Cách thức làm chủ nghệ thuật bán hàng

by Tom Hopkins

Cuốn sách đúc kết các kinh nghiệm bán hàng của huyền thoại bán hàng – nhà bán hàng vô địch của nước Mỹ - nhà đào tạo bán hàng số 1 của Mỹ Tom Hopkins. Nó bao gồm các kỹ năng, hiểu biết và động lực bên trong giúp bạn trở nên vĩ đại.

Có thể nói, đây như một cuốn sách giáo khoa dành cho những người bán hàng bởi nó đề cập tới các vấn đề sau:

Nêu định nghĩa và những lợi điểm của nghề bán hàng
Nêu ra 12 nguồn đem lại thành công kỳ diệu trong bán hàng
Cách đặt đúng câu hỏi cho khách hàng khi bán hàng
Cách tạo lập môi trường bán hàng
Cách tìm kiếm khách hàng tiềm năng
Cách chốt đơn bán hàng hiệu quả
…
Và hơn thế nữa, tác giả Tom Hopkins sẽ chỉ cho bạn cách biến những kỹ thuật bán hàng vĩ đại nhất của chính mình thành của bạn để bạn có thể đạt được mức thu nhập đáng mơ ước như các nhà vô địch.

Genres: Business, Nonfiction, Self Help, Finance, Entrepreneurship, Buisness, Personal Development

Unknown Binding

First published February 1, 1981

Reviews

[Will Thomas · Rating 5 out of 5]

The third of four books on my Read Daily shelf. This is one of the greatest self-help books ever. You master sales by mastering yourself! Sometimes reading this I find myself thinking, "Why would any Christian want to do anything else but sales?" What is sales? At its best, sales if figuring out what the person you're talking to needs, and how to get it to them! If nobody is selling anything to anybody, nobody anywhere is making any money! Next to actually producing the goods sold, it is the essential thing. Done properly, it is truth, it is relationship, it is service.

[Bassel · Rating 3 out of 5]

يتخلله التكرار في بعض الاحيان قد تغني كتب التسويق عن هذا الكتاب ككتاب
Principles of marketing
حيث يظهر هذا التداخل بين التسويق والبيع على أهمية الأول وأنه الأساس والجزء المعقد من العملية الكلية

[Tom Behr) · Rating 1 out of 5]

Tom Hopkins' premise: The implicit, and often explicit premise of his books (and most other sales books) is “here’s how to motivate yourself to persist in a highly frustrating, difficult, often demeaning and discouraging profession.” What he doesn't get: If tyou start working with your customer to achieve mutual goals, then selling stops being all the things that salespeople hate about it - so you don't need to be "motivated."

[Mani · Rating 5 out of 5]

Great read! Clear layout of the sales process as a series of measurable and implementable concepts.

He covers everything from timing, to attitude, to language patterns, to dealing with "no" and rejection.

My favorite part of the book is the increasing awareness that he does all of the things that he suggests adopting as habits to increase effectiveness of persuasion and communication of ideas in the book.

They don't feel unnatural as he does them. This takes some of the ick factor out of using sales scripts and tactics for me. Also, the repeated reminder of the importance of integrity and the intention to serve as core drivers of the sales process "slick language mastery" aside.

I intend to listen to the audio book a few more times to deeply internalize it because I like it and trust where the author guides me in mental space and the ability of the framework he lays out to get me there...also a skill he explains in the book.

It goes well with "Hidden Agenda" which has more emphasis on structuring the pitch and how to do research and build your case based off understanding client motivation(needs, wants, values).

[Anas · Rating 3 out of 5]

كتاب جيد للمبتدئين والمتقدمين في مجال المبيعات، بعض الأمثلة قد تكون بعيدة عن واقعنا أو قديمة لأن الكتاب موجود من 1980 لكن أغلب الأساليب والأفكار هي ابداعية ويجب على البائع الناجح ان يتذكرها ويستخدمها

ولولا سوء ترجمة النسخة العربية لاستحق 4 نجمات

[Alaa · Rating 3 out of 5]

قديم، لكن فيه فقرات تستحق.

