Sell: The Art, The Science, The Witchcraft

by Subroto Bagchi

‘Everyone is a salesperson by some measure, and selling is not a pushy, winner-take-all, macho act. It is an empathy-led, process-driven, knowledge-intensive discipline.’ - Subroto Bagchi

In his new book, Sell – the first book on the subject by an Indian practitioner of business – bestselling author and inspiration to generations of entrepreneurs, Subroto Bagchi presents the concepts of selling and salesmanship from his unique perspective.

Elaborating on the essential skills required to be a successful seller – whether of a product, a service, an idea, an organization, or even of personal skills – Bagchi crystallizes his on-the-ground knowledge about salesmanship through stories and anecdotes from his vast repertoire of experiences and extensive reading to provide wise and profound insights and advice on making an impact on others and acquiring the power to influence their decisions.

A comprehensive and contemporary treatise on the art, science and ‘witchcraft’ behind selling, Sell will redefine the meaning of salesmanship.

Genres: Business, Nonfiction

256 pages, Hardcover

Published September 1, 2017

About the author

Subroto Bagchi is best known for co-founding MindTree in 1999 where he started as the Chief Operating Officer. MindTree is among India’s most admired companies across industries. In 2008, Bagchi took on the role of Gardener at MindTree.

In this new role, Bagchi spends one-on-one time with the Top-100 leaders at MindTree on their ‘personal-professional’ issues to expand leadership capacity and build readiness for taking MindTree into the billion-dollar league. In addition, Bagchi works at the grassroots by making himself available to its 45 Communities of Practice that foster organizational learning, innovation and volunteerism within the organization.

Bagchi has written extensively in leading newspapers and magazines, and spoken at industry platforms and educational institutions the world over. His Businessworld column - Arbor Mentis - and Times of India column - Times of Mind - were widely read and discussed. Many of these are archived at www.mindtree.com/subrotobagchi.

His first book, The High Performance Entrepreneur was released in 2006 as a Penguin Portfolio publication to great critical acclaim. His second book, Go Kiss the World was released in 2008 as a Penguin Portfolio. Mark Tully hailed it as “a remarkable story of courage, integrity and enterprise”.

Reviews

[Vijay · Rating 5 out of 5]

I picked this book up on a whim at a bookstore. And I am glad I did that. It is one of the best business books I have read in recent times.

This book is meant for people who are already a few years into a sales role. It is written in the sequence of a typical sales process starting from prospecting till thanking your team after you win. It has conveyed the key concepts through war stories. Stories that have been written simply and extremely well. For someone like me, who has been in enterprise sales for a long time, many concepts were not new but they were very refreshing to read and also served as a refresher. Mr. Bagchi used situations from every day life to illustrate many points he wanted to make. I especially enjoyed the fish buying situation in Kolkata. A new thing I picked which unfortunately I have never done in my sales career is how one should thank the client genuinely if one loses a deal.

I truly enjoyed the book and marked it for re-reading. I am an entrepreneur and I lead sales for my company. I sell a software that helps people sell better and all my clients are sales people. This is definitely a book I am going to recommend and present it to my clients, so they benefit from the wisdom shared.

[Mandeep Singh · Rating 4 out of 5]

The book conveys that we are all salespeople.We may not be selling a product or a service but an idea or a story or a belief.
I really went through it in a breeze,the message in every chapter is delivered through simple and engrossing tale(s).I am amazed at the beautiful structure of storytelling by Mr.Subroto.This was my first book of him and I 'll definetely be reading more of him.He has me sold.

[Amit · Rating 5 out of 5]

Sell is one of the best books that I have read on Sales written from the Indian perspective. The book is engaging, filled with many interesting stories from the life of author and tech entrepreneur Subroto Bagchi. The book is written on the basis that we all are a salesman in one or the other way. Everybody is selling something all the time. This book has got many lessons for somebody who is involved directly or indirectly in selling. Highly recommended from my side.

[Nithin Samuel · Rating 4 out of 5]

Good insights on some best practises and learnings for a salesman, or for anyone out there who is being communicative.

[Monis Shakeel · Rating 3 out of 5]

I got this book as a gift. I am not involved with selling and did not really find much of use to me (despite the author's idea that we always have something to sell).
The personal stories from the writer are interesting but besides that, there isn't much that I think I will remember after a while.

