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

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

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Product Details

ISBN-13: 9780470237908
Publisher: Wiley
Publication date: 09/09/2008
Pages: 176
Product dimensions: 5.20(w) x 7.10(h) x 0.90(d)

About the Author

MICHAEL PORT is the author of the Wiley titles Book Yourself Solid and Beyond Booked Solid. He has been called a "marketing guru" by the Wall Street Journal and is one of the best professional speakers around. For more information, please visit www.MichaelPort.com.

ELIZABETH MARSHALL is Director of Sales for Michael Port Companies. While working at the nationally recognized firm of Merritt Hawkins and Associates, she was awarded Research Recruiter of the Month five times. Also, she is founder of AuthorTeleseminars.com, which hosts interviews with top business authors such as Seth Godin, Tim Ferriss, Keith Ferrazzi, and others. For more information, please visit www.highenergycoach.com.

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Table of Contents

Acknowledgments vii

Introduction

From the Old World to the New 1

Section 1: Two Left Feet

Typical Tactics Are Out of Sync with the Market 25

Section 2: Center of the Universe

Typical Tactics Are Focused on the Wrong Person 55

Section 3: One-Night Stand

Typical Tactics Damage Relationships and Long-Term Potential 87

Section 4: May Cause Headaches, Dizziness, and Internal Bleeding

Typical Tactics Harm Reputations and Create Unintended Consequences 111

Contrarian Primer 137

Pendulum Swing 145

References 151

About the Authors 155

Index 157

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