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Selling the Wheel
ISBN 0684856018 / 9780684856018 / 0-684-85601-8
Publisher Touchstone Books
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Jeff Cox has done it again. The co-author of Zapp! and The Goal--best-selling business books that employ engaging fictional tales to advance a slew of practical suggestions--now teams with marketing specialist Howard Stevens to do for sales what his previous efforts did for motivation and productivity. In Selling the Wheel, he crafts a witty story around solid sales fundamentals that Steven has gleaned from a quarter-century of research and analysis. Its hero is a fledgling old-time entrepreneur named Max who invents the wheel but can't get anybody to buy one. With marketing assistance from his wife ("In the olden days", Cox explains, "women almost always did the marketing"), and guidance from a cave-dwelling wise man, Max ultimately succeeds with help from four distinctly different types of salespeople dubbed Closer, Wizard, Builder and Captain. While this may sound silly when taken out of context, the story is entertaining and, more importantly, filled with sound tips that could help sales professionals and their managers deal with varying evolutionary phases of any product or service. Among its many nuggets: "Silence has been used for centuries as a closing technique. The game is simple. After asking a closing question, say nothing--because the person who speaks next loses." --Howard Rothman, Amazon.com [via]