Monday, December 17, 2012

The Phenomenology of Selling

Journalist Philip Broughton has written The Art of the Sale, far and away the best book on sales I've ever read.

Good old-fashioned reporting is the reason for the book's success.

"There are more lies told about selling than any other aspect of business life," Broughton writes in the introduction. "So I went in search of some truths."

Along the way, Broughton interviews dozens of top-flight sales executivesincluding Tony Sullivan (The Smart Mop), Ted Leonsis (AOL), Jeffrey Gitomer (Little Red Book of Selling), Larry Gagosian (Gagosian Gallery), Augie Turak (MTV), Marc Benioff ( and Howard Anderson (Yankee Group)in hopes of learning what makes a great salesperson tick.

He uncovers a ton of truths and, in the end, learns that, "The traits required to sell (resilience, conviction, persistence, and likability) are not just needed in business, but in life."

Rather than a quilt of Ziglar-esque adages or some impossible-to-grasp system, The Art of the Sale offers a phenomenology of selling.

If you have to drive revenue, the picture Broughton paints will inspire.
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