The Art of Selling: A Scientific Approach

Everyone has something to sell. A product, a service, and, in the current economy, even themselves -- so it is vital to notice every detail and nuance of the prospective buyer. In The Art of Selling: A Scientific Approach, Neil J. Binder provides fourteen chapters of easy reading sales insights and observations gleaned from his highly successful sales training program.

Binder has made a living selling real estate, but he contends that the advice he offers in this book applies to selling any product, service or idea. To that end, he shares the sales training program he's developed for his own employees. It's an in-depth, rigorous course, with exercises, case studies and mini-lectures. Binder takes readers from start to finish, including getting into the right mental state to sell ("You must make the customer feel your positive energy"); dealing with different personalities (there's "the aristocrat", "the investment banker" and "the robber baron"); creating effective sales strategies and more. It's a comprehensive and, at times, overwhelming package. Go-getters can learn a lot from Binder, but it's probably best to take his book one chapter at a time, rather than reading it straight through.
Copyright 2003 Reed Business Information, Inc.