Weekend Reading: “Close Deals Faster” by John Asher

For the 170th episode of The Marketing Book Podcast, I interviewed John Asher, author of Close Deals Faster: The 15 Shortcuts of the Asher Sales Method.

It’s a complex, changing and challenging business world out there.

Salespeople selling undifferentiated commodities are being replaced by online sales. Prospects are considering more and more transactions as commodity sales. Sales cycle times are longer and salespeople can’t qualify leads quickly enough.

Only a few elite salespeople are selling the most new business. And as consultative selling has increased in importance, the sales aptitude of the sales force becomes more important than ever.

For sales based on overall value, most salespeople don’t have the right kind of skills to complete successful consultative transactions.

Asher’s book incorporates key ideas from all major sales institutes and numerous best-selling sales books into a unique set of sales skills with fifteen shortcuts to make sales happen faster.

From the book:

Every significant human interaction involves a negotiation or a sale. As Charles Schwab observed decades ago, “We are all sales people every day of our lives. We are selling our ideas, our plans, and enthusiasms to those with whom we come in contact.” This book will show you how to be a better salesperson in all these interactions, not just in the ones that involve a direct sale of products or services to a buyer.

There are a few things this book is not about. It is not about how to “trick” someone into buying you, your product or your service or how to be successful “at any cost.” This book is about how to serve customers by understanding their needs and interests and delivering solutions that respond to those needs and interests in ethical and best value way.

A bit more about the book…

Douglas Burdett

Douglas Burdett is the Principal of Artillery, a B2B marketing agency and is host of The Marketing Book Podcast. He is a former artillery officer, Madison Avenue ad man and stand-up comedian.