, I'm looking for effective tools. One of the reasons I like this book is that it has valuable information I don't remember seeing elsewhere.

The chapter on what customers really want is worth far more than the price of the book. It identifies the factors that must exist for a customer to buy from us. And it teaches how to weave key questions about these factors into our informal conversation with the customer.

Another example: The book teaches how to learn what specific results a customer really wants and how to tie that to our product or service. The specific "result" a customer wants may differ greatly from the generic benefits we assume our product or service's features provide.

I've found that using Stinnett's tools to focus even more on how the customer thinks increases sales and the number of satisfied customers.

Bill Stinnett concludes the Introduction to this book with a remarkable statement: "Now let me be clear: I don't take credit for any of these truths [culled from a variety of other sources]. I didn't make them up. They have been there all along, waiting to be observed. My life's work has been to recognize them and organize them in an effort to advance my own career and yours." Stinnett refers to popular sales methodologies which include Strategic Selling®, Solution Selling®, and SPIN Selling®. Whatever the given methodology, its ultimate outcome is an increase in revenue which, Stinnett duly acknowledges, can be accomplished in three ways: maximizing sales velocity, increasing average "deal size" or the "wallet" share, and increasing customer loyalty and satisfaction.

Throughout Stinnett's narrative, his emphasis is on presenting and then explaining "a winning strategy" (actually an aggregate of several strategies) to increase his reader's understanding of how and why customers buy. The chapter titles for Part 1, "Why Customers Buy," correctly indicate how practical his approach is: What Customers Think About, What Customers Really Want, How Customers Perceive Value and Risk, The Cause and Effect of Business Value, and The Value of Customer Relationships. It should be noted that, along the way, Stinnett also offers excellent advice with regard to all manner of "how not to's" and "why nots" when formulating and then implementing what should be a cohesive, comprehensive, and cost-effective game plan to increase revenue.

To me, some of the most valuable material in the book is presented in Chapter 8 as Stinnett explains how to reverse-engineer the buying process. That is, in Stephen Covey's words, "begin with the end in mind." This is a process by which to identify what must happen before a given customer is ready to buy. Previously in Chapter 2, Stinnett introduced what he calls his "Customer Results Model" which involves a process that begins with fully understanding the prospective buyer's current situation. I agree with Stinnett that there is no inherent value (as perceived by customers) in the solution offered by a given product or service unless it will achieve the prospective buyer's desired outcomes or results. As the former CEO of Home Depot once observed, people don't buy a quarter-inch drill; they buy quarter-inch holes. In this context, the quarter-inch drill fills a gap between a current, often an urgent need and filling it.

One of this book's several reader-friendly devices is the isolation of key points presented in bold face. This facilitates and accelerates frequent review of those points later. For example:

"It's a lot easier to sell somebody something if it's positioned as a way to help them achieve a goal or an objective that they already want to achieve." (Page 15)

" Far more critical than what is valuable and important to your customer is why it is valuable and important to them." (Page 65)

"A deep, meaningful, high-trust relationship with a client who has no business disparity [i.e. compelling need], no motive to take action, or no means to take action even if they did have a motive, equals no sale. It's just a relationship." (Page 105)

"It's not what we do in our sales process, but what the customer does in their buying process, that really matters." (Page 135)

"We should spend 80 percent of our time and effort on the 20 percent of our opportunities that carry a strong urgency, motive, and consequence, because these are the deals that can close." (Page 179)

None of Stinnett's key points is a head-snappy revelation, nor does he make that claim. However, all of them - preferably reviewed in the sequence in which they are presented - offer valuable reminders of where the proper focus and emphasis should be during a high-probability customer's purchase process.

There are dozens of excellent books on the art and science of sales, and this is one of the best.

Well-done!

This is one of the best books on selling I'd read in years. In the software world, hard-sell is dead. Try consultative selling the Bill Stinnet way. I used some of the ideas in the book eg., mapping out the buying process and offering it as as part of an important visual information to the gatekeeper to reach the decision maker - and it works! I have used the concept of getting the buyer to think about destination "C" with us rather than trying to be too focused on the offer in "B". There is also a section on how to qualify a prospect with ideas that are worth committing to memory. A combination of Bill's ideas and my experience has turned many of my well qualified prospects into paying customers today.

