( 4 reviews )
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Posted: Nov 4 2006
This book goes to the psycologic side of the sales and how to convince tje people to buy from you instead to sale to Them. It's very simple tom understand, has a lot of examples. It's not a how to book. If you are new in sales read something elese.
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( 4 of 4 found this review helpful ) Posted: Jul 15 2005
They sure won't work if you are selling big ticket items, such as houses, cars, planes, factory equipment or the like. If you are looking for a difficult to master but good book, go to Rackham's SPIN selling. It is both research based AND effective. Dawson is just a rehash of every sales gimmick you or he has ever read about. If you look, you will see I liked his negotiation gimmicks -- but only if tempered with other's work to set tone and style (and more). In sales, unlike negotiation, the gimmicks tend to be instant death.
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( 3 of 3 found this review helpful ) Posted: Apr 22 2005
I flipped through this book in the book store. It's a great little book. It has all sorts of "tricks" for getting people to do what you want them to do. In fact, a lot of his ideas were paraphrased wholesale from Robert Cialdini. I read a little further. There's some NLP thrown in too. I read a little further, and saw some things that weren't familiar to me. I really wish the author quoted his sources instead of making it seem like he was telling you all these things from firsthand experience instead of from a handful of books, but as a collection, it's pretty good. I flipped around for footnotes, a bibliography, endnotes, anything to let me know what his sources were, but there were none. Since I was only familiar with about 60 to 70% of his material, I'd pick it up just to have the complete list, but I'd rather go back to the original sources. Perhaps that's why he didn't include a bibliography? Otherwise he'd be generating sales for someone else. Anyway, if you're not familiar with these things, get Influence by Cialdini and Frogs into Princes by Bandler & Grinder. If you are, well, this book is a nice summation, and adds some new stuff as well.