[Sridhar Raj Sampath Kumar · Rating 4 out of 5]

This book is primarily a collection of things that Subroto Bagchi learnt in his enterprise sales career.

You will learn about how to position a product, how to present, what clients look for when presented with a product, what all stages does it have to make it before signing the deal. I think this applies to selling idea just like selling products.

If you need other people to buy your product or idea, this book is for you.

My notes from this book https://sridhar.co/books/notes-from-s...

[Akshit Soni · Rating 4 out of 5]

Unlike many other books with a lot of preaching and no action, it's good to see that Subroto Bagchi first walks and then talks. It's very refreshing to get the sense that not only has he included his personal experiences and anecdotes, but has taken a great deal of pain and effort to bring out the best from his network of friends and acquaintances. He rightly points out how sales has been considered a profession of some form of veil and deceit ; and how it's important to actually understand the profession's true motive first. It's about having that knowledge, intuition, wisdom and empathy, and above all - loads and loads of perseverance, commitment and zeal

'People buy from people'
Like all the books, there are a lot of mini-gems here, but I'll take to the top few for me, the ones I'd want to be reminded of for rest of my life :

- A)Build your GQ - The google quotient : Not only as a business, but as an individual, it is important that when people search for you, you are different from others - Do you have a blog, an authored point-of-view of discussion, some youtube video of teaching, anything that highlights your expertise

-B)Keep reading, keep learning -Don't lose your abilities to tell stories - Telling a good story is the key to successful selling. Winning without exerting too much is important : Planning well, staying informed and choosing turf wisely. Train like an olympian : striving for the best, and breaking the best of yours.

-C) Ask : There are no welcome signs -As much as you are reminded of this again and again, its less. You'd never know without asking whether someone is interested in the product. To make it easier for you , believe in the higher purpose of what your product is doing. What is your 'STORY', it'll help you channelize and be optimistic.

-D) Ask : The art of communicating and presenting - It's of utmost importance that you excel in presenting well. Looking at what audience really wants, looking at everyone in the room, ensuring that they're following - Not showing all slides but running through the most important ones. Being concise in terms of value each of them can derive by listening to you.

- The trust equation - Trust = familiarity * expertise --> Put in your maximum effort in knowing the product deeply (yours and competitors too) in order to know what makes you different and what can be leveraged. knowing the client more than your competition ; not over -promising.
Don't go rushing about closing the deal. Be sure that the person has no issues unresolved. Persuade people - try advising them, listen to people deeply. Passion is highly important. Be in their touch even after the deal is done
Few other specific points ->

1)Prospecting and cold calling : It is only diligent and uninhibited prospecting which will actually help in bringing a change for you. If nothing, you tend to increase your contacts - which is one of the most important asset you'll ever had. Sometimes you have no idea of who knows whom. It also helps in keeping the true spirit of inquiry alive

2) Proper segmentation and qualification of prospects : Having the right segmentation is very important ; sometimes we tend to ignore what these segments can be. Think laterally, come up with segments and then focus on the ones which are promising

3) Widen your funnel : Only very few prospects will survive till the end. Keeping the funnel of prospects wide enough to save yourself from last moment surprises - only a few salmons will survive the hard journey : BUT please be wary of clients who will merely waste your time - No monkey business

4) Don't fight data and new tools, Intuition can now be backed and reinforced by data and facts , it was not possible to do this earlier : Use CRM and marketing to your benefits. Today's business manager has the luxury and opportunity of multi-media approach - Linkedin connections, emails, cold calls, networking events and so on

-Create something unique and experiential : Your product must mean the world to you. If you're not proud of it, don't sell it.Otherwise you're just creating another naked hamburger, not McDonald's : Uniform product and consistent quality, the taste of food, the decor, cleanliness and maintenance and so on.Create a perceived value higher than the sum of individual items. It's like MF Hussain's picture - Value is determined by the buyer

- See yourself as a consultant : Advise your clients, work together for a solution
Optimism : No matter how much we remind ourselves - Sales thrives on fuel of optimism

[Dakshin · Rating 4 out of 5]

In this inspiring book, Subroto Bagchi discusses about a supposedly bad word in the Indian context. I am not sure if you have this sign in other parts of the world. But in India, across many residential buildings and separate landed properties there is a sign that reads "salesman not allowed".

