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The NEW Game of Selling by Mitch Axelrod

The full title of this book by Mitch Axelrod is

The NEW Game of Selling: Attract, Convert and Keep More Customers and Multiply Profits“.

In my review posted at Amazon.co.uk, I gave the book Four Stars. This means it is Good and is Well Worth Reading.

Here is my book review.

Great ideas to help you to boost your revenue by doing good for your customers

Mitch Axelrod has been one of my mentors for about five years and I have a great empathy with how he believes customer relationships should be developed.

Many years ago, a long term client asked me “what selling system or sales techniques do you use?”

I replied “I help people to buy if I believe that I can really help them to achieve their goals.”

I later found out that this effectively sums up Mitch’s approach but whereas I had vague ideas, he had created a system to help your customers to buy and therefore to help you to sell.

According to Mitch, the old game was about persuading (read manipulating) customers, the new game is about helping to transport them to where they want to be.

The ideas in this book are golden and have the power to revolutionise the way you think about the sales process.

I once interviewed Mitch on some of the techniques covered in this book and called the recording “sales training for reluctant sales people”. These ideas will help you to sell with integrity because you’re focusing on what’s best for the customer, knowing that if you become the trusted advisor, you will be rewarded.

So why haven’t I given the book five stars?

There are two reasons (and I’m such a big fan) that I feel bad about marking it down:

1 – Whilst Mitch is an excellent speaker and presenter, the writing style feels stilted to me. It needs to be knocked into shape by a good editor.

2 – He has set out to write a short book that contains his best ideas. I’ve read plenty of business books that could easily lose one or two hundred pages so I appreciate this idea of keeping it super-focused and short. However I believe he could and should have gone into these concepts in more detail.

Book buyers are given free access to extra resources on a protected part of his website and are offered a special deal to get more extensive training including three months of his Players Club.

These ideas are very important and will help you. I recommend you take this opportunity to be introduced to Mitch Axelrod and The New Game Of Selling. It’s then up to you whether you choose to extend your relationship with him.

It is available to buy from Amazon.co.uk and Amazon.com.


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