What Great Salespeople Do

  • by Michael Bosworth, Ben Zoldan
  • Narrated by Jeff Riggenbach
  • 7 hrs and 48 mins
  • Unabridged Audiobook

Publisher's Summary

This groundbreaking book offers extraordinary insight into the greatest mystery in sales: how the very best salespeople consistently and successfully influence change in others, inspiring their customers to say yes.
Top-performing salespeople have always had a knack for forging connections and building relationships with buyers. Until now, this has been considered an innate talent. What Great Salespeople Do challenges some of the most widely accepted paradigms in selling in order to prove that influencing change in buyers is a skill that anyone can learn.
The creator of Solution Selling and CustomerCentric Selling, Michael Bosworth, along with veteran sales executive Ben Zoldan, synthesize discoveries in neuroscience, psychology, sociology, anthropology, and other disciplines, combining it all into a field-tested framework—helping you break down barriers, build trust, forge meaningful relationships, and win more customers. This book teaches you how to:


Relax a buyer’s skepticism while activating the part of his or her brain where trust is formed and connections are forged
Use the power of story to influence buyers to changeMake your ideas, beliefs, and experiences “storiable” using a proven story structure
Build a personal inventory of stories to use throughout your sales cycle
Tell your stories with authenticity and real passion
Use empathic listening to get others to reveal themselves
Incorporate storytelling and empathic listening to achieve collaborative conversations with buyers
Breakthroughs in neuroscience have determined that people don’t make decisions solely on the basis of logic; in fact, emotions play the dominant role in most decision-making processes. What Great Salespeople Do gives you the tools and techniques to influence change and win more sales.

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Customer Reviews

Most Helpful

The best sales book available

If you are in sales and looking to grow professionally & personally, then this a 'must read'. This is the first sales book in a long time that teaches the 'how'. The strategies and tactics are explained succinctly. If you don't change your 80's and 90's approach to sales, you will be left in the dust. After listening to this book, I began using the methods taught and have begun to make incredible progress with my biggest accounts.
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- Scott Vandivier

Worth investing the time to read

Everyone hears "tell a story" but what is a good business story? What kinds are there and when to use the? This book answeres those questions and others. The authors provide a framework or tool box of how to create different kinds of stories that help connect and influence people.
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- Francisco "Co-Founder, and VP of We Are Communitie, inc. The mission of helping strengthening our communities businesses, non-profits, and education system by rebuilding how marketers market, and consumers purchase. I'm also an avid cook, mountain biker, surfer, love of movies with "Star" in the title, a gadget freak, and thankful to God daily of my lovely family, friends, and the opportunities given before me."

Book Details

  • Release Date: 01-22-2013
  • Publisher: McGraw-Hill Education