The perception of a typical salesman is that he or she is more interested to dump something on the customers head. That claim is questioned, challenged and finally capsized by the numerous accounts the author narrates from his professional career.

Subroto Bagchi, nonetheless, acknowledges through his title that selling is an art and science while at the same time it is also a witchcraft. There is a subtlety to this field that helps a salesperson achieve what he aims and wants in a magically yet sometimes mysterious way.

Do not go into this book just to become a better salesperson but go for the learning which the author shares and that would naturally make you more impactful and an effective communicator. “Sell” gives you a wholesome picture as well as lifts your confidence.

Before the first chapter there are two very powerful pages with a few quotes and definition about selling. I think this is what makes the book very special in the way that it appears to be go-to inspirational pages.

Personally, I totally detest cold calling because I have been at the receiving end of totally annoying and irrelevant calls. I've heard stories from colleagues about how cruel it is to talk to family relatives of dialysis patients and ask them why they have quit subscribing for or continuing their services, only to later realise that the patient had expired. This made me disgusted about the the lengths to which salesman go. On the contrary Subroto Bagchi makes a case for never giving up on cold calls because that keeps the spirit of enquiry alive. Though the author feels that that extra bit of knowledge which a salesperson can derive from the process will only add to them as people and professionals, I see a crevice in the claim. This counter intuitive argument holds water only if work is conducted with duty conscience and ethics.

Another highlight of the book is the very interesting and appropriate titles given for each chapter. Short and sweet. “The salmon's journey” is the pick of the lot. If you are an ardent follower of Subrato Bagchi, this is a story that you cannot miss since it also appears in his other book "the professional".

The book extends to the realm of pricing with interesting analogies to a painting. The author's keen eye for the way people sell themselves or any product or service in even mundane conversations has been brought out in a very engaging manner throughout this book.

Why I consider this book as as a gem is because it mixes the essence of sales and the skills required in a very casual and easy to comprehend manner. It does not describe any formula or structure but it describes little incidents that can serve as guide post in almost every aspect that a salesperson can relate to such as presentation skills, pride in job, legal compliance, persuasion etc. The chapters on “fishy business” and “gracious loser” stand out for me and deserves a read more than one time easily. These are exactly the times when the author hits the nail on its head and counters any negative perceptions against salespersons.

Not all salesmen can be as refined as the ones depicted in this book. But this book can change our business scene if we all aspire to sell our words before selling our wares.

[Rama · Rating 3 out of 5]

It is a good read. The author gives numerous examples from his experience to drive home the point. The book for the most part is a conversation between the author and the 'druids' he knew which adds a personal touch to the book.
However, one place where I felt the book was lacking is the narrowness in terms of perspective and applications for one specific field of business. The author initially mentions that selling is not just limited to salespeople but to every professional. One such helpful example was NGO he elucidated to in the book. It would have been very helpful to dive into the universality of the principle of selling. Examples from sports, research, entertainment industry, politics, PR handling of celebrities are few such cases where I would have loved to see more of the concept of selling applied. In fact, I was looking forward to a chapter on Orissa government and skill development program which the author mentions early on in the book, only to be disappointed.

[Ayush Lakhotia · Rating 4 out of 5]

A good book for everyone doing sales as it clearly points out on what makes the difference between an average salesman and a brilliant deal maker. The book focuses on how strategies might have changed to digital but the core of empathy, knowledge, process and likeability still remains very important. Obviously, things like proper follow up, showing up in adversity, objection handling are easy to read but they will only come in handy when one starts practicing them. The only negative which I see is the number of chapters and too much of digression in the middle of an important concept. I mean why would I want to know which wine did Mr. Bagchi order on the dinner table :p

[Saurabh · Rating 4 out of 5]

I wouldn't say its the best book on sales but its indeed an amazing book. The fact that Bagchi can simplify things using real life stories makes it all the more interesting. More so sales is a topic intelligentsia hasn't addressed much in the last 2000 years or so. I would definitely recommend it to people in the sales function and to almost everyone because a large part of what we do in our entire lives is to sell ourselves be it a job interview, proposing a sweetheart etc. Some of the stories are actually quite interesting and might inspire you to do your own thing with panache.

