James Yuille:
"How to
Gain and Retain More Customers - A Self Study Guide"
Important note:
This is an independent and critical product-review - not a sales letter or an ad!
Format
- "How to Gain and Retain More Customers - A Self Study Guide" by
James Yuille
(Main manual. PDF
document. 139 pages)
- "More Clients With Less Effort" by James Yuille
- "The 30-Minute Marketing Miracle" by Brett McFall
- "5,000 Hypnotic Words and Phrases That Sell Like Crazy" by Larry
Dotson
- "32 Fatal Advertising Mistakes" by Andre Bell
- "3-minute Headline Generator" (software)
- "Members Only 14-part e-course" by James Yuille
Review
Are you into personal sales? Or do you consider getting a
career as a sales person?
You would think that personal selling is history, now that
we got the Internet, Direct Mail etc. However, it's a fact
that all over the world again and again personal selling has
proved to be a very effective way to sell all kinds of
products and services. Today, often personal selling is
combined with some of the other ways of selling that I just
mentioned.
There's no doubt that a clever sales careers can be one of
the most profitable careers in today's society. Some of the
really successful salesmen and -women can easily earn several
hundred thousands of dollars per year.
However, there's a good reason for this: Very few people
can sell effectively. A qualified estimate says that only one
of ten aspiring salespersons ever make it. And even fewer
become really successful.
I've personally done a lot of personal selling. I've gone
from door to door, business cold calls, telemarketing etc. So,
I have a fairly good impression of what it means to be a
salesperson.
What do you get in this book?
James Yuille's "How to Gain and Retain More Customers - A
Self Study Guide" is - as the title also says, a guide to
getting more customers; but not just any kind of customers.
James Yuille promises that you'll more loyal customers.
"How to Gain and Retain More Customers - A Self Study
Guide" is structured as a step-by-step guide.
Personally I own maybe hundred or so books on personal
selling (plus hundreds and hundreds on marketing and
copywriting). Unlike almost all the other books I own on
personal selling, James Yuille has an approach to selling
that's based on solid and proven marketing principles.
Almost all the other of the better books I've read on the
subject of personal selling give you some kind of system to
follow, if you want to succeed.
One example on this type of sales book is the famous book,
"Solution Selling" by Michael T. Bosworth. Two others are:
"Customer Centered Selling" by Robert L. Jolles and "Secrets
of Question Based Selling" by Thomas A. Freese.
Other books on selling focus more on different sales
techniques. There are so many I could mention. Two that come
to mind are: "Selling To Win" by Richard Denny and "203 Ways
to be Supremely Successful in the New World of Selling" by
John R. Graham.
All of these books contain a lot of helpful material, and
I'm glad that I got the chance to read them.
But in this book, "How to Gain and Retain More Customers -
A Self Study Guide", differentiates itself from these books.
He goes a step further.
As mentioned above James Yuille has a well thought through
system. And his system is built on such marketing
principles as creating a strong USP (Unique Selling
Proposition), doing a so called SWOT (Strenghts, Weaknesses,
Opportunities, Threats) analysis, clearly defining your ideal
customer, calculating the average life-time value of your
customers, selling back-end products, setting up a referral
system etc.
I consider personal
selling (face-to-face, selling on phone etc.) to be just one
branch of Marketing. However, as already mentioned, most
socalled experts on personal selling seem to forget this vital
important aspect. That's also one reason why most of the
methods I read about in many books on personal selling often
didn't seem to work in real life.
James Yuille shares his own experiences as a sales person.
And he says that "How to Gain and Retain More Customers - A
Self Study Guide" is based on these experiences. Thus, this
book is not based on theoretic concepts that are far removed
from the real world.
In the beginning of the book James Yuille shares how he
early in his own sales career learned to adjust his sales
approach to the way his customers wanted to buy. Not the other
way around.
And that's exactly what James Yuille emphasizes in "How to
Gain and Retain More Customers - A Self Study Guide": The
importance of basing any sales strategy on the
customer.
As a salesperson, says James Yuille, you must
differentiate yourself and whatever you want to sell. You
must give your customers a good answer to the question: "Why
should I buy from you instead of from your competitor?"
And as James Yuille says, your price is almost
never the right way to differentiate yourself and your
company:
"Price is only important when there's
nothing else to consider."
On the following pages James Yuille shows you how to
differentiate yourself, your company and whatever you sell.
He shows you the main four factors that determine whether a
prospect will buy what you sell - or not:
- The number of leads/inquiries you get to sell to.
- How many you convert.
- How often your customers come back.
- How much they spend when they buy.
As you probably already know, these four factors are
extremely important for any business. And James Yuille shows
you how to maximize each of these four factors.
Evaluation
In my opinion James Yuille has written a really important
book. It isn't as big as some of the other books I've read on
personal selling. In fact I think that he could elaborate a
bit on some points in his book. Especially I'd like to see a
bit more on his approach to prospecting, which if often
considered by many sales people to be the most difficult part
of personal selling.
But when this is said, I want to say that I really like
James Yuille's book. He does cover how to prospect and his
approach to the part of the sales process makes a lot of sense
- just like the rest of what he says.
In particular I'm positively surprised to see that James
Yuille has such a good understanding of solid (direct)
marketing principles. You know, some so called sales experts
and coaches refuse to integrate (direct) marketing strategies
into their personal sales strategies. But as I've already said
earlier, these two - personal selling and marketing - aren't
opposites or enemies. They strongly overlap and it's on time
that more of these sales experts discover this close
connection.
I'm glad to see that James Yuille has a clear understanding
of this connection and has built his system on it.
Parts of James Yuille's system reminds me of the two sales
systems taught by Sharon Drew Morgen ("Selling With Integrity"
and other books) and Jacques Werth ("High Probability
Selling").
But despite the similarities, James Yuille's system is his
own unique approach, and it complements the other approaches
I've mentioned.
Overall assessment
If your future depends on selling something (a product, a
service, yourself or someone else), you're facing a tough
task.
You may already have discovered this fact.
That's why it's important that you listen to the right
mentors and teachers if you want to discover how to become
better and more effective at selling.
James Yuille's book is based on his own, real-life
experiences. And this clearly shines through when you read his
book.
That's also one reason why I like this book so much.
Another is that the theory upon which his system is built
is solid. James Yuille reveals a good understanding of
marketing strategies that have proven effective again and
again.
If you're tired of constantly trying to get more and more
customers to your business and want to see some results, I
think you'll like this book.
I did, and I strongly endorse it if you want to see some
better results of your sales efforts.
Out of 10 stars I give this book nine stars.
Buying information
Price (at the time of this writing)
$97
Web site
Sales-training-tips.com
Postal address
"How to Gain and Retain More Customers" is published by:
IMA Group
ABN 56 282 741 463
PO Box 3117
Sunnybank South
Queensland Australia 4109
Email
Contact
James Yuille
Phone
Tel: 61-7-33446566
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