YourSalesManagementGuru by Ken Thoreson, Acumen Management Group

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Book Review: 'The Sales Winner's Handbook'

It seems that every client I have worked with over the past 14 years has had a challenge creating enough leads driven through their sales teams. Does that sound familiar?

Last week, I was fortunate to read The Sales Winner's Handbook by Wendy Weiss, self-professed "queen of cold-calling." The book is subtitled "Essential Scripts and Strategies to Skyrocket Sales Performance." It delivers on that statement.

Weiss broke the book into four segments:

  • cold-calling in the 21st century
  • gatekeepers, voicemail and e-mail
  • introductory appointment-setting scripts
  • selling entirely over the phone

If you have your sales teams attempting to "dial for dollars" or even communicating over the phone, this book should be in your library. If you have a tele-sales team, the content in the book should be included in your ongoing sales training program. Use the book-club idea -- during your weekly sales meetings, discuss a chapter -- and tailor the techniques and scripts to your product/services. 

Chapter 10, titled "Words to Use and Words to Avoid," is a must-read for any salesperson -- it's worth the price of the book! 

Posted by Ken Thoreson on March 09, 2013


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