To Sell Is Not To Sell

Forward by Ivan Misner, Founder of BNI

Professional selling is a vital vocation for high achievers seeking rewards associated with dedicated and focused effort.  Salespeople are critical to moving our world forward.  With millions of inventors, artists, writers, professional services, companies, and manufacturers, someone has to get the product distributed to the end user.  And this is the job of our salespeople.

This book offers powerful insight as to why the traditional sales paradigms are changing and why selling in today’s market is now more about partnerships between buyers and sellers.  Growing relationships with buyers has become imperative to the selling scenario regardless of the sales arena.  The straightforward, highly effective strategies outlined in To Sell is Not to Sell show salespeople everywhere how to establish a quality relationship with consumers in order to facilitate the first sale and encourage repeat business.

One of the many valuable points emphasized throughout this book is that in sales, you must really listen to the client’s needs, interests, and wants.  The average person loves to buy but hates to be sold to, and people really dislike the typical salesperson.  Selling is an interactive human endeavor and, as you will learn in these pages. One of the secrets to selling is treating each person in the way he or she wishes to be treated. It is by finding out what you can do to help a buyer succeed that you are adding mutual value to a buyer-seller relationship and you are moving from good selling to great selling.

These chapters will enable you to offer real value to your buyers, therefore creating a solid foundation on which to build a prosperous sales career.  You will discover how to focus on truly helping the buyer, how to treat him or her as an equal partner in the sales transaction, and how to ask good questions in order to foster and maintain two-way quality communication (not just relentlessly talk up your product or service and push the sale until the buyer is exhausted into defeat).  In short, you will learn how to grow a fiercely-loyal customer base and ensure that your buyers keep coming back.

A true leader and innovator in the sales field, Greta has built a long and very successful career out of using these communication tactics and strategies. The years of experience she brings to the table coupled with her invariably effective sales advice make To Sell is Not to Sell the handbook that will empower an entire generation of salespeople to become leaders in their profession.  And guess what? . . . People like to buy from leaders!

-Ivan R. Misner, Ph.D.