This is a heartwarming story with incredibly unique, off-the-beaten-path sales principles woven in. This book should be included in every sales training.
This book demonstrates that sales is really more about building a relationship with a potential client, giving them more value than you may take in return, and demonstrating that you understand and care about their needs and can actually meet them.
Among many other principles, this book includes the science of decision making, how to reframe no’s, and how to prepare for potential objections. It also gives a nod to the foundation of Bob Burg and John David Mann’s classic book, the Go Giver.
The stereotype of sales is aggressive sales pitches from salespeople who seem to care nothing about you but only about their bottom line. If every sales trainer, manager, and salesperson implemented the principles Bob Burg and Jeff West share in this book, the sales industry could overcome this stereotype, and more salespeople would see stratospheric success.