4 out of 4 stars
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The 60 Second Sale: The Ultimate System for Building Lifelong Client Relationships in the Blink of an Eye is a sales masterpiece. It was written by David V. Lorenzo. The book focuses on the humanitarian aspect of sales rather than the cutthroat aspect of peddling a product onto an unsuspecting prospect. Lorenzo emphasizes that the most important thing to remember when building a successful sales’ career is to form human connections with the clients and work together with them to help fulfill their needs. In this book, he shares several mind-blowing techniques that can develop into a new way of life for salespersons, managers, and entrepreneurs who want to amplify their career success.
Two years ago, I joined the sales force of a prominent insurance company. As a rookie determined to excel, I studied several books on sales, learned several scripts for cold-calling, and received copious amounts of advice from my mentors and manager. Although I expected that this book would contain the same tips and techniques that have been circulating in the sales’ industry for some time now, I decided to read it in case it contained something new. I was pleasantly surprised that this book provided not one, but several new insights into succeeding at sales, while being 100% relatable.
I related to the most common sales interview question in the history of sales – Can you sell me this pen? I laughed out loud when I read this because I am certain all managers ask this of their salespeople when they first join a company. Lorenzo also mentioned a character called Mr. Ralph, who sold office supplies. Mr. Ralph always took the time to form a relationship with his clients and due to this, he always had a lot of referrals. Therefore, his business thrived. For me, this character is synonymous with Leroy Shuffler, who was featured in another popular sales’ book called Crumbs from the Master’s Table: A Philosophy of Sales Success and Life Mastery. Furthermore, Lorenzo stated that many business leaders were obsessed with their ‘pipeline’ of administrative work. This could not be truer! The insurance company which I worked for actually implemented a computer program called Pipeline where each sales representative had to input every aspect of their sales’ activities or face a salary delay. These are just a few examples of the things which I was able to relate to.
The most distinguishing feature of this book was that it focused on action-oriented activities. It did not try to change my mindset or listed countless reasons why I might be struggling to sell products. Instead, the book provided a game-plan for success. The RaporMax System really resonated with me. I now understand the importance of keeping in touch with one’s natural network of people, not just through conversations, but through frequent emails and social media posts. When I began my career, I wish I knew that creating and disseminating resourceful articles on a variety of topics would have paved the way for future success. I totally agree with the author that frequent communication builds trust. Furthermore, I appreciated the advice on displaying a charming social media presence because I did not realize that this also played a role in sales. Creating a honeypot (an engagement method to turn suspects into prospects) was another great idea. I have no doubt that once it is implemented properly, it will eventually provide more clients.
The information in this book was skillfully delivered. It was very insightful and enjoyable to read. It was also edited well because I did not find any errors. Therefore, I rate this book 4 out of 4 stars. It will appeal to anyone who wants to improve their sales’ career, including financial advisors, business leaders, managers, and sales representatives. However, persons who are not familiar with the basic concepts of sales may not enjoy this book.
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The 60 Second Sale
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