This book by Tom Fedro introduces a simple way of approaching selling. What he calls PAM – is the essential 3 elements needed to close sales (and how to identify them). Tom also talks about REP which is the other part of the equation. This is the heart of the first chapter of the book.
In the second chapter, Tom guides us through an 8 step framework to find PAM. In addition to listing out clear steps, Tom also includes things to avoid in the process. I particularly like his tips on what newbies can do to close deals (even though they are new to the industry & don’t have a track record yet). Tom also mentions when is a good time to move on instead of chasing certain deals. In chapter 3, he also share when is marketing an appropriate action to invest in. The entire chapter is a breakdown of marketing which is particular useful for companies who might not have a dedicated marketing team (especially those who are juggling multiple roles) .
Chapter 4 begins with introducing 5 types of seller profiles as described in the book The Challenger Sale by Matt Dixon and Brett Adamson. Tom also prescribes how to find & handle the different personalities of various salespersons you may have on your team. Later in the chapter, Tom also goes into the six steps of implementation (which is what you do AFTER the you close the sale). What’s interesting as well is the discussion of continuing education for the salespeople so that they are developing their skills in the company.
Chapter 5 introduces The Domino Effect which explains how to acquire more business deals from an initial close. I like this chapter because this is particularly useful for quickly getting more success. When implemented, this chapter alone can be the most important one in the book.
Chapter 6 goes into customer support and tech support & how they work together with the sales team. In chapter 7, Tom discusses the seven significant barriers a company could easily face. The good part about this chapter are the many individual case studies that demonstrate the points discussed.
Chapter 8 is on the most common major mistakes made by companies when pursuing high-dollar deals. Some of these seem obvious but it’s nice to see them catalogued here in one place.
In Chapter 9, Tom explains how to leverage your competitors as a source of information & strategy for your own company’s development. In the last section of the book, Tom wraps everything up bringing it back to the idea of PAM.
In conclusion, as general introduction to the art of sales, Tom’s book gives a big overview for developing control & skills in the sales process. Although mostly targeted for Business to Business (B2B) readers, the strategies are applicable for B2C as well if you focus on the principles. I would recommend this book mostly for B2B readers personally.
For myself, I feel that the book gives a lot of insight behind the process of closing big sales deals. The psychology, the planning, the research and the thought process is important. Tom gives us a good resource that has a lot of value. I would also recommend reading & digesting each chapter separately since there’s a lot to unpack in most. As a musician reading this, it gave me perspective on how business deals are done within the B2B context. Really outside from my usual world!
Pros: A good book on the processes & strategies for B2B sales. Lots of ideas and practical strategies.
Cons: Not necessarily as useful for solopreneurs, e-commerce based businesses. Not really a con but just targeted for specific readers.
TLDR: If you are working in a B2B environment or curious about the sales process in that setting, check out this book.
I received a review copy of this book from Leaders Press. Thank you Alinka!
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