In the book ‘The contrarian effect’ Michael Port and Elizabeth Marshall writes about why It Pays (Big) to Take Typical Sales Advice and Do the Opposite.

The typical old sales tactics we’re all familiar with no longer work. Cold calling gets you nowhere, door-to-door selling is a nonstarter, and today’s consumers are too savvy for most traditional scripts and closing techniques. With those tactics, it takes more time and effort to reach fewer and fewer clients. If you’re still doing it the old-fashioned way, you’re probably barely keeping your career afloat.

High technology and instant communication have put customers firmly in control of the sales process. They don’t answer calls from unknown numbers; they demand honesty and transparency in the sales process; they are well informed about your product before they deal with you; and they have no patience for pressure tactics like closing questions. No wonder traditional sales methods no longer work.

The book ends with a contrarian primer with 9 ‘rules’ here are 4 of them:

1. Build relationships and make connections.

   Each potential customer is a human just like you. He is not a ‘prospect’, a ‘commodity, a ‘potential sale’, etc. Seek to understand their needs and make a sincere effort to connect with the person.

2. Respect your customers and honor their wishes.

3. Make relevant and timely offers.

   When you listen to your target audience and understand their needs – you know what they want to buy and know what you sell – make the ends meet.

4. Practice radical transparency.

   Be honest!


Book idea! It could be fun to mix the contrarian approach with the ‘old school’ sales books like ‘Advanced Selling Strategies’ (Brian Tracy):

• Wear dark cloth (dark blue/black) vs. funky green t-shirt with the slogan ‘Anti Mistadobalina Mr. Bob Dobalina’
• No facial hair (hints that you want to hide something) vs. grow a beard like Santa Clause everyone need to believe in him with the bad stock market.
• …