If you are a career saleperson then this one is definitely for you.

I've read and shared many ideas in this book with my colleagues. Worth the money.

This book helped me get referrals when I was operating my own business. As the author of Don't Wait Get in S.H.A.P.E. - Drop Fat Fast and Get Fit Quick this book allowed me to attract people to purchase my services and help me sell my book. This book is awesome.

I decided to review the library's copy before I bought it and I could not get enough info out of it! I found myself taking notes and almost writing in the library's copy! I rushed and bought the book. Now it's covered in pink and yellow highlighter. I feel like I'm back in college preparing for an exam -- except this time, my studying is going to directly contribute to my bank account! Truly valuable!

This is a wonderful book. It is very well written and an easy read. Furthermore, it is full of great content. I highly recommend you take a look at the online listing of this book's Table of Contents and see for yourself what specifically is covered.

This book reminds us to not look too far astray for customers or clients. It's easier to cultivate an existing customer for a new sale than to convince a non-customer to buy from you. And it's easier to have a satisfied customer convince a non-customer to buy from you than you doing it yourself.

Focusing on getting referrals is probably the least expensive way to build a customer-base and sales. Keep in mind that there are at least two methodologies to getting referrals. One is the do-good-work for your customers and clients and to get them to refer you to their family and friends. The other is B2B where you get other businesses that compliment yours to refer work to you. You can pay a referral fee or send them an equal amount of referrals.

Some people are not comfortable with using referrals to build their customer-base. But then some people are not comfortable being self-employed either. If you are one of those people who want to be successful at being self-employed, then take advantage of referrals as much as possible. And a good way to start is probably by getting this book and reading it cover to cover. 5 stars!

Referrals now is an excellent book that explains how to obtain more business by asking for referrals. Most friends and existing clients are more than willing to recommend your product or sevices if you just ask for it. Sales people sometimes view asking for referrals as a sign of weakness or problems in the business. This is not true.

If you want to build up a business very quickly without a lot of overhead, this is the best method. It would be adviseable to first read the book "Masters of Networking" by Ivan R. Misner. Referral business has a lot to do with networking, so you must be ready to do favors for other people who help you out. Forgetting to help somebody else who has helped you will be very detrimental to your business.

Just asking somebody for a referral is not really good enough but asking the person for a personal introduction increases your chances dramatically for closing the deal.

Don't read the book all in one go. Read a chapter, think about how you can apply it, write down what you think is best for you and experiment with it.

very good book with practical advice that any salesperson can apply on a day to day basis.I really appreciated that this book is so down to earth and crystal clear.

This book was recommended to us by a couple of professors at University of Toledo for its section on territory management. I had initially passed the book by, because the title didn't grab me. The book is very good, even for experienced sales reps. I'd recommend it to any sales rep, novice or experienced.

I was a little hesitant about purchasing this book. I feared it would be one more fluffy time management book. But Mr Kahle has clearly walked the salesmans walk which lends great crediblity. I found his point of view and suggestions to be refreshingly candid and hands-on. One of my favorite passages in the book reads:
"You can choose not to do this. You can be like most of the mediocre salespeople in the world. You can allow yourself to become reactive... or you can choose to work far more effetively by implementing the disciplines of thinking about it before you do it, and thinking about it in the right way. It's a free country. It's your choice."

I am very glad I bought the book and will use it as a reference for motivating my team on a regular basis.

I bought the book to gain knowledge to help my sales team be more effective. I was very pleased with the book overall and learned some good tips to help educate my reps. I would recommend this book to any Sale Manager or Salesperson who wants to be more productive with the limited hours we have in each day.

Dave Kahle adapts many now common time management processes for the specific use of salespeople in the field. His underlying assumption is that it is much more difficult for outside salespeople to apply the usual techniques, since their lives are so filled with uncertainty. Plus salespeople tend to be action-oriented, so they don't commonly want to spend time planning or setting up systems. But, Kahle argues, such organization is critical to success in sales. While Kahle claims that most time management principles and tactics "totally miss the unique challenges of the field salesperson," the material he covers in the book sounds very familiar. It echoes many other books about goal setting, problem solving, decision making and effective selling. We find that while this may be a helpful review of fairly common material in the guise of time management, the information is hardly unique - although its focus on salespeople's needs may give it additional value for them.