First off, the tone of writing is very straightforward, reminiscent of Ries/Trout.

One point he's got bang on:

1) Turn on the "Want" emotions and they will buy. (it's not the presentation or answering objections, if you want it badly, you'll buy, simple as that, thus selling is motivational, not persuasive)

Overall, it's definitly worth your browse. But some of the rigid systemtic "prospect reading" is outdated.

2 of 2 found the following review helpful:

If you're a good salesperson, you'll become better.....  Oct 29, 1999

I happened to pull up this book to look at and was saddened to see that one of the reviews on it was very poor.I have an "inside opinion" about this book since I had the privledge of working for the author prior to my childbearing days.Mr.Ley received literally thousands of communications raving about his book, and other products.He is a master at this work.To the man who wrote the poor review:I think being a salesman is a talent,& this book will enhance & perfect it!If it doesn't help, perhaps it is just that selling is not your area of expertise.I highly recommend this book!!

2 of 2 found the following review helpful:

The best treatise on sales I have read.  Jun 12, 1999

This is truly the definitive book on sales technique. The author has a phenominal understanding of sales. I have attended his seminar and find his techniques to be right on target. I have never read a more complete and understandable book on sales.

1 of 1 found the following review helpful:

consider this the baseline for a gold standard  Sep 22, 2010
By Todd Zaugg "Warrior SALES Monk"
This is one of the first books I ever read in sales. And I continue to review and leverage many of D Forbes Ley insights as I grow a mulit-million dollar sales force consulting firm (and close million dollar deals). D Forbes Ley was the first to construct a sales process that focused on emotional buying motives. while some of the text is outdated (sales scripting) there are some huge gems in this book. He makes a great outline for the difference between the human "needs" and "wants" and how to uncover the prospects pain (he calls selling a "hurt" and "rescue" mission). if you apply his simple concepts it can give you a focused and effective approach.

Based on the Master Sales classics  May 25, 2011
By Recapturing the FIRE "Mike"
Let me start by saying I've read a lot of sales books over the past two years, like close to 100!

As I have gone forward I have found some of the old ones I REALLY like! Top picks of mine are books by Willie Gayle(if you see them out here you'll see by price how much other readers think of them!) Included in this list are Power Selling and 7 seconds to success in sales.

Others I like are Socratic selling by Kevin Daley and I Hate Selling by Allen Boress and I like the tough questioning Audio Program by Tom Hopkins/J. Douglas Edwards "Back to the Future in Sales".

All of these books have questioning as their primary method of selling. Some are soft(willie Gayle). Some are tough, "Back to the Future", another in the soft questioning area like Willie Gayle is Roy Chitwood in World Class Selling and some are in the middle like Socratic selling.

I believe Mr. Ley was a trainee of Willie Gayle's because many of the soft objection handling techniques sound like the soft butter of Willie Gayle cushion and reverse or cushion and question.

The interest creating questions at early and correct part of the meeting are some of the best I have heard in the business and rate with Kevin Daley's Socratic Selling in piquing my clients interest.

While I may agree I may not use these techniques in B2B selling exactly, for selling in the home or on the lot or one on one with a couple: I feel these techniques will get a client chasing after you for more benefits and emotional wins for himself as you use the interest generating questions and follow with his emotional rewards for owning your product.

Bravo, at this point maybe the best or at least the best compilation of timeless writings from the past.

If your sales don't go up. You didn't follow the plan.

Enjoy..

My only regret at this time is I didn't get to attend his training 20 years ago...AND that he was still conducting these sessions.

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