Why Customers Don't Do What You Want Them to Do and What to Do About It - Softcover

Ferdinand F. Fournies, internationally recognized consultant, speaker, and professor at Columbia's Graduate School of Business is now retired.

Fournies does here for persons who sell what he did for persons who manage in Why Employees Don't Do What They're Supposed to Do (1988). Just as his advice to managers was offered from the point of view of the employee, this advice on more successful selling is offered from the point of view of the customer. Fournies argues that anyone can sell if only he or she uses the same tactics and strategies used by successful salespersons, and he demonstrates how to overcome customer objections at each step in the selling process by providing customer arguments and counterarguments. He warns that the salesperson must know the product, know the competition, and know the customer; he offers practical, specific tips on how to prepare for the sales call, how to make the sales presentation, how to close, and how to follow up. Fournies' lack of gimmicks and hype makes his guide one of the better and more useful--and unique--books on selling. David Rouse