[Alok · Rating 3 out of 5]

It's an average book, more like a blog or an autobiography as its very hard to remove the authors voice, tone and persona from the facts and stories and look at it as a pure essay on his learnings, but its a short read and before you can get totally bored its over and you wonder what exactly did I learn from this book, not much, but you can still admire some clever things the author did in his early years and effort he puts to outline concepts, but honestly they are super vague and okayish at best.

[Bodibrata · Rating 5 out of 5]

Mr.Bagchi's lucid style of writing and goldmine of information from his own professional and personal experience will surely touch your though process and you start looking at marketing or selling from different perspective as Mr.Bagchi rightly pointed out It is a emapthy-led and process-driven discipline. You are really helping people those who believe selling actually need lot of study-preparation and discipline.

Looking forward to many such books from Mr.Subroto Bagchi ! Kudos !

[Meena · Rating 5 out of 5]

Brilliant thoughts

I am a fan of Mr Bagchi's books. "Sell" is a wonderfully written account from his experiences and will surely have an instant connect for professionals in all fields. Very authentically written and I was able to connect so well with my own experiences even though I am not in the direct field of Sales (thinking about it I strongly feel everyone needs an expertise on sales in any case, be it to sell a service, product or one's own skills).
Thank you Mr Bagchi.

[Aishwarya Jaipuriar · Rating 3 out of 5]

A very short read but a very detailed book about sales. It was refreshing to read about sales in a different light. The part about the physics, chemistry, and maths of sales was honestly the best bit for me and which will probably stick with me for the longest!

The author has done a beautiful job in incorporating the different aspects of sales with the different people he has met over his professional life.

[Jitin Nair · Rating 4 out of 5]

I read it because it was Subroto Bagchi; one of the most popular authors in business books section.
It is a nice read, and easily digestible. The book goes on to teach the basics, not exhaustive but, nonetheless important principles in selling. I would recommend this to any one aspiring to make a career in sales.

Read it! Enjoy it!

[Ankit · Rating 5 out of 5]

Bagchi, a master storyteller himself, always has the uncanny ability to make impactful points gleaned from the various experiences he has been through. The anecdotal narrative of this book compiling insights from people who have aced the science, the art and the witchcraft of selling, whom he fondly gives the moniker "Druids", makes the book a compelling read.

[Howard · Rating 3 out of 5]

This is a pretty easy read... Some great anecdotes from Subroto's business life. As usual, the writing style is easy on your head and definitely interesting. The reason that I am giving only 3 stars is that many of the stories just don't stick. This is possibly due to a lack of big arch for the book.

[Ashish · Rating 4 out of 5]

I received this book as a Giveaway and when I did, I was really elated. Who does not know Subroto Bagchi?

I really enjoyed the book and the way Subroto has worded all the concepts is just delightful.

[Abhaynoor · Rating 4 out of 5]

Worthy insights to pick up from this smart compilation. The writing style is breezy and never feels preachy, possibly the reason one ends up reading a bulk of it in one go. Ultimately, we’re all salespeople carrying a seed within.

[Srikar Reddy · Rating 4 out of 5]

An anecdotal guide to anyone who is into or plans to engage in sales professionally or for their own business.

Predominantly technology sales, but the concepts apply to the trade of salesmanship in general.

Crisp and easy read.

[Ganesh Krishnan · Rating 5 out of 5]

Sell is a book that you can directly apply to the services industry across the globe. I picked it up randomly on a Flipkart sale and I'm glad now I did it. A wonderful read to hone your selling skills!

[Pallavi · Rating 3 out of 5]

nice stories more of a light fictional read.

[Harish B · Rating 3 out of 5]

A nice book with lot of practical wisdom.in this Era where the image of sales profession has taken a hit,This book tries to salvage some lost glory of this profession.

[Ashok Krishna · Rating 5 out of 5]

One of the best business books that you'd ever read.

And, this book definitely deserves a longer review. :-)

[Sameer Bhattacharya · Rating 5 out of 5]

Mr. Bagchi continues to be my favourite.

[Srinivas Psb · Rating 5 out of 5]

Must read for all who have interest in the art of sales.

[Abhishek Mishra · Rating 5 out of 5]

I was reliving my own selling experiences while reading through the pages of this book. It is practical and principles of sales suggested are from the real life experience of Mr. Bagchi.

[swetapadma · Rating 4 out of 5]

Must read for every person into sales/BD

[Amit Kacholia · Rating 5 out of 5]

Phenomenal insights on the selling process