The Contrarian Effect: Why It Pays (Big) to Take Typical Sales Advice and Do the Opposite

Overview

Times have changed.

The typical old sales tactics we're all familiar with no longerwork. Cold calling gets you nowhere, door-to-door selling is anonstarter, and today's consumers are too savvy for mosttraditional scripts and closing techniques. With those tactics, ittakes more time and effort to reach fewer and fewer clients. Ifyou're still doing it the old-fashioned way, you're probably barelykeeping your career afloat.

If you want to stop ...

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Overview

Times have changed.

The typical old sales tactics we're all familiar with no longerwork. Cold calling gets you nowhere, door-to-door selling is anonstarter, and today's consumers are too savvy for mosttraditional scripts and closing techniques. With those tactics, ittakes more time and effort to reach fewer and fewer clients. Ifyou're still doing it the old-fashioned way, you're probably barelykeeping your career afloat.

If you want to stop treading water and start making sales, TheContrarian Effect has the answer. This sales approach is like noother in history. Not only do traditional sales tactics fail mostof the time, we're actually better off doing the exact opposite! Itmay sound crazy, but it's not just a novel idea; it's acounterintuitive approach to sales that really works.

High technology and instant communication have put customersfirmly in control of the sales process. They don't answer callsfrom unknown numbers; they demand honesty and transparency in thesales process; they are well informed about your product beforethey deal with you; and they have no patience for pressure tacticslike closing questions. No wonder traditional sales methods nolonger work.

Whether you know it or not, many of today's best companies havealready discovered the contrarian effect. They're giving uphigh-pressure selling for low-pressure customer interactions. Othercompanies are ditching the shotgun approach and getting to knowspecific customers and what they like in order to offer them theexact kind of product they want. These are examples of thecontrarian effect in action, and it not only works, it workswell.

If you or your organization is in the sales doldrums, it's timeto shake things up. Read The Contrarian Effect and discover howprofitable it can be when you take the old rules and do the exactopposite.

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Product Details

  • ISBN-13: 9780470237908
  • Publisher: Wiley
  • Publication date: 9/9/2008
  • Edition number: 1
  • Pages: 176
  • Product dimensions: 5.37 (w) x 7.15 (h) x 0.74 (d)

Meet the Author

Michael Port is the author of the Wiley titles Book YourselfSolid and Beyond Booked Solid. He has been called a "marketingguru" by the Wall Street Journal and is one of the bestprofessional speakers around. For more information, please visitwww.MichaelPort.com.

Elizabeth Marshall is Director of Sales for Michael PortCompanies. While working at the nationally recognized firm ofMerritt Hawkins and Associates, she was awarded Research Recruiterof the Month five times. Also, she is founder ofAuthorTeleseminars.com, which hosts interviews with top businessauthors such as Seth Godin, Tim Ferriss, Keith Ferrazzi, andothers. For more information, please visitwww.highenergycoach.com.

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Table of Contents

Acknowledgments.

Introduction.

From the Old World to the New.

Section 1: Two Left Feet.

Typical Tactics Are Out of Sync with the Market.

Section 2: Center of the Universe.

Typical Tactics Are Focused on the Wrong Person.

Section 3: One-Night Stand.

Typical Tactics Damage Relationships and Long-TermPotential.

Section 4: May Cause Headaches, Dizziness, and InternalBleeding.

Typical Tactics Harm Reputations and Create UnintendedConsequences.

Contrarian Primer.

Pendulum Swing.

References.

About the Authors.

Index.

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