What Great Salespeople Do: The Science of Selling Through Emotional Connection and the Power of Story Hardcover – January 10, 2012

As a long time fan of Michael Bosworth's "Solution Selling" I was intrigued to read "what great sales people do" and like a previous reviewer somewhat disappointed to see "Solution Selling" positioned as 'mistaken'.The Solution Selling 'nine box' questioning framework like Neil Rackham's "SPIN selling" and Tom Freese's "Secrets of question-based selling" are excellent sales conversation frameworks and great sales people do use these questioning techniques - (as Neil Rackham's research showed). There are however several issues with questioning frameworks:1. They are not easy to learn and come across as manipulative if not used expertly. A three-day "Solution Selling" training course(for example) on its own is not sufficient time for most sales people to become proficient with the questioning model, ongoing coaching and practice is required for proficiency.2. They are incomplete because great sales people also tell stories and use metaphors (a story on steroids) and mix those tools with the questioning framework. Stories and metaphors are critically important tools and this book is a major contribution to learning those tools.3. Great sales people also provide insight and help to build a future oriented vision by teaching but only after credibility, rapport and a need are establishedI'm giving the book five stars because stories are incredibly powerful sales tool and this book is a great teaching aid for both story crafting its most important mirror - story tending. Congratulations to the authors.However, I don't see stories as a replacement for questioning frameworks - they are an enhancement; an important new sales toolset.

Fundamentally, when I first read solution selling and attended the course, it just plain made sense. All of the things we had been doing via common sense laid out as a system, a somewhat scientific approach. And still, we knew there was the "emotional storytelling" component missing. So we applied the science and still mixed in what great sellers do - the secret sauce - to continue to stimulate buyers and progress through the process. Sandler identified that buyers do not buy because of their brains or features, it's their inner child that "wants" and then the adult brain that "justifies." So Bosworth finally realized the same - fantastic. It rips my heart out, having leveraged solution selling successfully for many years, to hear Bosworth say he was flat out wrong before. No Michael, you were not wrong, it's just you missed the one important component. All of the other things in solution selling are all still valid - new sales folks learning a system should still start with Solution Selling - it's a very successful approach to ensuring you have not missed any details - however - add on these new findings. Perhaps we went to Sandler for the rest of the story, now Bosworth attempts to backtrack and add to the toolset. Which I am fine with - but do not discredit Solution Selling - let's just say it was a little incomplete. Just as this new approach is good, it laser focuses on what Bosworth originally missed - but you still need the system and all of the facts behind what will drive the deal through purchasing. The new book might get your buyers all bobbing and in live with you, but you will still need all of the pain gain and ROI to drag your deals to done. Long winded - this is a great read, but do not dismiss Solution Selling, and don't let's Bosworth's desire to sell a new book get in the way of a great system (with one obvious omission.) Highly recomended.

In my 10+ years of selling, I have worked hard to hone the more obvious skills in selling to improve my performance: presentation skills, asking thoughtful questions, active listening, language, etc. In this book, I got access to an important and (previously) hard to quantify skill, which is the skill of using storytelling in the sales process. I enjoyed how the authors of the book broke down storytelling in a sales context to very practical, easy to understand steps that I could follow. They provide a practical structure for creating and telling a story that helps move the prospect to the next step in the sales process. I am using their process in my sales opportunities and have seen quite amazing results: more sales. I highly recommend this book for any salesperson who is seriously looking to evolve their approach and their craft to the next level.

After many years working as a salesman and after attending many sales training courses throughout those years What Great Salespeople Do: The Science of Selling Through Emotional Connection and the Power of Story is a thought provoking analysis of the essential missing ingredient to being a more successful sales person. Mike Bosworth and Ben Zoldan are genuinely interested in improving the effectiveness of people engaged in the sales process. Many previous sales related books describe the sales process from various angles including perceived changes to the sales process over the years due to changing markets or changing technologies. These sales books all omit how to connect with the audience, prospect or client. Mike and Ben provide a compelling explanation of how story telling is our normal non threatening way to communicate with each other. Great read. Essential reading for all people interested in sales.

I have listened to the audio book and just purchased the kindle version so that i have a hard copy reference. I'm not a sales person nor am I interested in becoming one. I got the book however because I believe that having storytelling skills is invaluable in business and in my field (I'm a designer). This book has some real techniques to organize and improve your storytelling skills. I have yet to be brave enough to start to practice my skills in my business interactions, but one of the reasons I wanted the kindle book is to start on that journey (so wanted to read the workshop type of sections for better clarity). Buy the book, even if you're not a sales person!

Great insights on selling.

Very interesting book, a new point of view that makes easier to understand how to conect with people and why it works.

Contrary to what the authors say in the book I still think Solution Selling is the book that rocks. However this book adds a very useful addition. I wonder how easy it is to culturally translate parts of the methodology, although I am sure that story telling is key in all cultures.

It's easy to read and provides a nice insight into how to sell without losing your conscience. It opens a new world of possibilities and provides the answer all successful salespeople were searching for: why are they so great at what they do?

Clearly the best book on selling there is. It combines the latest research about the brain with the most effective ways to help your clients get what they want without feeling like they are being sold. I've been following the authors work for years. This book is a big breakthrough for all of us involved in selling. And we all are, regardless of whether we realise it or not. By buying this book you'll be in the top 1% of those in sales today.