Times are tough, especially for small business owners. World renowned selling expert Tom Hopkins gives advice and methods for selling in a tough economy in his latest book, Selling in Tough Times: Secrets to Selling When No One is Buying. Hopkins posits that, "It doesn't really matter all that much what happens in the marketplace when you are a true professional in sales. Your key to success lies within yourself and what you believe about where you currently find yourself on the business cycle. How well you are prepared to respond proactively to each cycle you'll encounter in your long-term career is what this book is all about."
Hopkins outlines methods for cutting costs while continuing to appear successful. For example, he suggests that purchasing and sending a webcam to a client can be much more affordable than a plane ticket, rental car, and hotel to visit in person. The book stresses developing an economy mind-set with regard to all business expenditures.
A chapter in the book is dedicated to reducing sales resistance. Hopkins explains that the core of selling is educating others, so the goal of a salesperson is to be the educator of clients or customers. The salesperson needs to be viewed as a trusted advisor. This chapter specifically teaches the reader to recognize decision-making stalls and to appropriately respond to them.
If you own a small business or if you are in sales, this book is a great tool for perfecting your expertise and learning the secrets to selling when no one seems to be buying.
Recommended by Laura Metzler