Nick Davies - How to Be Great at The Stuff You Hate: The Straight-Talking Guide to Networking, Persuading and Selling
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- Book:How to Be Great at The Stuff You Hate: The Straight-Talking Guide to Networking, Persuading and Selling
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You have to do it you might as well enjoy it
No one likes a pushy, smarmy salesman no one wants to be that guy ... but most of us need to sell to some extent. How else can we get any business? We all have to do it now, whether were lawyers, accountants or start-ups. But dont despair theres no need to go on some cringey sales training day. How to be Great at the Stuff You Hate shows you how to develop all the skills you need to sell yourself, your business and your ideas. So ditch the dread, forget the fear and start enjoying yourself! Selling isnt something you do to people, its not some dark art practised by pushy and manipulative people its a process, its a relationship ... its fun! All you need to do is cut the crap, be yourself and win some business.
How to be Great at the Stuff You Hate shows you how to:
- Pull together a target list who do you want to approach and do business with?
- Connect with those people writing letters/emails
- Master meeting and networking conquering small talk!
- Follow up once youve chatted to someoneAsk for what you want
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Nicks training was by far the best I have come across during my 14 years working at international law firms. It was practical, entertaining and human useful for everyone from the most junior to the most senior. No one touched a blackberry during the sessions. My colleagues commented after the training that we should make sure he does not train our competitors.
Dr Andrea Simandi, Head of Hungarian Office, Bird & Bird
You were the best thing since sliced white bread with fresh butter on it. And jam. From the chat at dinner afterwards, everyone loved it. Everyone wanted to know where I found you, so you made me look good too. Excellent stuff! I was watching everyones faces while you were talking and they were totally engaged. And I mean engaged. Not an easy thing at the end of the day, and lawyers sometimes are not as open as others to doing things a bit differently.
Sheila Fahy, Professional Support Lawyer Counsel, Employment, Allen & Overy LLP
This edition first published 2012
2012 Nick Davies
Registered office
Capstone Publishing Ltd. (A Wiley Company), The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ United Kingdom
For details of our global editorial offices, for customer services and for information about how to apply for permission to reuse the copyright material in this book please see our website at www.wiley.com.
The right of the author to be identified as the author of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988.
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, except as permitted by the UK Copyright, Designs and Patents Act 1988, without the prior permission of the publisher.
Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books.
Designations used by companies to distinguish their products are often claimed as trademarks. All brand names and product names used in this book are trade names, service marks, trademarks or registered trademarks of their respective owners. The publisher is not associated with any product or vendor mentioned in this book. This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold on the understanding that the publisher is not engaged in rendering professional services. If professional advice or other expert assistance is required, the services of a competent professional should be sought.
Library of Congress Cataloguing-in-Publication Data
ISBN 9780857082435 (paperback), ISBN 9780857082565 (ebk),
ISBN 9780857082572 (ebk), ISBN 9780857082589 (ebk)
A catalogue record for this book is available from the British Library.
This book is for George and Harry: my sons.
You make me laugh, cry, shout, become exasperated, glow with pride, but most of all you show me what life is really all about.
How you choose to earn your living, boys, is up to you, just do something you enjoy: lifes too short.
I dedicate this book to you both. Youll only know how much I love you when you are fathers yourselves one day.
Dad
FOREWORD
HOW TO BE GREAT AT THE STUFF YOU HATE
Nick Davies and I have four things in common:
- we both started our working lives in the school of hard knocks (he sold shoes, I sold soft drinks)
- we share a penchant for expensive shoes
- we like lawyers
- and we both now sell services
True, you may never have heard of me and yes, true again, I am a mate of Nicks. But who cares? Because this book is about you. Its about seizing the power of the good old-fashioned common sense most of you were born with, but have since unlearned.
As breaths of fresh air go, Nicks book goes furthest. I have been selling for a third of a century and found it un-put-down-able. Even though it can be read in one sitting with ease, it is equally designed for grazing in spare moments on a plane or on a train.
Where to start? Where better than the role of selling in our lives? Right up front we are reminded of a fundamental truth:
Lets work backwards on that. A civilised, capitalist society cannot function without public services. Public services cant function without the tax-dollar. And taxes wouldnt exist without someone somewhere selling something.
Then theres the structure of the book. It is one of its many merits. The process no the art of selling is broken down forensically into simple, practical steps. Steps which remind us how easy selling can be if only we follow common sense.
Nick is generous with his tips too, using humour, anecdote and example to bring them to life. The hard part, he says, is perseverance having the dogged determination, self-confidence and optimism to keep going when others fade.
Nick has an inimitable style: chatty, engaging, amusing, pacey. And this is the real secret of the books success. Its like a friendly, encouraging coach in your ear.
Gold-dust is sprinkled liberally throughout. You will discover that you should indeed must fall back in love with the phone. Youll be shown the value of small-talk when networking. You will be given clear ground-rules covering when and when not to kiss! You will realise the importance of following up on meetings. You will find out how asking for business compares with courtship. And, finally, youll come face to face with the thing we fear most, silence, and the knack of knowing when to zip the lip.
Most crucially, we are reminded why we have twice as many ears as we have a mouth. And we find that the best listeners make the best sales people. To that end, whilst the book is already graced with nine useful quotations, Id like to add a 10th:
Knowledge speaks, but wisdom listens. (Jimi Hendrix)
If selling is about making it easy for people to buy, with this book Nick Davies makes it a whole lot easier for you to make it easy for people to buy from you .
Simon Slater Managing Director, Intelligent Office Consulting Services Limited.
INTRODUCTION
You cannot bore people into buying from you.
David Ogilvy, founder of Ogilvy & Mather, one of the largest ad agencies in the world.
About This Book
This book is about selling and developing business which, if were honest, a lot of people hate. In truth, its not that they hate it; rather, they dislike the idea of doing something they associate with lots of particularly negative characteristics.
That is peculiar, since all of us are selling all of the time.
If youve ever persuaded your mates to go for a curry rather than a Chinese, or cajoled your missus into watching We Came, We Saw, We Shot Them All to Pieces when shed suggested Mr DArcy and His Romantic Loveliness , or youve persuaded your boss that you should have next Tuesday off, then you, my friend, have been selling its just that you werent aware that was what you were doing.
We are attempting to influence people all the time: at work, at home, friends, relatives, colleagues (co-workers, if youre American). We persuade them of our ideas, suggestions, compromises, offers, plans, strategy and even us. When you fire off a CV or sit in an interview, you are selling yourself literally: Choose me instead of the other 10 on your short list.
And yet, when selling becomes part of someones job description or an imperative because theyve opted to start their own business, they suddenly get all panicky about it. Rather than approach it instinctively, as they have been doing in their everyday dealings with people, they begin looking at it from a kind of intellectual, almost academic viewpoint, and thus become terribly awkward, clunky and gauche about the whole thing.
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