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Sell the Way You Buy: A Modern Approach To Sales That Actually Works
When was the last time you enjoyed talking to a salesperson?
While a Vice President at Salesforce, David Priemer had an the very sales tactics his team was using were not working on him. While the company―and his entire profession―was acting with more than enough gusto, they lacked emotional awareness and empathy. Put they were not selling the way they buy.
The truth is that, as buyers, we’re not often aware of the pathways and mechanisms by which we make purchasing decisions, and customers aren’t always sure about what they want or need. In Sell the Way You Buy, Priemer reveals scientifically supported methods of understanding your customer, identifying their needs, and moving them toward the right solution, all while avoiding the behaviors that make the average person dislike salespeople. Sell the Way You Buy is about much more than putting yourself in the customer’s shoes. It’s about learning how to ask questions, how to listen, how to tell a compelling brand story, and how to talk to customers in a human way that truly connects. In to sell the way you buy.
While a Vice President at Salesforce, David Priemer had an the very sales tactics his team was using were not working on him. While the company―and his entire profession―was acting with more than enough gusto, they lacked emotional awareness and empathy. Put they were not selling the way they buy.
The truth is that, as buyers, we’re not often aware of the pathways and mechanisms by which we make purchasing decisions, and customers aren’t always sure about what they want or need. In Sell the Way You Buy, Priemer reveals scientifically supported methods of understanding your customer, identifying their needs, and moving them toward the right solution, all while avoiding the behaviors that make the average person dislike salespeople. Sell the Way You Buy is about much more than putting yourself in the customer’s shoes. It’s about learning how to ask questions, how to listen, how to tell a compelling brand story, and how to talk to customers in a human way that truly connects. In to sell the way you buy.
288 pages, Paperback
Published April 7, 2020
58 people are currently reading
307 people want to read
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Displaying 1 - 11 of 11 reviews
November 30, 2020
David Priemer, used to work at salesforce.com and would spend the day trying to get through to clients by cold calling them and emailing them. He would also spend the day trying to stop sales people trying to get through to him. He wouldn’t take cold calls and he would block sales people emails. He then had an epiphany that he wasn’t selling the way people buy.
David wrote “Sell the way you buy” to try and re-address the balance from all of the other Sales and Marketing books that tell you to interrupt people (cold call, email, advertise) and then broadcast your message. Of course, nobody buys like this anymore, in fact this just annoys them.
David also explains that everybody sales and markets in the same way from a messaging prospective, so you end up with a “sea of sameness”. If the sales people are told to make 100 calls a da, they make 100 calls a day, regardless if this is the best and most efficient way of selling.
If you are in sales (or marketing) and want a book that isn’t the same as all the other sales and marketing books, this is worth a read.
David wrote “Sell the way you buy” to try and re-address the balance from all of the other Sales and Marketing books that tell you to interrupt people (cold call, email, advertise) and then broadcast your message. Of course, nobody buys like this anymore, in fact this just annoys them.
David also explains that everybody sales and markets in the same way from a messaging prospective, so you end up with a “sea of sameness”. If the sales people are told to make 100 calls a da, they make 100 calls a day, regardless if this is the best and most efficient way of selling.
If you are in sales (or marketing) and want a book that isn’t the same as all the other sales and marketing books, this is worth a read.
March 3, 2023
This book summarizes years of successful B2B selling
David Primer does a fantastic job on putting together science and humanity in perspective, for both new sales and seasoned excutives. My key take away: Humans buy emotionally, and justify their choice logically. So, selling is first and forememost a deep human communication exercise.
David Primer does a fantastic job on putting together science and humanity in perspective, for both new sales and seasoned excutives. My key take away: Humans buy emotionally, and justify their choice logically. So, selling is first and forememost a deep human communication exercise.
November 11, 2022
Must read for any sales professional.
Too much noise about tactics and openers when buying habits have completely transformed.
Become a user to sell to a user.
Too much noise about tactics and openers when buying habits have completely transformed.
Become a user to sell to a user.
October 14, 2020
Sales training is a crowded market. Unfortunately this has led to a glut of sales trainers that come in the following stripes 1)They say foolish things like "don't watch the news" and basically tell you to shut out everything that isn't sales, sports or rose coloured glasses. 2) They often haven't run a business in decades and have spent that time selling their sales course. Therefore they are woefully out of touch. 3) Their recommended reading is exactly the same; Zig Zigler, Dale Carnegie and a group of other depression-era "philosophers".
Thankfully David Priemer is none of these things. Having been a follower of his video (free) content for a while I was struck by his calm demeanour and strategic approach. In an age where buyers have more choices and have more access to information than ever before, its time for the seller to be empathetic, understanding and gracious. Priemer's book isn't something to be read in one sitting but that is a testament to the quality of material on show. Lessons here help you understand how to demonstrate empathy and build trust. This will help you understand better when a buyer needs more information and most importantly how everyone can part ways if it turns out your solution isn't the best one for them. It's a breath of fresh air in the sea of sameness.
Thankfully David Priemer is none of these things. Having been a follower of his video (free) content for a while I was struck by his calm demeanour and strategic approach. In an age where buyers have more choices and have more access to information than ever before, its time for the seller to be empathetic, understanding and gracious. Priemer's book isn't something to be read in one sitting but that is a testament to the quality of material on show. Lessons here help you understand how to demonstrate empathy and build trust. This will help you understand better when a buyer needs more information and most importantly how everyone can part ways if it turns out your solution isn't the best one for them. It's a breath of fresh air in the sea of sameness.
