I find myself going back to this book by E. Thomas Behr again and again for inspiring and implementable reminders. I find that title misleading; this is a book about integrity-based thinking and relationship-building, so it goes well beyond the sales process.
I don’t let myself go to sleep at night without reading another lesson from The Tao of Sales. It drives my dreams and prepares me for another breakthrough day selling and servicing my clients.
What do you recall when you think about Tiger Woods, Mia Hamm, Michael Jordan, Seffi Graff, Peyton Manning or Jackie Joyner-Kersee? They make excellence look easy; they soar where others struggle. (The same sense of effortless excellence also applies to your favorite performers in music, theater and dance; it also applies to skilled martial artists.)
Most salespeople, however, struggle, where they could soar.
The Tao of Sales is about learning to soar as a sales professional - but learning the right things the right way.
What’s the “right thing to learn?”
Companies spend millions of dollars increasing what salespeople know - but that alone isn’t the answer, because customers don’t buy what you know; they buy what they believe they need.
There are hundreds of books and programs that try to help you learn what to do to customers in order to succeed - but that alone isn’t the answer, because none of us, including our customers, like to be manipulated or controlled.
"Selling the Easy Way” starts not with what you know, or do, but with who you are. That’s the foundation of success, because customers prefer to buy from salespeople they trust. Trust can’t be faked; it has to be lived.
What’s the “right way to learn?” Practice (“wax on; wax off”). Want to sell like Tiger Woods plays golf? Start hitting practice balls. But practice from the inside out. If you live your values, doing them becomes easier - especially when things get rough. And practice purposefully (like martial artists). “Practice” does NOT make “perfect.” Only perfect practice can do that.
As the testimonials in Reviews make clear, salespeople (from many different countries) have found this a good book to read - but a better book to use.