( 6 reviews )
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Posted: Apr 21 2009
I just finished reading Kendra's book "Selling Against the Goal" and I liked many things, but at the top of the list was her narrative. She included great charts and mock situations that helped put everything in perspective. Kendra helped me realize that I could do everything in the book if I took all of my skills and structured them to fit the flow she outlined. As I was reading I kept saying to myself "oh.. that's cool, I can do that". While I know all aspects of direct marketing, my most passionate contribution is in helping clients develop marketing strategies that are unbiased and focused on their bottom line. Kendra showed me how to apply my marketing expertise to sales and attract those clients. It seems everyone just wants to state their opinion today but offer no sound advice on how to get from point A to Point Z but Kendra's book was different. Honestly... I felt welcomed into Kendra's book and I felt that she understood what it was I wanted to learn. I enjoyed the book very much and would highly recommend it to anyone. Deb Kennedy, President Channel Neutral Marketing
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Posted: Apr 19 2008
Take this book and Brian Carroll's and you pretty well have the complete package of lead generation activities. Lee goes into detail and depth to give the sales professional a high value resource. If you just started with medium to large sized firm in sales, this book is a road map to high performance sales. It does assume two things, that you know how to sell and marketing is doing its job. These two assumptions apply so rarely to the small to medium business. Another place where sales will run into an issue is that sales people are not good at creating good content and copy for lead gen programs. Its not in their genes. Of course they think they do. (I certainly did until it was proven over and over to me) Most of Lee's copy examples are quite good, but some illustrate that fatal flaw about salesmen, they can forget that to get customer interest you do not start out talking about your Co. or yourself. So although this is a must buy book for sales people, it does not address what you need in regards to great copy. You should combine your work laid out in this book with that of a marketing peer who understands compelling copy. Of course as a good sales person , you could not at first tell the difference `tween compelling copy and just copy. But, you will think you do.
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Posted: Oct 11 2007
Are you tired of the same old diet of "collaborative/discovery/listening/networking/commitment objective/lead generation/fulfillment" sales books? Then wrap your brain around "Selling Against the Goal". Absolutely the best, single source, text I have read on how to understand your sales process and manage your sales territory! This book is 307 pages of the most effective content on things sales professionals need to do every day in order to succeed at selling. If I ever meet Kendra I will bow and kiss her feet.
