Why Johnny Can't Sell
Michael Nick has continued to nurture, expand and tune a concept he's had for years titled "Why Johnny Can't Sell". When I first became aware of this, it was a white paper that Microsoft and others were promoting over the web.
I liked the concept and I really like the book of the same name.
Many books promote a method for selling but few explain why you can have trouble doing so. More to the point, little is written about why people are having selling issues and what you should do to rectify the matter.
Michael earns points from me as he:
- explains why the good old days of selling functions and features is over
- describes all that is required to do consultative selling, especially all of the different types of research and sales enablers one needs
- helps you understand what you need to do to right your sales organization.
This book is a fast read. One transcontinental flight and you've got it nailed. Speed, while it shouldn't be factor in book choice, is great but the compactness and organization of the content are even more important reasons for getting it.
I support Michael's approach and have even developed sales training courses over the years which utilize similar concepts.
If you'd like to order his book, here's the key data you'll need:
"Why Johnny Can't Sell ...and What to Do About It", by Michael Nick & Robert Kantin, Kaplan Publishing.
Incidentally, Mike's firm is ROI4Sales (www.roi4Sales.com)