Synopsis
Traditional selling techniques - frequently taught at seminars and on late-night cable television - are the norm in professional selling, but just about everyone in sales today agrees that these antiquated techniques simply don't work. Every sales prospect has heard the old techniques countless times before, and most know what a salesperson is going to say even before the presentation begins! That's why prospects can so easily control a sales call - and destroy the salesperson's self-esteem in the process. Prospects never controlled David Sandler or anyone who masters his groundbreaking selling techniques. In 'You Can't Teach a Kid to Ride a Bike at a Seminar,' you learn to master the seven key sales principles of the Sandler Selling System - and how and when to use them. You don't have to be subservient, forfeit your self-esteem, or fake enthusiasm about your product or service. And you never have to lie! In this remarkable guide in hand you wil learn: * How to conquer the 'selling dance' that always occurs betwen salesperson and prospect * How to condition yourself for a sucessful career in sales, regardless of what you sell * Why the prospect can mislead you and what you can do about it * Why seminars are a quick fix that's good for only a day or two, and how ongoing reinforcement training is the key to success And much more!
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From the Publisher
The best business book on selling and becoming a success
We have never published a sales book that has overwhelmed readers as much as David Sandler's "YOU CAN'T TEACH A KID TO RIDE A BICYCLE AT A SEMINAR" If you sell or run a business, this is a 'must have' for your business library
From the Author
How I Wrote This Book With David Sandler
The late David Sandler was not only one of the most remarkably funny guys, he was also a brilliant salesman. Imagine, then, trying to sell HIM!
That's the position I was in many years ago when he called and asked me to visit with him and his staff and make a presentation to sell my public relations services. (At that time, I owned one of the leading PR agencies in the franchise community). I was nervous when I met Sandler, the ultimate salesman, and tentative at best while making my presentation. To his credit, he was very kind. Moreso, he hired my agency and we worked with him for several years.
On one occasion Sandler said that he'd like to write a book. He knew that I had written books for other franchise executives, including Don Dwyer (Target Success) and John Kinch (Franchising: The Inside Story). Sandler asked me to write You Can't Teach A Kid To Ride A Bike At A Seminar with him.
I was eager to accept the challenge -- and what a challenge it was. Sandler wasn't a "details" type of guy. Getting him to sit still for an interview was a challenge all of its own, although I managed to do so twice. However, what he preferred to do was send me boxes of material and let me sort through them to find the content of the book. And that's pretty much how it worked. I read reams of materials. I then sorted the materials and started writing. As I finished a chapter I'd send it to Sandler, he'd make some changes and send it back to me. Occasionally we'd clarify a point or two by telephone. And that's how the book was completed.
Originally Sandler intended to self-publish the book. But when I finished the last chapter I told him that the book could easily land a commercial publishing conract. As it turned out, the book attracted three different offers and Dutton won out.
Unfortunately, before the book was published, David died. However, he lives through the book, and I'm sure he would have appreciated that. He touched the lives of thousands of sales people while he was alive, and now the book continues to do so as well.
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