3 out of 4 stars
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"What you say and how you say it is imperative to closing a successful sale."
In Done Deal: The Step-by-Step Handbook to Sales Success, Jeffrey Brandeis shares how to continue to improve sales skills from prospecting to closing. He defines techniques such as the cold call and elevator pitch and provides tips and examples for creating compelling emails, pitches, voice mails, and presentations. Brandeis discusses the importance of keeping it short and sweet and offers insightful practices, such as "The Benefit, The Differentiator, and Engage with a Question." He explains how to assess needs and gain access to prospective buyers despite changes in technology like being able to buy a car online "...without stepping into a car dealership."
The concise book is easy to read, and Brandeis packs a lot of information into this 80-page guide. His conversational writing style keeps the content engaging, and he is honest regarding the fact that nothing he suggests is new. However, to increase "chances of gaining access to potential buyers," Brandeis stresses the importance of not skipping the steps or taking shortcuts. True to the beginning quote, Brandeis shares many examples of what to say versus what not to say; he contrasts effective and ineffective actions as well. He also encourages inventive approaches like creating videos.
Brandeis writes from a seller's perspective, but I particularly like that he also shares information about the prospective customer's buying process. Although he mentions that "Successful reps often tell me it will take 7 to 12 'touches' before a prospect returns an email or voice mail," he also clarifies that it takes time and patience. Brandeis cautioned about pestering or appearing desperate, and from a buyer's perspective, I recently had an experience that illustrated the need for his warning. After I browsed a few insurance companies online, an agent contacted me several times by text, email, and phone. I responded that I was not ready to change policies yet, but I would reach out to him when I was. However, he continued to contact me, and his "touch" of blowing up my phone approximately 10 times over several days caused me to block him as a contact. The overly zealous agent would have benefitted from reading the book, which includes a much less aggressive schedule for contacting customers.
The organized formatting gives the book a professional appearance. There isn't anything I dislike about the content, but unfortunately, it is rife with comma splices and run-on sentences. Brandeis frequently strings multiple sentences together with commas, which detracts from the book as a whole.
Due to the grammatical errors, I must rate Done Deal 3 out of 4 stars. Despite its need for further editing, the informative guide offers a wealth of practical information for readers interested in various types of sales. The book contains no profanity.
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