[Shaun · Rating 5 out of 5]

Excellent book, wouldn't you agree?

[Timo · Rating 5 out of 5]

One of my personal sales bibles

[Joe · Rating 5 out of 5]

I first heard about Tom Hopkins over 25 years ago when I was 8 years old. Both my parents read but I just keep seeing this book again and again all over the house. For several years my dad was among the top any some years the very top new Ford Salesman of the year so I can only assume that this book played at least some small role in that achievement. What I am sure also played a role is the type of person who reads a book to become better at their job and earn more is surely more likely to succeed (even if the book is worthless) purely because they have the motivation and the desire to improve.

A lot of the book is about specific qualifying and closing techniques, the use of open questions vs closed questions (that are answered with a yes or no) and when you use each of these. Focusing on the benefits of a product or service (and not the features).

For me some of the most interesting points were about mindset, goal setting, organisation and time management which are critical to the success of any person whether working in sales or not.

I would recommend the entire book to anyone working in sales.

I would recommend the last 1/3 of the book to everyone.

[Ian · Rating 4 out of 5]

It's hard to imagine not making a living without having read this book. The trick is to be selective about which bits you take on board and also to cut through the cheese. At the heart of this book is a philosophy that sales is not a matter of luck. It's about planning, preparation and a lot of hard work. It's also about building the defences that let you handle the ups and downs of a job that relies on outside factors outside of your control for it's success.

There are lots of moments in this book where you think - good lord, I'd never say that to someone. or, My Goodness, I'm not doing that! And maybe you own't. But the ideas behind the role plays and scripts are excellent, the trick is to to stop judging and think about how they might apply to your business and how these ideas can affect your income.

[Mat Rueter · Rating 5 out of 5]

No activity is more vital to the economy's health than selling

[Aadel · Rating 5 out of 5]

Very valuable book. It deserves reading twice at least. كتاب قيم للغاية ، يستحق قراءته مرتين على الأقل

[Mike Wenzel · Rating 5 out of 5]

A little bit dated but excellent skills for selling, organization and planning.

[WALEED · Rating 5 out of 5]

من اروع الكتب في مجال المبيعات

يتمحور الكتاب حول

كيف تعثر على العملاء
كيف تعرف انه العميل مؤهل لقبول العرض
العرض على العميل
اساليب الاجابة على اعتراضاته
اغلاق الصفقة
التعامل مع الاحالات الجديدة

[Chuck · Rating 5 out of 5]

The best book written on the art of "selling". And this in an ethical and non-manipulative manner.

[Kostas · Rating 3 out of 5]

Rather optimistic salesman stuff. The author is clearly good at his art (selling). However the glib overoptimistic disguise of selling stuff as ‘offering a service’ doesn’t always work as well. There are moments where I highly doubt you can use some of the suggested techniques without becoming the dreaded ‘smooth talking salesperson’ caricature

[Sean Ratigan · Rating 5 out of 5]

Best sales book known to man

[Adam · Rating 5 out of 5]

Fun read lot's of useful script and highly motivational. Tom has a can do spirit that shines through!


Nuggets of Truth:
When someone asks how your day is say unbelievable
You never missed a days work but what do you want to do with your life?
Success comes at a different pace for people
Be in the word business your only as good as the words you know how to say
Most folks are either in a crisis going into one or coming out of one most of the time and that's just life. So we want to keep ourselves living in the solution of our challenges not in the problems that they bring.
The pain of change is forgotten when all the benefits arrive
Always look for the commonality when you meet people
Ice breaker question I couldn't help but notice your lapel pin
I love to meet winners, maybe we can visit?
Pop by means it will be a short visit.
Your ear picked up on it
Ask questions that mentally throw them into the future and assumes they are going ahead
You obviously have a reason for going forward would you share that with me
Obviously you wouldn't take your time to think this over insert name if you weren't seriously considering it.
Just to clarify my thinking what part of the opportunity is it that you want to think over?
Is it the money or possibly your resistance to change?
When you say it's too much I want to know how much too much you feel it is?
You have to start thinking and action as if your a million dollar producer
Take your best shot every day
I must do the most productive thing possible at any given moment
Love people use money
Success comes after service in the dictionary give people service
Admit that no one holds you back but you
Her voice is a melody
I wish you greatness!

