J. Oliver Crom and Michael Crom have written a very good book for sales professionals who are on a learning curve, particularly newcomers and those with intermediate sales experience. Although veterans might know most of the new ideas here, the authors present valuable concepts in the excellent prospecting section and in the review of how to close a sale. The book presents a somewhat institutional Dale Carnegie approach to sales, including a strong emphasis on maintaining a positive attitude and a customer-centered approach. The section on overcoming objections could be juiced up a bit and many of the illustrative anecdotes could be developed more richly, but the book supplies significant expertise for newer sales professionals - and that alone, we believe, should make it an easy sell.
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