March 26, 2021
Sell the way you buy by David Priemer is probably one of the best sales book anyone can read! There is no doubt that we complicate the sales process way more than we need to. David's approach is really pretty simple when you get right down to it. What attracts you, when you are the buyer in the purchase process? We all cringe when we have to buy a car or furniture or appliances or any other big ticket item... having to deal with the salesperson, one that is or has often been displaced into a new job or career of "sales." Yikes, I've said to myself many times! I absolutely love his book and I have listened to his interview on "The Marketing Book Podcast 3 times already and I get something each time I listen to it. I have been in sales now for more than 30 years and have taken many of his ideas he shares in his book to heart. Especially now after having one year of crazy under our belts since 2020... David has helped me to recharge my efforts and my passion in sales. I highly recommend this book to anyone in sales or anyone in the operations side of business... because we are all buyers and we are all trying to sell something to someone... and you just might find yourself a tad more successful in the process of selling your goods and services or ideas perhaps... Thank you David! Now how are you going to top this one?
June 6, 2020
This book's premise may get a 'duh' reaction out of you, but much in sales is dictated by how a buyer feels. Reality is, few of us have the EQ to know what we're feeling, and our lazy brains don't want to think too hard about a purchase. To Priemer, it's the salesperson's job to help the buyer work through their own thoughts & feelings.
Elements of this book reminded me of 'Stumbling on Happiness,' 'Making Websites Win' and 'This I Know' and none of those is a sales book.
Love this line "Sellers operate as though their buyers are out there sitting idle, just waiting for a solution like theirs to appear on their doorstep. Of course that is (sadly) not the case."
Another nugget, "most companies think they are selling a pain killer, but their messaging sounds like they're selling vitamins."
One of the book's major messages is that beliefs matter. "First, consider what your organization believes to be its key offering, the thing that differentiates it from your competition. Next craft a statement or series of statements you can use across your sales and marketing efforts, beginning with the phrase "We believe" or "At our company, we believe that" to tell the story.....And if your customers believe what you believe, they will undoubtedly lean in and say, "Tell me more!"
When you insert your own product into the 'beliefs' story, say how it solves the problem in a way that circumvents typical solutions (e.g. throwing a lot of money at a problem). By doing so, you're pre-emptively handling their objections.
His scenarios on Discovery Questions and Objection Handling are excellent. I'd recommend someone who needs practice (and who's not getting it through real world experience) to read this book.
Elements of this book reminded me of 'Stumbling on Happiness,' 'Making Websites Win' and 'This I Know' and none of those is a sales book.
Love this line "Sellers operate as though their buyers are out there sitting idle, just waiting for a solution like theirs to appear on their doorstep. Of course that is (sadly) not the case."
Another nugget, "most companies think they are selling a pain killer, but their messaging sounds like they're selling vitamins."
One of the book's major messages is that beliefs matter. "First, consider what your organization believes to be its key offering, the thing that differentiates it from your competition. Next craft a statement or series of statements you can use across your sales and marketing efforts, beginning with the phrase "We believe" or "At our company, we believe that" to tell the story.....And if your customers believe what you believe, they will undoubtedly lean in and say, "Tell me more!"
When you insert your own product into the 'beliefs' story, say how it solves the problem in a way that circumvents typical solutions (e.g. throwing a lot of money at a problem). By doing so, you're pre-emptively handling their objections.
His scenarios on Discovery Questions and Objection Handling are excellent. I'd recommend someone who needs practice (and who's not getting it through real world experience) to read this book.
February 4, 2023
uniequvicbally want everyone I work with to read this
At first I wanted the tactics, just give me your pitch. I know I’m reading a sales book. Then I settled into some fun stories and got to know the author. I shared most of what I thought along the way with him on LinkedIn while stuck in an airport. The more I read the more I nodded, even chuckled at my confirmation bias. I wanted to find things I disagreed with and then share with him. But I didn’t. This is a highly credible, fun to read book that will fill you in on the why and the how. Wheels up!
At first I wanted the tactics, just give me your pitch. I know I’m reading a sales book. Then I settled into some fun stories and got to know the author. I shared most of what I thought along the way with him on LinkedIn while stuck in an airport. The more I read the more I nodded, even chuckled at my confirmation bias. I wanted to find things I disagreed with and then share with him. But I didn’t. This is a highly credible, fun to read book that will fill you in on the why and the how. Wheels up!
January 7, 2021
Having a sales background myself, I found the book to be practical, engaging and offered me the relationship to science (the why things work the way they work) that I wasn't aware of before. This is the book that offers great value to budding start-up entrepreneurs, sales team leaders and the seasoned sales dogs looking to update and modernize their approach to gain more success.
September 17, 2020
This is a great book that describes the dynamics of the buyer-seller relationship. Priemer describes what buyers do to push sellers away, how to avoid those mistakes, and how to navigate conversations with empathy to keep deals moving forward.
September 29, 2020
Great book for anyone looking to learn more about sales early in their career
November 12, 2024
As a lifelong “old school” sales guy who has never stopped trying to learn new tricks and skills, I found this book illuminating. Some really good nuggets.
Displaying 1 - 11 of 11 reviews