FROM "THE SALES PROFESSOR": David Priemer is widely recognized as a thought leader in the area of sales and sales leadership and has been published in the Harvard Business Review, MIT Sloan Management Review as well as Forbes, Entrepreneur, and Inc. magazines. Previously David held several executive leadership positions at leading technology companies including Salesforce, where he was the Vice President of Commercial Sales and creator of the Sales Leadership Academy program. He is also an Adjunct Professor at the Smith School of Business at Queen's University. His approach is to merge science and research with empathy -- a winning formula that helps companies increase revenue and improve their corporate cultures.
RELEVANT TO WIDE-RANGING SALES ROLES: Sell the Way You Buy is relevant for anyone in a sales position, whether B2B or B2C, from frontline sales representatives to senior execs looking to grow their companies. It unpacks fundamental principles that will help anyone to be more persuasive and gain buy-in from their customers.
TACTICALLY RICH AND INTELLECTUALLY SATISFYING: Like The Challenger Sale or To Sell Is Human, Sell the Way You Buy combines rich case studies and anecdotes from David Priemer's decades-long career in sales with concrete tactics that leave the reader feeling, smarter, and equipped to handle a variety of challenges with new confidence.

APPLYING THE TACTICS FROM THIS BOOK IN YOUR BOOKSTORE:
The author has the following suggestions for bookselling, based on the research he has done into consumer behavior and psychology, and the techniques he's refined over his decades of sales training.

. In the store, avoid triggering your customer's sense of reactance by making it ok for them to say no. For example, after saying something like "Can I help you find anything?" add: "and if you're simply keen to browse on your own, that's totally fine! I'm here if you need me."
. Speak with conviction. When modern sellers assume a high-conviction, prescriptive approach, buyers indicate an 86 percent increase in purchase ease and 37 percent reduction in regret.When you are connecting with your customers either in-store or on the phone, ask yourself, "what sentiment do my words and tone covey? Am I radiating confidence and conviction in my statements and recommendations?"
. When helping institutional customers, overcome status-quo bias and have your unique value stand out by invoking the "enemy" of your buyer. As what enemies your institutional customers struggle with that you are uniquely positioned to help them address. Do you have access to book qualities they need that others can't provide? Are you especially skilled at recommending titles that complement others in their offering? Perhaps, quick turnaround for customers who need expedited delivery is your superpower? Regardless, rather than focus on your solutions, lead with their problems to create that powerful connection.
. Opt for face-to-face meetings whenever possible. Whether it's in person or via video call, something magical happens when we meet people in person. With the virtual layer of abstraction removed, customers are more likely to share strategic and personal insights about their business and potential motivations for investing in your services.



KEY MARKETING POINTS

Prominent speaking appearance to 175k+ attendees at Dreamforce conference

Social media and influencer campaign

Physical ARCs

Podcaster campaign

Online advertising campaign

David Priemer's Youtube channel: https://www.youtube.com/channel/UCKtMvs26DGy9Ee8yUgSZqGw