ISBN978-9821911-0-1

It is always helpful to look at new selling techniques. To see that is still working and to remind us that the basics never change. Howard does a great job of identifying the boomer market. How to attract them, how to trap them!

Boomer buyers are sophisticated and have higher disposable income. If you are a sales person or business owner he shows you how to capture more of this higher margin business.  Knowing the emotional needs of your market and what motivates them to purchase is key in any business. The focus of this book is the boomer business. Creating confidence is number one. Listening to the needs of these clients is number two. He discusses how important exceeding expectations are and gives numerous examples of how to do that. You must earn the dollars of this market or you will not succeed.  Howard drives home the importance of presentation. Your personal appearance and addresses grooming, hygiene, and the quality and condition of clothing play significant roles in making a lasting, positive impression. Many sales people seem to forget this. Howard explains why building trust is important. He reviews how quickly the buyer will turn you off if the salesperson is not perceived as believable and trustworthy. As a sales person, you must pass the risk test and your value must outweigh it.

 He includes preparation for the physical presentation as well. He is somewhat dated in his comments but they do stand the test of time…you will see this if you have ever sold or marketed in your career.  I have heard these before but fund them true reminders of what works

Howard writes of the emotional sell and the importance of benefit selling. Again, not new concepts, to any sales or marketing professional, but worthy for all of us to be reminded of. You can’t hear it enough. I found that it created in avenues for my own marketing. Each chapter covers the major points of obtaining to closing a sale, from creating confidence to customizing solution and reducing risk. Emotions are discussed at length. Howard shows how to validate value and attain agreement.

His focus on referrals are basic concepts, but often forgotten as part of the selling process. I would have liked to red his perspective as it relates to this recession. It would have been timely and a valuable update to these core selling skills. His points are well taken, but have times changed?  I would like him to tell us more about how this works in a down market. Next book perhaps!

I received a complimentary review copy.