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Anthony Iannarino has a different approach to closing geared to the new technological and social realities of our time. In The Lost Art of Closing, he proves that the final commitment can actually be one of the easiest parts of the sales process - if you've set it up properly with other commitments that have to happen long before the close. The key is to lead customers through a series of necessary steps designed to prevent a purchase stall.

  • 4 out of 5 stars

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The Only Sales Guide You'll Ever Need audiobook cover art

  • The Only Sales Guide You'll Ever Need

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Anthony Iannarino never set out to become a salesman. He fell into his profession by accident, and now has turned his focus to a question that's been debated for at least a century: Why are a small number of salespeople in any field hugely successful, while the rest are stuck with mediocre results at best? Since then, and for over 25 years, he has read hundreds of books, tested countless strategies, and interviewed dozens of the best salespeople to figure out what sets the extraordinary ones apart from the rest.

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People don't buy from people they like. No! Your buyer doesn't care about you or your product or service. It's not your job to overcome objections, it's your buyer's. Closing isn't a skill of good salespeople; it's the skill of weak salespeople. Price isn't the main reason salespeople lose the sale. Gap Selling shreds traditional and closely held sales beliefs that have been hurting salespeople for decades. For years, salespeople have embraced a myriad of sales tactics and belief systems that have unknowingly created many of the issues they have been trying to avoid.

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The ultimate guide to relationships, influence and persuasion in 21st century business.

What is most important to your success as a sales or business professional? Is it education, experience, product knowledge, job title, territory, or business dress? Is it your company's reputation, product, price, marketing collateral, delivery lead times, in stock ratios, service guarantees, management strength, or warehouse location? Is it testimonials, the latest Forbes write up, or brand awareness?

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Publisher's Summary

The first ever playbook for B2B salespeople on how to win clients and customers who are already being serviced by your competition, from the author of The Only Sales Guide You'll Ever Need and The Lost Art of Closing.

Like it or not, sales is often a zero-sum game: Your win is someone else's loss. Most salespeople work in mature, overcrowded industries, your offerings perceived (often unfairly) as commodities. Growth requires taking market share from your competitors, while they try to do the same to you. How else can you grow 12 percent a year in an industry that's only growing by three percent?

It's not easy for any salesperson to execute a competitive displacement - or, in other words, "eat their lunch". You might think this requires a bloodthirsty "whatever it takes" attitude, but that's the opposite of what works. If you act like a mafia don, you only make yourself difficult to trust and impossible to see as a long-term partner. Instead, this audiobook shows you how to find and maintain a long-term competitive advantage by taking steps like:

  • Ranking prospective new clients not by their size or convenience to you, but by who stands to gain the most from your solution
  • Understanding the different priorities for everyone in your prospect's organization, from the CEO to the accountants, and addressing their various concerns
  • Developing a systematic contact plan for all those different stakeholders so you can win over the right people at the organization in the optimal sequence

Your competitors may be tough, but with the strategies you'll discover in this audiobook, you'll soon be eating their lunch.
©2018 Anthony Iannarino (P)2018 Penguin Audio

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