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Jerry Vass - Soft Selling in a Hard World: Plain Talk on the Art of Persuasion

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Book:
Soft Selling in a Hard World: Plain Talk on the Art of Persuasion
Author:
Jerry Vass
Publisher:
Running Press
Genre:
Books / Romance novel
Year:
1998
City:
Philadelphia, Pa
Rating:
5 / 5
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Soft Selling in a Hard World: Plain Talk on the Art of Persuasion: summary, description and annotation

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Now in paperback, this innovative guide to the art of selling is a hands-on how-to book about fulfilling ones selling potential and enjoying it. Written in an easy-to-read, breezy style, this informative book can be opened to any page to find practical pointers and outstanding advice.

Annotation

Now in paperback, this innovative guide to the art of selling is a hands-on how-to book about fulfilling your selling potential and enjoying it. Written in an easy-to-read, breezy style, this informative book can be opened to any page to find practical pointers and outstanding advice. Read more...
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Jerry Vass: author's other books

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Table of Contents

Copyright 1998 1993 by Jerry Vass All rights reserved under the Pan-American - photo 1

This book may not be reproduced in whole or in part, in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system now known or hereafter invented, without written permission from the publisher.

Second Edition

9 8 7

Digit on the right indicates the number of this printing

Library of Congress Cataloging-in-Publication Number 98-65178

ISBN 0-7624-0401-9

Cover design by Toni Leslie Edited by Greg Jones

This book may be orderd by mail from the publisher.

Please include $2.50 for postage and handling.

But try your bookstore first!

Running Press Book Publishers 125 South Twenty-second Street

Philadelphia, Pennsylvania 19103-4399

Preface

People waste their lives trying to sell. They get confused between persuasion as a belief system (You have to believe in what you sell.) and persuasion as a natural talent (You cant teach anyone how to sell.). SOFT SELLING IN A HARD WORLD is designed to clear up that confusion.

If you arent selling up to your potential, you probably dont understand that selling is a game. Most people dont. Those who do make 85% of the money, become executives, or run their own successful businesses. This book is about that gamehow to play it, when to play it, where to play it, and with whom.

This book is about fulfilling your potential without resorting to motivational and inspirational beliefs. As in sports, youll find that certain mechanical moves need to be mastered before your inspiration or genius can shine. A dog can become inspired to chase a car but doesnt know what to do with the car once its caught it. This knowledge is about what you do when you catch the car, that thin slice of face-to-face time with the Buyer when persuasion actually occurs.

This is a handbook. There is very little theoryit is nearly all mechanics. While there is a certain primitive logic in the way this story is told, you can begin to read on any page and profit.

This is a perfect book for the bathroom. Studied and practiced in small bites over time, the culturally awkward acts required to persuade others will become automatic. The selling trade takes practice. Everything worthwhile does. Sex and selling are the only endeavors that the human being is expected to perform perfectly the first time without practice. By now, you know the fallacy of the first illusion. The second illusion is even more embarrassing.

Read gently. Enjoy your profession, for the selling profession is really about making more trusting friends than you ever thought possible.

THANKS

A heartfelt thanks to my loyal clients. They paid me well and kept me alive long enough to learn the stuff I pass on to you. Their high expectations and uncompromising performance standards made me good.

And thanks to the brightest people in the country, those super-salespeople, the front-line street-soldiers who were my students through the years. This book is for them. They taught me how to sell. They made me laugh.

J.V.

Part I

How We Got This Way

HOW TO GET RICH QUICK!

Its just around the corner ...

There are few legal ways to get rich quick. Your chance of finding one is approximately one in 2 million ... or about twice the odds of getting hurt in a commercial plane crash. Now, the bright side. Getting rich slowly is fun, too, yielding thousands of little adventures along the way. Hot pursuit of the almighty buck is the American way. Yet, when the pursuit is over, its hard to remember exactly how you made the big money or where it went. But youll always remember your great selling presentations.

There are only three ways to make exceptional money:

To work in a place nobody wants to be

To perform work nobody else wants to do

To perform work nobody else can do

Its the last two conditions for making extraordinary money that we will explore here.

Learning to sell softly isnt only about moneyits about enjoying lifes working trip. This little manual is about reality. Its a survival guide for the strange, hilly country of persuasion. It shows you how to work less, enjoy more, and have a great journey. Its goal: to destroy selling illusions and replace them with selling tools that work.

Unless carefully trained, ordinary salespeople use their egos to sell; their egos appear at the wrong time, at the wrong place, and for the wrong reason. Thats why ordinary salespeople dont make much money, and Buyers shut them down without mercy.

SOFT SELLING IN A HARD WORLD is about redesigning how we sell. This redesign has proven to be exceedingly effective for salespeople of every experience levelfrom high school kids selling magazine subscriptions to chairmen of the board selling mergers and acquisitions.

This book is about mechanics. It is designed from the street uptactics, not strategy. You wont find magic here; there is none. Nor will you need a Kierkegaardian leap of faith. There is no underlying motivation or belief system. It isnt about something larger than yourself. You dont have to believe in it to make it pay. You dont even have to believe in yourself. You just have to use the mechanics.

You will find SOFT SELLING IN A HARD WORLD exciting because nothing motivates like unbridled successthe success of persuading people to do what you would like them to do.

HOW SELLING GOT TACKY

Its a dirty game ...

Selling is the highest paid profession in the world. Our leaders in business, politics, research, and the arts are all great salespeople or they have great salespeople on their payrolls. In our culture, skillful persuasion is an integral part of any successful endeavor. At some critical point in their careers these leaders needed to sell their ideas. Doing so turned the corner for them and carried them above their competitors.

Even if you have a world class idea and want to give it away for the good of humanity, you will have to sell the concept. If you cant sell it, youll be stuck with your idea, poorer for your brilliance and generosity. It seems unfair but even freebies must be delivered with a certain salesmanship or the receiver does not perceive the true value of the gift.

Everything has to be sold. Yet so few people sell well that 15% of them make 85% of the available money. At your next sales meeting with 20 people, three will take home the money of 17 others. What is it that allows these three people to have all that money flow their way? Is it luck, hard work, and a good attitude? Or is it persuasive skillunderstanding the transactional dynamics of the selling process? After teaching sales for 20 years, I have found that the people who succeed consistently are skillful in verbal communication and understand the game dynamics of the transaction.

As a child, you are taught a popular illusion by anxious parents and tenured professorsif you learn a profession well and work hard, your future is secure and you will inevitably rise to the top, drive a fast car, and find beautiful people of the opposite sex pursuing you relentlessly. Like so many romantic promises, this is only an illusion. What parents and professors dont tell you is that the closer you get to the top, the better you must know how to sell because everyone at the top sells better. If you are going to the top of your profession, you must sell well, too.

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