[Greg · Rating 4 out of 5]

Tom can sound a bit cheesy at times, but this book is chockablock with cool tactics and excellent messages to get you psyched up about selling. His lessons go beyond selling, though, and throughout the book there is an earnest life-philosophy which may be the most memorable aspect of this book. He has little time for people that find ways to defeat their own motivation with excuses, or look any place but their own attitudes and skills to find the reasons that they're failing. He brings you along in the book by threatening to drop you as just another mediocrity with a mouth. For example, he doesn't say "Don't let your friends' negative attitudes affect the way you feel about your work in sales." He says "Get new friends that can help you grow in the path you're taking." Not that I'm all for leaving friends behind to make a cash grab, but friends that make fun of you, or make you feel guilty about your desire to improve your life, they don't quite have your best interests in mind, do they?

Not to brush aside the sales tactics, which I think are at times brilliant. I can recognize quite a lot of these tactics from sales that I've been involved in, and also in other arenas where building heat about a specific idea (or person) is the name of the game. For example, most of the literature I've seen on modern-day pickup artists could have been lifted almost word-for-word from this book.

I liked it. I might read it again next year.

[Jung · Rating 5 out of 5]

Sales mastery requires more than just knowing your product; it’s about applying tested strategies and techniques. Tom Hopkins’ book "How to Master the Art of Selling: Boost Your Sales Skills With Proven Strategies and Techniques" serves as a comprehensive guide to elevating sales performance through a structured process that, when followed, can transform anyone into a top-performer.

First, you must focus on prospecting, or seeking out potential buyers. This step, often overlooked, is critical because waiting for leads to come to you is a recipe for failure. Successful salespeople actively engage in looking for opportunities. Hopkins introduces several techniques for finding prospects. The "Itch Cycle" refers to the customer’s readiness to buy again, which you can anticipate to time your follow-ups. Leveraging technological advancements, like new product launches, keeps potential customers engaged. Being part of organizations or communities allows you to build relationships and generate leads. Participating in local events or creating "Swap Meets" with other sales professionals can also broaden your pool of prospects. All these methods enhance your prospecting abilities, ensuring you’re not waiting idly for business to come your way.

Once you’ve attracted potential customers, making a good first impression is crucial. However, rushing to sell the moment someone shows interest can backfire. Instead of overwhelming prospects with a pushy approach, it's important to create a welcoming, stress-free environment. Smile genuinely, greet your leads properly, and give them space. When prospects linger on a product, that’s your cue to engage with thoughtful questions that lead to conversation, rather than pushing for an immediate sale. This approach not only helps the customer feel more comfortable but also increases your chances of closing a deal.

After engaging, you need to qualify your prospects. Salespeople often waste time trying to sell to the wrong audience. Qualifying ensures you focus on those who are genuinely interested and capable of making a purchase. To do this, you need to understand what the prospect values in a product and tailor your presentation accordingly. You should also make sure that you are dealing with the decision-maker and that they are ready to make a purchase. Presenting three product and price options (known as the "triplicate of choice") helps guide prospects towards a decision. By narrowing down their options, you help them see the best fit for their needs.

Presenting your product effectively is a skill that requires preparation. Hopkins stresses the importance of planning your presentation in writing and anticipating potential objections. The goal of your presentation is to close the deal, not just deliver information. To keep your audience engaged, use visual aids such as testimonials, brochures, and videos. Your presentation should be concise, ideally under 17 minutes, and should involve the client by allowing them to interact with the product or service. By maintaining control of the conversation, reiterating key points, and using relatable language, you can effectively guide your prospects towards a purchase decision.

