Sales have been my primary income source for 10 years now, and this book is one of the best I have read. I wish that it had been written years ago when I first started selling. The fact is, every potential buyer will have some objection that you need to overcome. This book will help you give the customer exactly what they are looking for without resorting to down and dirty tactics. If you are selling a great product and believe that the customer needs what you have, then overcoming their objections is the most important thing you can do. In fact, for anyone who sells products they believe in, it is your duty.
The layout of this book is one of its strongest points. Each chapter breaks down an objection with a sample case study, the real problem, ways to overcome the objection, and then how to suit your technique for different personality types (Dominant, Influence, Steadiness, Conscientious). It's easy to read straight through and will serve as a valuable reference when you run up against a seldom used objection and need a refresher.
My favorite chapters are:
Introduction: Why Do People Buy Stuff? - Great information here. Not the focus of the book, but an excellent way to start.
Give Me A Better Price - Explains the harm that can be caused by discounting.
I Want To Compare Prices With Another Vendor - This objection is a frequent one in my experience, and can be frustrating. The approach the author gives here is tactful, honest, and a great way to overcome this common objection.
No! - What to do when the answer really is "No!"
There are a lot of great chapters, and no real duds. Some of them won't apply to your business, but with the layout of the book they can easily be skipped. Excellent book if you are a salesman looking for an honest way to serve your customers better. Highly Recommended.
For authors, this can be a great book on learning how to sell your own work. You will become a salesman of your own book and you will face objections. Learn how to overcome those obstacles and get your work into the right people's hands. If it's worth the time to learn write your book, it's worth the time it takes to sell it.