Critical Book Review - No BS Sales Success by Dan Kennedy

In spite of the somewhat simple title, Dan Kennedy presents 15 strategies that require effort along with some reflective thinking in order to achieve exceptional success in sales, persuasion and negotiations. A lot of people believe they write without a lot of superfluous words. In the case of this book, the strategies are direct and straight foreword.Kennedy also includes within this book his 12 eternal truths specific to selling and business, a short index for quick reference, a chapter resource directory, some additional excerpts from other books and a summary of key strategies. By providing this additional information, the reader has the ability to quickly locate information specific to his or her needs.To begin this path towards sales success without a lot of unnecessary words Kennedy writes about understanding the importance of this one word - No. He provides 8 basic steps for getting past the no. At the end of the chapter, he stresses what I have always believed that those who focus on closing probably opened the sales process poorly.Chapter Two or the second strategy of The Positive Power of Negative Preparation delves deeper into how to turn the negative into a positive. Again Kennedy gives the reader 6 steps on how to implement this type of thinking.Use Listening to Influence People is the third thought process. Communication especially listening is probably the weakest sales skill set. As Mark Twain and others have been so often quoted: If the Good Lord wanted us to talk more than to listen, we would have been given 2 mouths and only one ear.Toward the back of the book, Kennedy uses an acronym for LISTEN.
L = Like
I = Interest
S = See
T = Touch
E = Engage
N = Need
These are some simple actions to improve active listening skills.Each chapter presents excellent knowledge and practical advice on how to win more sales and create your own road to selling success. In almost a toggle approach to learning by switching back and forth between different aspects of selling, the reader receives a far bigger picture of what needs to happen.Successful salespersons must understand how to walk between what I call "Sea Level" where you are engaged in the day to day activities and "See Level" where you must be at the 30,000 foot viewpoint. Both perspectives are absolutely essential in today's global sales marketing. Dan Kennedy provides ways for you to be able to bridge those two perspectives from his own unique viewpoint. Some of what you may read has not been said by others and some of it is often repeated using different words. This is a relative quick read and is appropriate for both the novice and experienced sales professional. dr seuss cat in hat book