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(More customer reviews)Advertising, Marketing, and Selling. While the three are perhaps "cousins" they are not the same. However, like all solid principles, they transfer very effectively across the board.
In this terrific book, the author, a well-known speaker and consultant for professional service providers and others, has expertly taken 26 principles from successful advertising campaigns throughout history and shown the reader how to utilize them in order to directly increase sales. I enjoyed it very much. It's a fun read with short, powerful chapters and lots of history regarding powerful advertising campaigns; many of which will most likely provide you with a touch of nostalgia. While Dr. Hassett advises that this book is more for the advanced and already-successful salesperson (and it will certainly benefit them immediately), I believe everyone in sales and marketing can greatly benefit from this extraordinary information and should have it as part of their resource library.
Click Here to see more reviews about: AdverSelling: How to Build Stronger Relationships and Close More Sales by Applying 26 Principles from Successful Advertising Campaigns
AdverSelling helps experienced sales people become more productive by applying twenty-six principles from successful advertising campaigns.For more than a century, advertisers have discovered, tested, and refined powerful techniques to persuade people to buy.But most sales people – and their managers – don't use these principles consistently or fully benefit from their power.This book will help sales people use these powerful principles more effectively, and get more out of them.It provides detailed guidance for applying such AdverSelling principles as "attract attention," "be optimistic and credible," and "dramatize the dull" to increase the effectiveness of every email sales people send, every phone call they make, and every meeting they attend.Each chapter begins with a discussion of classic ads illustrating the principle, such as the lonely Maytag repairman (less is more), de Beers' "Diamonds are forever" (add value), or Clairol's "Does she... or doesn't she?" (stimulate curiosity).This is followed by a discussion of how the principle is applied to sales, such as how to develop an elevator speech for "less is more" and improve partnering for "add value."Finally, a bulleted list of "Reminders" in each chapter will help sales people apply the principle more consistently. The research-based AdverSelling process is being used at companies like Verizon, TD Waterhouse, and the Bank of New York to produce immediate and practical results.Whether you're just getting started in sales or a top producer, this book can help you change your behavior immediately, starting with tasks that will have the greatest impact on sales.
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