Handling rejections and objections is another challenge that salespeople face. However, rejections shouldn’t be seen as failures but as stepping stones to success. Each rejection brings you closer to the next sale. Hopkins suggests calculating the monetary value of rejections: if one in ten leads results in a $100 sale, each rejection is worth $10. Changing your perspective on rejection can significantly ease the emotional toll it takes. Objections, on the other hand, indicate interest. Instead of seeing them as barriers, address them as requests for more information. By doing so calmly and strategically, you can turn objections into opportunities to close a deal. Hopkins outlines a six-step process for handling objections, which includes listening, restating, questioning, responding, confirming, and proceeding. Mastering this process can help you navigate even the toughest objections with ease.

Closing the deal is where many salespeople falter. Despite doing everything right up until this point, they fail to seal the transaction. Hopkins emphasizes the importance of paying attention to buying signals during your presentation, which can be verbal or non-verbal cues. Once you detect these signals, a "test close" helps gauge whether the prospect is ready to buy. You can use several closing techniques, such as the “Ben Franklin Balance Sheet,” which helps prospects weigh the pros and cons, or the “Reduction to the Ridiculous,” which breaks down costs into smaller, manageable figures. Being skilled in multiple closing techniques increases your chances of success, as it often takes several attempts before a client commits. The key to closing lies in staying confident, responding to concerns, and guiding the client towards a decision without being overly aggressive.

Finally, generating referrals after a sale can multiply your success without multiplying your effort. Satisfied clients are an invaluable source of new leads, and by cultivating referrals, you tap into their network of potential customers. The "Card Referral System" involves helping clients identify people in their circles who could benefit from your product or service. This strategy builds on your relationship with the client and can lead to easier sales, as referrals typically convert at a higher rate. By integrating referrals into your sales process, you continue growing your business even after the initial sale is complete.

In conclusion, Tom Hopkins’ "How to Master the Art of Selling" offers a structured approach to every aspect of the sales process. From prospecting to closing, each step is essential to becoming a top performer in sales. Mastering these skills will not only improve your sales numbers but also transform how you approach your profession. Every sale is an opportunity to build relationships, meet customer needs, and, ultimately, grow your business. So, the next time you face a challenging prospect, remember these steps, stay confident, and apply the techniques you’ve learned.

[Jimmy Corvan · Rating 3 out of 5]

Very very meh.

How to Master the Art of Selling’s greatest strength lies in the fact that it seems to take a very logical and realistic look at actions that successful salesman might or should take in their pursuit of success. However, I believe it falls short of its claim (that is, truly mastering the art of selling) as it outlines what, I assume, most salesmen already do. That is, Hopkins, emphasizes personal visits, regular follow up, thank you notes, etc. all of which, I’m convinced, the majority of salesmen already do. Granted, Hopkins does offer some outstanding situational advice, which was often rather enlightening and thought provoking. However, these situational recommendations are overly abundant throughout the book. There are so many of these recommendations that a person would, likely, have to read the book four to five times to truly pick up on everything. Coupling this with his constant wording of, “make sure you say this exactly like this…” I just don’t think it’s feasible for someone to truly heed all of his advice.

[Amanda · Rating 5 out of 5]

I enjoyed this. I was a bit surprised, but the author lays everything out well, & despite the old cover, the version I read had a section on social media, & networking that were helpful. I’m fairly new to direct sales & Hopkins’ book is a great intro, and book to review. I think what I found most helpful was how and when to use open ended and yes or no questions; to not give away too much ‘free’ information; to listen to people more than you talk (an all around good skill to have); and to read between the lines of what people are saying. Also, I learned when doing direct/networking suits a specific client, when you’re not going to get a sale, but potentially can create other benefits for you and your diverse clients according to your goals and their needs. Networking and socializing online and off, is key to business and direct sales. Enjoyed this, was expecting to be bored, but it’s applicable in life. What can you give other people that they need? What’s in it for them? How can that work for business and also persuasion or reason.

[Nathan Boler · Rating 4 out of 5]

This book is dated but still highly effective. I learned a lot about the art of selling and speech patterns.

Minor yes is very important.
Get as many as you can.
"Wow that's really fun isn't it?"
"Isn't it really fun?"
Get positive confirmation before you stick your neck out though. Don't force words into their mouths if you haven't gotten the initial signal.
Keep them comfortable.
Figure out their objections.
Porcupine technique: answer their question with a question.
Does it come in green? Would you like it in green? Let me make a note of that.

