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Soundview Executive Book SummariesCentury-Old Proven Sales Strategies From a Pro
More than 100 years ago, master salesman John Patterson's principles of selling helped to sell millions of cash registers. Today, sales expert Jeffrey Gitomer has revived and updated Patterson's principles to help modern salespeople benefit from their wisdom. Gitomer tells salespeople, "People don't like to be sold, but they love to buy," and Patterson once wrote, "If the prospect understood the proposition, he would not have to be sold; he would come to buy." Cut from the same sales cloth, both salesmen possess a similar approach to selling and serving the customer. In The Patterson Principles of Selling, Gitomer adapts Patterson's principles to the 21st century and shows salespeople how to achieve the same level of success as "the Father of American salesmanship."
Patterson was more than the founder and president of The National Cash Register Co. (NCR). Gitomer explains that Patterson not only created the first sales boot camps and the first book on how to deal with objections, but his original strategies built a multimillion-dollar empire at the turn of the last century.
The 'Pull-Through' Sales Model
Gitomer argues that Patterson might have been the best salesman of all time - a man who blended the emotion that makes the sale with the logic that figures out the reasoning behind it, and a man who was among the most effective public demonstrators of his day. Gitomer credits Patterson with a number of great sales breakthroughs, including being the first person to realize a customer is more likely to complete a transaction through buying than selling, and the creation of the original "pull through" sales model. He also writes that the most overwhelming evidence of Patterson's genius was his concept of "creating the demand for a receipt, rather than just trying to sell the concept of a cash register."
Early on, John Patterson realized that training was the link to infinite sales. The first NCR sales script, "How I Sell a National Cash Register," which became known as The Primer, provided salespeople with the instructions on what to say during a sale and what to do while saying it. The Primer addressed everything from dressing, to exercise, to closing. Gitomer points out that it even detailed the first personality and situational selling methodology.
Instead of thinking in terms of profit, Gitomer writes that Patterson thought in terms of the good the cash register would bring to the "probable purchaser." In The Primer, Patterson also created dialogue examples of the most frequently asked questions and objections, as well as answers that had been successful for members of the selling force, many of which still apply today.
In The Patterson Principles of Selling, Gitomer has dissected The Primer and extracted 32 Patterson sales principles, updated them with a few 21st century concepts, and even added one of his own that glues the others together. These principles include:
- Think! Patterson said, "Think and act - two words of progress." Gitomer writes, "Thinking. An action that very few people take the time to do." Write down ideas no matter how far-fetched they sound - just write for 10 minutes straight. Your stream-of-consciousness thinking will net you some amazing results.
- Self-Belief ... The Most Convincing Characteristic of a Salesperson. Patterson said, "If the salesman himself has faith in the honesty of his goods, he will have little trouble convincing his customers." Gitomer adds, "Self-belief is a most convincing characteristic to others, and THE most convincing characteristic to yourself." Before you can sell to anyone else, you must be sold on your company, your product and yourself.
- Positive Mental Attitude Is Determined by You, Not Others. Patterson said, "Success in selling is up to the attitude within each one of us individually." Your mental attitude is your motivation.
While delivering the principles that helped to make Patterson's sales force successful, Gitomer also provides the history of a master salesman and his company that serves as a foundation on which any salesperson can base a winning strategy for selling. With Gitomer's help, Patterson's principles present timeless lessons about selling that were once novel, are now classic, and still apply today.
Why We Like This Book
Jeffrey Gitomer provides a compelling look at a historical figure and his ideas about selling, as well as a training tool for salespeople of any era. By rooting his sales techniques and tips in the principles of a master salesman from the past, Gitomer demonstrates the timelessness of sales success and the shows how the ideas that once sold millions of dollars worth of cash registers a century ago can be easily revamped and put into action today. Copyright © 2004 Soundview Executive Book Summaries