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• Published on: 1775
• Binding: Hardcover

Customer Reviews

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1 of 1 people found the following review helpful.
A challenge to traditional selling
By Paul Simister
This book is well written and although the authors specialise in financial services - an area where there is a huge problem of sceptical customers - it provides plenty of examples that are easy to relate to.However the book does challenge a lot of the orthodox sales thinking and it's a challenging read since it says that many beliefs and common practices are wrong or at least don't work any more with sceptical prospects.Sales systems often try to take control of the selling/buying process and while customers may want to be led, do it too far, too fast and you'll meet resistance that gets stronger as you go through traditional objection handling and closing techniques.I agree very much with the problem. People have learnt to be much more sceptical and this represents a big marketing challenge. Part of me agrees wholeheartedly with the book. Buyers want the information to make an informed decision on their own. Guided yes but not overtly persuaded and certainly not "sold".But part of me worries that the softly, softly approach of The Language Of Trust can be used as an excuse to wimp out. I know from my experience of working with some sales people, there is a fear of closing because the customer may say No. If you keep the conversation going, you don't get to hear No but nor do you get the Yesses that put money in the bank.About my book reviews - I aim to be a tough reviewer because the main cost of a book is not the money to buy it but the time needed to read it and absorb the key messages. 4 stars means this is a good to very good book.Paul Simister, business coach

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