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1、 WISDOM IN A NUTSHELL DISCOVER YOUR SALES STRENGTHS How the Worlds Greatest Salespeople Develop Winning Careers By Benson Smith and Tony Rutigliano Warner Business Books ISBN 0-446-69037-6 244 pages BusinessS is a business book summaries service. Every week, it sends out to subscribers a 9- to 12-pa
2、ge summary of a best-selling business book chosen from among the hundreds of books printed out in the United States every week. For more information, please go to http:/. Discover Your Sales Strengths Page 3 2001 - 2003 Copyright BusinessS THE BIG IDEA A huge number of books have been written about
3、 sales and finding ones road to success in achieving exceptional sales performance. Like fresh-off-the-press diet book bestsellers, they promise spectacular results, but lasting improvement in the end is still hard to find. This book identifies the many myths associated with exceptional sales and ex
4、plains how believing them may negatively affect ones performance. It will also show how important it is to fit ones talents into the right job, whether it be as sales representative or sales manager. THE GREAT SALES MYTHS Doctors tell us that kidney stones are one of the most painful medical conditi
5、ons human beings may suffer from. These small calcium fragments form in the kidney and eventually get stuck in the ureter, between the kidney and the bladder, causing tremendous pain. Fortunately, a treatment is available: ultrasonic-waves. However, people who have had one stone are very likely to h
6、ave another. So for years, physicians placed such patients on low-calcium diets, thinking that since these stones are made of calcium, cutting down on calcium intake will do the trick. But soon, researchers studied the problem more and found that patients with low-calcium diets had 47% more stones t
7、han patients with normal calcium intake. The solution to the problem, appearing too simple and sensible, was in fact, totally wrong. This illustrates rather painfully the problem with assuming that if something makes sense intuitively, it must be true. For years Gallup has conducted research to veri
8、fy what salespeople think of as fingertip knowledge. Here are the “myths” produced by the research: The Education Myth Do you know what Bill Gates, Harry Truman and Dave Thomas all have in common? Other than being highly successful in their fields, few know that they did not finish college. At prese
9、nt, many professions have stringent educational prerequisites. You have every reason to expect your doctor to have a medical degree and your accountant to have been schooled in tax laws and regulations. The trend toward higher education has appeared in the selling profession as well. But then, even
10、though more and more companies are demanding certain education levels before they hire, does that education have any bearing on sales success? Curious to see if this is the right way to go about hiring, research has been conducted on existing sales force and outstanding performance. The results were
11、 interesting. It showed that most of the individuals in the top quartile of the top-performing rank did not have advanced degrees. In fact, most of the best performers had not achieved high grade point averages in college. Discover Your Sales Strengths Page 4 2001 - 2003 Copyright BusinessS The Exp
12、erience Myth In some professions experience matters a great deal and has a huge relationship with success. It has been discovered, however, that sales is not an experience- sensitive profession in the same manner as for example, medicine. Many companies place great weight on experience and herein li
13、es the trap. If you are performing at an average level, it could well be because your strengths are not the right “fit” for what you do every day. You might be thinking about a change. But when the headhunters call, the job they want to talk to you about is probably similar to the job you already ha
14、ve. Companies might want to hire you for experience, and in here, the myth is proven wrong. The A-Good-Sales-Person-Can-Sell-Anything Myth It has been proven repeatedly that salespeople who do the best in any company share a configuration of strengths that are well matched to their roles. Thus sales
15、people might do an exceptional job in one situation and a mediocre job in another. No number of pep talks will correct this situation. They might also feel disgruntled, not realizing that their discontent stems from not using their strengths. The Right Sales Approach Myth We are constantly surprised
16、 at the dissimilarities of the sales approaches of the best people we have studied. Within the same industry, and even with the same company, we find very different and yet equally successful approaches to the sales process. Yet companies assume that a certain style of selling is more conducive to their industries than other styles. But
