Prospecting Your Way to Sales Success
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This is a book that surprised me. Based on the age of this book I expected tired and old advice on cold calling and other overworked concepts discussed ad nauseam in every sales book. Instead I got a solid system of prospecting with excellent advice, techniques, and tools. This book covers all the bases from list acquisition to script writing and record keeping but most importantly the author changes prospecting from grueling to pleasurable. “Old School” prospecting was hard because it was based on overcoming rejection and a mind-numbing process of quantity over quality. Old School Prospecting was about verbally beating on a prospect until they capitulate: that buyers are liars, each no leads to a yes, and that you need at least 10 no’s to get a yes.
Bill Good says, “Prospecting and selling are two entirely different subjects. Prospecting gets rid of; selling keeps. Prospecting takes an easy no. On the other hand, once a salesperson is convinced someone is a good prospect and should own the product or service, selling does not take an easy no.” Good has a better system: that buyers tell the truth and if they’re not interested simply say “Thankyouverymuch” and call the next person. Bill Good writes with humor and warmth. He has been in the trenches with us and his savvy, wisdom, experience all come through.
While an update of the book to include CRM instead of index cards might be useful, this is a solid helpful book on prospecting. Very few books exist on prospecting which is what I consider the most important part of selling. This book sits on my short shelf of must have sales books, along with “Selling Against the Goal,” “Value Forward Selling,” and “Selling to Big Companies.” There are many books on cold calling such as “Red Hot Cold Calling” and “Cold Calling for Dummies”, even books on “Never Cold Call Again. Bill Good’s book “Prospecting” is the best–the best by far!
Prospecting Your Way to Sales Success
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