The full title of this book by Michael Maslansky is
“The Language of Trust: Selling Ideas in a World of Skeptics“.
In my review posted to Amazon.co.uk, I gave the book Four Stars. This means it is Good and Well Worth Reading.
Here is my book review.
A challenge to traditional selling
This book is well written and although the authors specialise in financial services – an area where there is a huge problem of sceptical customers – it provides plenty of examples that are easy to relate to.
However the book does challenge a lot of the orthodox sales thinking and it’s a challenging read since it says that many beliefs and common practices are wrong or at least don’t work any more with sceptical prospects.
Sales systems often try to take control of the selling/buying process and while customers may want to be led, do it too far, too fast and you’ll meet resistance that gets stronger as you go through traditional objection handling and closing techniques.
I agree very much with the problem. People have learnt to be much more sceptical and this represents a big marketing challenge. Part of me agrees wholeheartedly with the book. Buyers want the information to make an informed decision on their own. Guided yes but not overtly persuaded and certainly not “sold”.
But part of me worries that the softly, softly approach of The Language Of Trust can be used as an excuse to wimp out.
I know from my experience of working with some sales people, there is a fear of closing because the customer may say No. If you keep the conversation going, you don’t get to hear No but nor do you get the Yesses that put money in the bank.
It is available to buy from Amazon.co.uk and Amazon.com.
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