Relevant Selling By Jaynie L. Smith
Relevant Selling is the highly anticipated sequel to best-selling business book Creating Competitive Advantage. It was published in April 2012 by Executive Suite Press and progressed into its 2nd printing within eight months of being released. Select reviews are listed below.
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In this highly readable book, Jaynie Smith makes a compelling case for why you’re almost certainly mistaken if you think that your company’s sales and marketing pitches are relevant to customers.
Relevant Selling is cleverly practical and extraordinarily insightful. The straightforward style of Ms. Smith makes this invaluable book a must read for every business person.
Relevant Selling very effectively reveals that a company’s self-image can blind it to the realities of the marketplace, and that customers are attracted to (or repelled by) features that the company may not consider to be important. You need to look outside of yourself and make a proactive effort to learn what your marketplace demands, and respond to it. To me, a business book really resonates when its message goes beyond the narrow intention of the book. This one does.
In a world where most and I mean MOST selling is irrelevant selling, Jaynie Smith’s Relevant Selling can mean the difference to you between profit and loss. My head is spinning with the wisdom in her book.
In Relevant Selling, the author clearly shows why it is very likely that there is much we do not know about our customers, and why what we do not know can quickly make our organizations irrelevant. Fortunately, she also provides many examples and strategies for how an organization can learn what truly is relevant to our customers and prospects, and how to retain that way. The leaders of any organization who want to do a better job selling their products or services can benefit from Smith’s (no relation) relevant insights.
Relevant Selling is a solid business book that every company can benefit from. From the first chapter you will nod your head and say “yes” that is what we need to do in order to resonate with our customers! Jaynie’s writing style is a terrific combination of practical ideas and examples which are plentiful and meaningful. You will definitely use Relevant Selling as a reference book for decades to come as it forces every business to evaluate their point of differential which can only be a benefit in the current and future economic environment.
Jaynie Smith’s Relevant Selling is the perfect complement to her first book, Creating Competitive Advantage. She challenges you to think like your customer.
Relevant Selling is a playbook for all times, all geographies, and all products and services. It is universal in its wisdom and makes that wisdom crystal clear.