Change the base of their objection. If they say the kids bedroom is too small, you say are you going to base your purchase on the safety and warmth of the home, or a few inches on this bedroom?

A goal is only a wish or dream until its written down. Write down anything you want to achieve.
Gotta be in writing.
Gotta be vividly imagined.
Gotta have a date.
Gotta be ardently desired.
Gotta commit to it.

[Laurent · Rating 5 out of 5]

5 stars - wow. had a deep impact on me.

After How to Win Friends, and Mate, this is a book I will read every year. It presents everything that makes the sales process : questioning techniques, prospecting, referrals, presentations, closings. What makes the book in my yearly reads list is that Tom Hopkins underlines the importance of sales ethics : don't be pushy, don't try to sell to people who do not want your product. Instead, ask questions, identify their situation and, with that knowledge, ask them questions to make them realize that the specific product you have in mind for them is exactly what they need.

This book is applicable to other topics than selling cars or shoes. You can apply its content when looking for a job (i.e. Selling yourself and your skills), in dating (selling a coffee date), in family (selling a particular outdoors activity to your kids), and much more.

Highly recommended.

[Andrew · Rating 5 out of 5]

Experts say this is the best book ever written in its field. I haven't read them all, of course, but would say this is a gold mine of information. I have bought at least 20 copies for friends and for my staff when I ran a high-tech trade association. The practical tips and lively presentation can be especially helpful for those who do not believe they are in traditional "sales" and yet are trying to persuade somebody of something, even if only an idea. Additionally, Hopkins makes a compelling argument that top professionals will treat the field as a "profession" by taking a long-term view, including the practice of not selling products and services unless they truly fit the customer's need.

[Trinity Wurm · Rating 4 out of 5]

I'll be honest, it wasn't as attention-grabbing as a novel but, I also wasn't reading this because I absolutely wanted to. In my Personal Selling class in college here, I am required to do a book report on a sales or self-betterment book and this was the one I chose. However, I did find many things about it quite useful and as I was picking up on the different techniques this book gives, I put them into practice at the financial institution I work at selling financial products. Let me tell you, my sales have already increased and so has my confidence and utility doing it. I will continue to go over 'How to Master the Art of Selling' to help my career as I'm planning on utilizing not just the ten or so things that I've already implemented, but everything that can apply to my field.

[Richard Gowan · Rating 5 out of 5]

My first real Sales Manager gave me a copy of this book, and it formed the basis of my education in the sales process. Granted, a lot of the advice in the book seems self-evident, but like any other topic, reinforcement goes a long way towards incorporation. I pick this book up occasionally and re-read chapters in order to make sure I am not straying from the path. This book has helped me immensely, along with The Sandler Rules and The Accidental Salesperson, to see how this career doesn't have to be as hard as many make it.

[Sean Fishlock · Rating 4 out of 5]

Great, though long, motivational piece. Some really nice ideas about moving people.

The single biggest take away from this book is the ability to turn almost anything into a closing question ... isn't it?

How do you feel about sales?

What do you mean?

So you're saying that you feel like you're not achieving your goals? That it is hard to stay motivated?

This is a great place to start. It will help you to stay positive, to plan and reach your goals, which is what you're looking for isn't it?

Start reading now.

[David Skinner · Rating 4 out of 5]

This is a foundational sales book with numerous tactical tips and tricks to increase sales effectiveness:

"If something needs to be done at some point in the future, do it right now. If something does not need to be done in the future, throw it away right now."

"If you do what you fear, you conquer fear."

"Champions reahearse, rehearse, rehearse. Write down your most commonly heard objections and drill the answers until you can respond appropriately cold."

The 16 closes are incredible and worth memorizing.

[Katgoyette Goyette · Rating 4 out of 5]

This is by far the most practical sales book I have read, and has helped my career immensely.

However, I simply will not give 5 stars to any how-to book. Perhaps this is snobbish of me, but being that I spent my college years to acheive a Bachelor of Arts in English Literature, I feel I would be selling out if I were to award 5 stars to any other than works worthy of literary study.